The Challenge

goodr, a performance eyewear brand selling DTC and wholesale, was operating from two 3PL nodes (Atlanta and Las Vegas) plus an owned California warehouse for big-box orders. With a 3PL decision ahead, leadership needed data-backed clarity on four fronts:

• Should we add new U.S. nodes — and where?
• Which 3PLs best fit our profile?
• What’s the smartest approach for Canada — cross-border or in-country?
• What’s the right long-term role for our owned warehouse?

Our Approach

Izba built a network modeling tool from the ground up. We consolidated a full year of orders and shipments, mapped customer geography, and established cost baselines for parcel, freight, and handling. From thousands of network combinations, we algorithmically narrowed options to a short list of high-value cities and partner fits.

We rebuilt the model using real rate cards from finalist 3PLs, integrating parcel, freight, and fulfillment into a single dynamic view. The result: a self-serve tool that lets goodr test any network scenario — up to six nodes — and instantly see the impact on cost, speed, and coverage.

For the owned warehouse, we built a dynamic facility model that mapped space, storage, labor, and throughput using real operational data, enabling the team to plan for expansion, relocation, or outsourcing with confidence.

The Outcome

goodr gained a clear network direction and quantified savings from moving 2 → 3 nodes, plus negotiation leverage with both incumbents and new partners. Canada strategy was simplified into a phased plan, and the owned warehouse model became a living planning tool for footprint, slotting, and labor. The team can now simulate growth, test configurations, and make decisions based on data — not guesswork.