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Paula’s Choice B.V. Takes on European Beauty Market with Confidence

Today’s $445 million beauty industry is burgeoning with choice and information. Just the top 10 beauty influencers in the world reach 135 million consumers. But that wasn’t the case in 1979, when then-journalist Paula Begoun started digging into the ingredients in beauty products on a quest to ease her own skin problems. Perhaps the first “influencer,” she reported her findings on her blog, which garnered such high acclaim from readers, it led her to launch her namesake skincare line in 1995. Since then, women globally have been inspired to share her product and knowledge.


COMPANY

Paula’s Choice B.V.

LOCATION

Netherlands

INDUSTRY

Health and Beauty

EMPLOYEES

40

SYSTEM REPLACED

Excel

OTHER SOLUTIONS CONSIDERED

Exact, Unit4

NETSUITE PRODUCTS IMPLEMENTED

NetSuite
Inventory Management
Bronto Marketing Platform

IMPLEMENTATION PARTNER

Profource B.V.

LOCATION

Rotterdam, Netherlands

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“Our logistics processes in particular have improved enormously. We have real-time insight into issues such as inventory differences, expiration dates of the lot numbers and transport costs, allowing us to carry out faster analyses and make better forecasts.” Rober Kaizer, Finance & Operations, Paula’s Choice B.V.

Facilitating Growth in Europe

Netherlands-based operation acquired
Two years ago, the Seattle-based parent company purchased its European distributor, Paula’s Choice B.V., a separate €20 million entity based in the Netherlands with 40 employees and impressive growth. That company was launched in 2005 by Dutch entrepreneur Janine Tillema.
Need to move to ERP
Paula’s Choice B.V. was running its business on Excel, and lacked insight into cost price, stock differences and shipping costs. It faced a mandate to move onto an ERP system by the parent company. With a then-largely remote workforce, it wanted a cloud-native solution, a fast, fixed cost implementation, as well as the ability to leverage industry best practices.
Fast implementation, robust processes
Partnering with Dutch implementation provider Profource, the business went live with NetSuite in 13 weeks in January 2018. It can consolidate finances to deliver timely reports to its US parent and has improved its logistics processes. Country managers have real-time access to turnover data that took days to access, enabling them to spot trends in consumer behaviour, issues and make better forecasts.
Confidence to grow
NetSuite enabled Paula’s Choice B.V. to easily set up a UK-based warehouse and continue to conduct business in multiple currencies. Now selling the products predominantly in Germany, the United Kingdom and the Netherlands, the business has the confidence to grow both B2B and B2C sales in European markets.

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