How Coterie achieved 60% growth and operational resilience with Celigo

About Coterie

Coterie is the premium baby care brand dedicated to making parents’ lives easier. Coterie is helping redefine its category with its high standards for performance, safety, and transparency, and has become one of the fastest-growing premium diaper care brands and most trusted names in baby care. Its high-quality and reliable essentials — including diapers, wipes, and skincare — combine innovative technology and rigorous testing to support the comfort and well-being of babies and their families. As one of the first diaper brands to publish third-party lab testing results, Coterie is committed to product safety and transparency and to empowering parents with peace of mind. Founded in 2019, Coterie grew rapidly through direct-to-consumer subscriptions before expanding into select retailers including Whole Foods, Erewhon, Amazon, Wegmans, and Pottery Barn Kids.

Coterie’s mission extends beyond better products. Through ongoing giveback initiatives with partners that include Good+Foundation and Baby2Baby, the company has donated millions of diapering essentials to families in need. At the heart of it all, Coterie exists to better the lives of babies and parents.

Challenge

Success arrived fast, then faster. Coterie’s growth story is the kind that most brands dream about. In just 3 years after launching, the company was processing thousands of subscription orders every night from Shopify and also expanding into wholesale with Amazon and marketplace channels with partners like Whole Foods, Wegmans, Erewhon, and Pottery Barn Kids, but behind that success, the back office was struggling to keep up.

Before Celigo, most of Coterie’s operations were manual and fragile. Amazon replenishment started in Seller Central, then were rekeyed in NetSuite as transfer orders. Teams retyped case weights, fixed pallet counts, and chased split shipments that never synced back. Every time Amazon added a new fulfillment center, a new virtual warehouse had to be built in NetSuite. Open transfer orders piled up, and the receiving flow back into NetSuite was brittle. These manual workarounds and fragile flows often caused fulfillment delays, data mismatches between systems, and orders getting stuck in transit, which put both revenue and customer experience at risk.

Day to day, the work felt like firefighting. Manual entries and late nights became routine without a permanent automation. There was an urgent need to keep the 3PL and their NetSuite ERP in sync, managing orders, fulfillments, receipts and inventory. As the business grew rapidly with Shopify as their DTC platform, there were constant requirements for customizations around different types of products and the business processes that revolved around them. Internal business teams needed automations for Slack notifications and processing customer returns with Loop Returns.

Eventually, the team hit a wall. They realized that even the best product can’t grow without the right operational foundation. Coterie needed an integration platform strong enough to scale with the business.

Solution

Coterie turned to Celigo. Celigo offered flexibility, scalability, and the ability to combine prebuilt application connectors with custom built flows to support Coterie’s unique business logic.

Bhushan Rane, Coterie’s Senior Integration Engineer & Consultant, led the effort to build a commerce backbone that now connects nearly every part of the company’s operations. A central part of that framework includes Celigo’s NetSuite-Shopify and NetSuite-Amazon prebuilt Integration Apps, linking ecommerce, ERP, fulfillment, and finance together.

“When a prebuilt integration already exists, we use it,” Rane explained. “There’s no reason to reinvent the wheel. But when something is unique to how our business runs, Celigo gives us the flexibility to build it exactly how we need.”

That balance between prebuilt efficiency and custom flexibility now powers everything Coterie does. Custom automations handle gifting and subscription changes, send Slack alerts, and hold inventory to prevent stockouts during promotions. Now, orders move on their own, refunds post without delay, and inventory updates automatically. Processes now work the way they always should have.

For Amanda Brislin, Coterie’s Senior NetSuite Delivery Manager, Celigo’s reliability changed everything. “We’re not chasing errors anymore,” she said. “We finally get to focus on growing the business instead of fixing it.”

Today, Coterie runs more than 70 integration flows, each tested first in sandbox before being pushed to production to keep the business moving with confidence. As Rane puts it, “We cannot operate without Celigo.”

Results

With Celigo in place, Coterie continues to scale rapidly.

The first major win was stability. After refining their flows and restructuring SKUs in NetSuite, daily integration errors dropped to almost zero. “You can feel the difference,” Brislin said. “Everything just works.”

The automation now processes tens of thousands of transactions each day. Coterie’s business growth tells the same story: surpassing $200 million in net revenue in the last twelve months, reflecting nearly 60% year-over-year growth. The system handles about 12,000 Amazon settlement records monthly while managing thousands of Shopify subscription orders every night. “It’s hard to imagine doing this volume any other way,” Brislin said.

Then came the moment that tested everything. A warehouse outage halted operations, leaving more than 35,000 orders waiting. When the 3PL connection came back online, Celigo cleared the entire backlog in less than four hours. What could have been a multimillion-dollar setback became proof of how resilient the system had become.

“That week changed everything,” Bhushan said. “My integrations didn’t just save time. It protected revenue and kept our customers happy.”

Each morning, Amanda checks NetSuite dashboards while Bhushan reviews Celigo flows. Their offshore support team monitors overnight activity and sends a six a.m. report with performance updates. “We know what’s happening before the business even wakes up,” Brislin said.

Today, Coterie’s operations are as dependable as their products. Inventory accuracy has improved, finance has real-time visibility, and marketing and operations stay in sync. “If the automations didn’t exist, the business wouldn’t exist,” Brislin said simply.

Thousands of orders come in every night. With Celigo powering the flow, they keep moving smoothly, reliably, and right on time.