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UPS Supply Chain Solutions®

Tidal New York eCommerce Fulfillment Customer Story

An eFulfillment solution that was as easy as a day at the beach.

Tidal New York makes footwear. Actually they make hip, environmentally friendly flip-flops. In New York. Co-founders and brothers Tommy and Tim Gibb were committed to reviving American manufacturing. And their dream was built on four core values:

  1. Start by building a factory in America
  2. Hire and train veterans
  3. Change the game through technology
  4. Develop innovative materials

They also realized that the direct-to-consumer online market would be the key to growing their business. 


Tidal New York
"I didn’t realize UPS had an e-commerce fulfillment solution for small business. Their all-in-one platform coupled with a bicoastal fulfillment network differentiated UPS. It's let us focus on the important parts of running our business while UPS takes care of the warehousing and order fulfillment. It was an easy choice."

Tim Gibb, Co-founder, Tidal New York

The Challenge

With their warehouse in New York, and 60% of their online orders coming from the west coast, Tidal faced a warehousing and fulfillment challenge, which was quickly magnified by high consumer demand and an omnichannel market. They searched for a logistics provider who could help them meet increasingly high consumer expectations, integrate into an omnichannel environment, reduce transportation costs and elevate their brand.

The Solution

The brothers evaluated multiple third-party logistics providers and were pleasantly surprised to learn that UPS had an e-commerce fulfillment solution that focused on the small business market. What differentiated UPS® eFulfillment was a simple, all-in-one platform and their bicoastal fulfillment network. UPS took over all Tidal’s direct-to-consumer orders, whether from Tidal’s own shopping cart or any of their connected marketplaces. Regardless of order origin— including marketplace seller-fulfilled orders—the platform dynamically routes it and selects the most cost-effective service to meet the consumer’s expectations.

The Results

With easy onboarding of thousands of Tidal SKUs and bundled pricing, the UPS eFulfillment solution enabled two-day shipping across the U.S. This helped Tidal reduce transportation costs, increase peak-time throughput, enable scalability and generate new sales by connecting to new online marketplaces.

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