3PL Technology: Transportation Management Systems in the Cloud
Scott Hothem • December 23, 2014
We are a mobile society.
With the power of smartphones, the convenience of wifi and the endless reach of the internet, we are constantly connected. The ability to make purchasing decisions without being tethered has forced supply chains to adapt in order to respond to these new and changing demands. Cloud technology has leveled the level playing field for fulfillment centers. Integrating transportation management systems (TMS) with the cloud is a growing development. In fact, according to Gartner, 8% of companies already have their TMS in the cloud, while 51% are likely to move in that direction. Here are three reasons why moving away from on-premises software delivery models can be a key differentiator for your fulfillment operations.
- Scalability: When software is deployed across virtualized servers your TMS runs more smoothly, communicating relevant, accurate, timely data as demand increases and decreases. Decisions can be made from anywhere, creating the most effective and efficient fulfillment solution.
- Cost Savings: Historically, to run your own TMS required dedicated internal servers. This can be very costly. By switching to the cloud, you can change your cost structure to be based only on usage. The data storage, servers and other platform elements are essentially leased, you only pay for what you use. The economies of scale and expansion of existing resources afforded by the cloud can provide a wider range of technology while lowering IT expenses.
- Fast and Simple Implementation: One of the most attractive elements of transitioning your TMS to the cloud is that the timeframe, cost and resource allocation is relatively low. Compared to a traditional approach, the cloud will save from investing heavily in equipment that will be out of date relatively swiftly. Cloud-based solutions also require less customization allowing you to get on-line even quicker.
As more and more manufacturers and shippers look to create more options for consumers, supply chains will continue to be more complex. Embracing technology to meet growing consumer demands is essential. At Barrett Distribution Centers, with a focus on technology, we create and implement customized supply chain and fulfillment solutions.
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FRANKLIN, Mass. — August 28, 2026 — As STOKE Shoes prepares for its next phase of growth, the emerging footwear brand has selected Barrett Distribution Centers as its omnichannel fulfillment and third-party logistics (3PL) partner. STOKE is redefining comfort and fit for consumers seeking premium footwear designed for wider feet. “Barrett moved quickly, communicated clearly, and understood what we needed as a startup brand preparing for growth,” said Rick Blackshaw , founder of STOKE Shoes. “Their team brought the operational experience, technology guidance, and partnership mindset we needed to support our customers and retail partners from day one.” Founded in 2025, STOKE Shoes was created to serve men often overlooked by traditional athletic footwear brands, with shoes designed for wide and wider feet. The brand launched with a direct-to-consumer model and has since expanded into retail distribution, including placement in more than 450 stores nationwide. STOKE's momentum continues with the recent addition of sports media personality and creator Caleb Pressley as creative lead and partner. Known for his Sundae Conversation interview series and distinctive presence across sports and digital media, Pressley will collaborate with STOKE on creative campaigns, content and brand development. The partnership also includes plans for a signature STOKE shoe expected later this year, adding another dimension to the brand's growing presence across retail, digital and cultural channels. Barrett was selected for its experience with start-up and high-growth footwear brands, strong references, responsive implementation approach, and ability to provide scalable omnichannel fulfillment across multiple facilities. STOKE’s team was also impressed by Barrett’s Montebello facility, team energy, operational cleanliness, and technology-enabled approach. “From our first conversation, it was clear that STOKE had the vision, leadership, and brand discipline to scale quickly,” said Scott Hothem , senior vice president of customer solutions at Barrett. “Rick and his team were looking for more than a fulfillment provider. They needed a partner with deep footwear experience, strong systems expertise, and the ability to support both DTC and retail growth. We’re proud to help bring that vision to life.” Barrett’s fulfillment capabilities include B2C and B2B omnichannel fulfillment, pick and pack, warehousing, value-added services, managed transportation, retail compliance, and technology-enabled reporting. The company’s national footprint and experience across apparel, footwear, consumer products, food and beverage, health and beauty, and ecommerce make it a strong partner for brands scaling across channels. As STOKE reaches vast audiences and expands its retail presence, Barrett provides the fulfillment support behind that growth. With experience supporting emerging footwear brands across direct-to-consumer and retail channels, Barrett was selected to help STOKE scale its omnichannel operation. About STOKE Shoes Most guys are wearing shoes that are too narrow: 75% of men have wide feet but only 25% are wearing wide shoes. This means squished toes, collapsed arches, and shot posture. STOKE was built to fix all that. At STOKE, we don’t do “medium.” Our shoes come in two widths: WIDE (E/2E) and WIDER (3E/4E) that actually match your foot anatomy. We’ve designed STOKE around your full foot; not just your length, but your width, girth, and foot splay. STOKE shoes are made for Splay not Containment so your foot can spread out and do its job. About Barrett Distribution Centers Barrett Distribution is a leading third-party logistics (3PL) provider delivering customized warehousing, fulfillment, transportation, and value-added logistics solutions for growing brands. With decades of experience managing complex supply chains, Barrett serves apparel, footwear, consumer products, and other high-touch industries, helping brands scale efficiently and deliver exceptional customer experiences. Barrett has also been recognized as one of Inc.’s Fastest-Growing Private Companies in America more than 15 times, reflecting its long-term growth and commitment to helping clients succeed. Barrett combines experienced people, flexible operations, advanced technology, and a highly customized approach to meet each client’s unique needs. From direct-to-consumer and ecommerce fulfillment to retail and omnichannel distribution, Barrett provides the expertise and infrastructure brands need to scale with speed, accuracy, and service. Media Contact: Faith Artieda Marketing Content Specialist Faith.artieda@barrettdistribution.com
When a package arrives at someone's doorstep, the experience feels wonderfully simple. The customer opens the box, finds exactly what they ordered, and moves on with their day. If everything goes right, they may never give much thought to how that order traveled from a warehouse shelf to their front door. And in many ways, that is the point. What customers do not see are the people, decisions, and attention to detail behind that seemingly effortless moment. Before a package ever reaches a doorstep, there are countless opportunities to get something right, catch something early, or make an experience just a little better. That work happens quietly, but it has a very real influence on how customers experience a brand. There Is a Lot Behind a Simple Order An order may begin with a click, but what follows involves much more than placing a product in a box. Inventory needs to be in the right place and ready when it is needed. The correct item has to be selected, packaging requirements need to be followed, and any special details associated with the order have to make it into the final package. For some brands, those details might include a personalized message, a promotional insert, a carefully assembled kit, or packaging designed to make opening the box feel special. For others, the goal is beautifully simple: make sure the right product reaches the right person when they expect it. Customers rarely think about any of this when everything goes smoothly. They simply experience a brand that followed through on its promise. That is what makes the work happening behind the scenes so important. The Little Details Carry More Weight Than We Think Brands put enormous thought into how customers experience them. Everything from a website's design to the language used in an email can be carefully considered, yet the physical order is one of the few moments when a customer gets to hold that brand experience in their hands. A missing item or careless presentation can change that experience quickly. On the other hand, an order that arrives accurately and feels thoughtfully prepared reinforces the confidence a customer already placed in the brand. Sometimes an extra detail makes the experience even more personal. A handwritten message, branded insert, or customized package can turn an ordinary delivery into something a customer wants to share or remember. These may seem like small touches when viewed individually, but customers often build their impression of a brand through exactly these kinds of moments. Behind Every Box Are People Who Care About Getting It Right Technology plays an important role in modern fulfillment, but there is still a very human element behind every order. There are people receiving products, managing inventory, preparing orders, checking details, solving unexpected problems, and making decisions throughout the day. Much of that work will never be visible to the person opening the package, but that does not make it any less meaningful. At Barrett, we see fulfillment as more than moving products from one place to another. When a customer entrusts us with their products, they are also trusting us with a piece of the relationship they have built with their own customers. That responsibility matters. It is why attention to detail matters. It is why communication matters. And it is why having people who take pride in their work can make such a difference. Sometimes the Best Experience Feels Effortless There is an interesting thing about great fulfillment: when it is done well, customers may never notice it. There is no reason to wonder where the package is. No surprise when the box is opened. No need to contact customer service because something is missing. The experience simply unfolds the way it was supposed to. Behind that simplicity, however, are people working every day to make it possible. Your customers may never see the warehouse their order came from or meet the people who prepared it. They may never know about the problem someone caught before their package left the building or the extra care that went into getting a detail exactly right. But they experience the result. And sometimes, the things customers never see are the very things that keep them coming back.
There is a moment every growing brand hopes for. Orders start coming in faster. Your name begins showing up in more places. A product that once had a loyal following suddenly has thousands of new people talking about it. Maybe a video takes off overnight, a major retailer wants to put your products on its shelves, or a campaign reaches an audience far beyond what you expected. It is the kind of momentum businesses work years to create, and when it finally happens, there is a lot to celebrate. But somewhere between watching the numbers climb and figuring out what comes next, another realization tends to set in. Your business now has to deliver on all that attention. The customers discovering your brand for the first time do not know that your order volume doubled this week. They do not know your team is working through a record number of shipments or that inventory is moving faster than anyone predicted. They simply know what they ordered, what your brand promised, and what they expect when the package arrives. That is where growth becomes more than a sales story. It becomes a test of whether everything happening behind your brand is ready for the attention happening in front of it. Growth Changes More Than Your Order Volume When demand increases quickly, the obvious change is the number of orders coming through. What is easier to overlook is everything that changes along with them. More products need to be received, stored, picked, packed, and shipped. Inventory that once lasted for weeks may disappear in days. Customer service teams may see more questions. Packaging supplies are used faster. A process that felt effortless at a smaller scale can suddenly require much more time and coordination. None of that means growth has become a problem. It simply means your business has entered a new chapter, and the way you operate may need to mature along with it. This is often when brands begin to see the difference between having a fulfillment process that works and having one that can grow with them. The goal is not just to get through a sudden increase in orders. It is to build enough flexibility into the business that growth can continue without constantly creating another fire to put out. Your New Customers Still Expect the Same Experience There is another side to sudden growth that matters just as much as keeping up with orders. Many of the people purchasing from you during this period may be meeting your brand for the first time. That makes every order an introduction. The excitement surrounding your product may be what convinced someone to buy, but what happens afterward helps determine whether they come back. The correct item needs to arrive. Packaging should still feel intentional. Personalized touches, branded inserts, gift messaging, or special presentation should not disappear simply because there are more orders to fulfill. These details become even more meaningful as a brand grows because they help preserve the personality that attracted customers in the first place. It can be tempting to think that scale requires sacrificing some of those smaller touches. With the right preparation and the right people behind the operation, growth should create opportunities to bring your brand experience to more customers without losing what made it memorable. The Best Time to Prepare for Growth Is Before You Need To Of course, no business can predict the exact moment something will take off. That is part of what makes growth exciting. What you can do is have conversations about what happens if it does. These are much easier questions to explore when your team has room to think rather than when thousands of orders are already waiting. Preparation does not require knowing exactly what the future will look like. It means creating enough flexibility that when an opportunity arrives, your first reaction can be excitement rather than concern about whether you can handle it. Your Fulfillment Partner Should Be Thinking About What Comes Next Too As a brand evolves, the relationship with its fulfillment partner should evolve with it. A good partner understands what you need today. A great one is curious about what you might need tomorrow. That means conversations should extend beyond current order volume. Where is the business heading? Are you pursuing retail opportunities? Are new products coming? Is international expansion part of the plan? Are you expecting a major marketing campaign to introduce the brand to a much larger audience? At Barrett, these conversations matter because understanding where a customer wants to go gives our teams a clearer picture of how we can help them get there. Growth rarely happens in a perfectly predictable line, so having people who already understand your business can make those unexpected opportunities much easier to navigate. The relationship becomes less about reacting to the next order and more about preparing for the next chapter. When the Big Moment Comes, Be Ready to Enjoy It There is something special about watching a brand reach a level that once felt far away. The orders coming in represent more than numbers on a screen. They represent new customers discovering what you created, years of work beginning to pay off, and opportunities that may not have existed even a few months earlier. That moment should feel exciting. It should not be overshadowed by wondering where you are going to put the inventory, whether orders will leave on time, or whether the customer experience will suffer because demand exceeded expectations. Growth will always bring new questions, and there will inevitably be adjustments along the way. What matters is having the people, preparation, and partnerships in place to meet those changes with confidence. At Barrett, we believe fulfillment should give brands room to pursue what comes next. Because when the moment arrives and more people than ever are ready to experience your brand, your focus should be on where that momentum can take you next.
