How a rapidly growing omni-channel brand went from year-long ERP struggles to complete clarity and speed with GoodDayOS™

The Normal Brand is a decade into building a respected, family-owned apparel business with a loyal following. Their growth has been driven by strong product instincts, disciplined merchandising, and a balanced mix of e-commerce, retail stores, and wholesale partnerships.

As the brand expanded, their operational needs became more complex. Inventory was moving across multiple channels with different timelines, and the team’s tools were no longer keeping up. After being advised to implement NetSuite as the “expected” next step for a growing brand, they made the investment; but the system never fully aligned with how their team actually worked.

Eventually, The Normal Brand chose to replace NetSuite with GoodDayOS™, aiming for a system that matched their pace and delivered clear visibility into the areas that mattered most.

Inventory visibility challenges across wholesale, retail, and DTC

Running multiple channels requires reliable information about inventory levels, timing, and availability. As order volume increased, the team found themselves stitching information together from spreadsheets, emails, and manual notes.

“There was a constant tug-of-war internally. Too many Excel files, too many notebooks. It was tough to keep track of anything.”
— Jimmy Sansone, Co-Founder

Without a centralized source of truth, inventory decisions became harder to make confidently, especially as wholesale and retail introduced new planning and allocation requirements.

Why NetSuite failed to support a growing omnichannel brand

NetSuite added friction rather than clarity. The team spent nearly a year onboarding and still didn’t have a dependable system in place. Core processes felt rigid, required workarounds, and never became part of their day-to-day operating rhythm.

“We couldn’t believe the pricing… and once we committed, it was even more difficult.”

Instead of empowering operators, the system demanded constant attention and external support. The Normal Brand needed a solution that worked for fast-moving teams, not against them.

Why the Normal Brand chose GoodDayOS™ as a NetSuite alternative

During their evaluation, GoodDayOS™  stood out because it fit naturally within their existing Shopify-based workflow. It was simple to adopt and delivered immediate visibility without the overhead of a traditional ERP.

GoodDayOS™ offered:

• A fast, manageable onboarding process
• Clear visibility across DTC, retail, and wholesale channels
• A familiar, Shopify-native interface
• Reliable tools for purchase orders, receiving, and item setup
• A clean alternative to spreadsheet-driven operations

The Normal Brand’s operators played an active role in shaping the implementation, bringing real-world operational context into the system.

Migrating off NetSuite to a Shopifynative operating system

The Normal Brand transitioned fully off NetSuite and centralized their purchase orders, items, shipments, and inventory movements inside GoodDayOS™.

Because GoodDayOS™ works within Shopify’s familiar environment, the team adopted the system quickly without outside consultants or heavy configuration. All teams now reference the same data, with inventory transfers, adjustments, purchase orders, shipments, and receipts tracked in one place.

With cleaner data and simpler tools, the team can plan future buys, allocate inventory between channels, and respond to changing demand with greater confidence and speed.

Results at a glance

• $1.5M in incremental wholesale & retail revenue: driven by better inventory placement, plus.
• ~$50K in annual time savings: from replacing manual, spreadsheet-driven workflows.

Operational outcomes and business impact

With GoodDayOS™ in place, The Normal Brand gained clear operational visibility and significantly reduced manual work across purchasing, inventory, and internal communication.

By utilizing Inventory Segmentation, the team increased sell-through across both Wholesale and Retail Stores by ensuring the right inventory was in the right channel at the right time and at the right price. Based on conservative estimates, this drove approximately $1.5M in incremental wholesale and retail store sales.

At the same time, replacing spreadsheet-driven workflows eliminated roughly 16 hours per week of recurring manual work, representing an estimated $50K in annual value from automation and improved efficiency.

Building a scalable operating foundation for the next decade

The Normal Brand’s shift to GoodDayOS™ reflects a deliberate investment in operational clarity and long-term scalability. By adopting a system that supports how their team actually works, the brand strengthened the operational backbone behind its continued growth.

GoodDayOS™ now supports daily work across purchasing, inventory, and channel planning, delivering clarity without adding complexity. Most importantly, The Normal Brand is now set up with an operating foundation they can confidently build on for the next 10 years, something they could never say before.