How PARKIT Transformed Wholesale with Elastic

PARKIT built its brand on creating high-quality outdoor products that bring people together. As demand grew, so did its presence across retail, hospitality, and specialty channels. What started as a strong product market fit quickly turned into something bigger: a fast-scaling wholesale business.

With that growth came more retailers, larger orders, and higher expectations for speed, accuracy, and experience. Wholesale was no longer just a channel. It was becoming a primary driver of revenue and brand expansion. To keep up, PARKIT needed to evolve its operations behind the scenes.

Turning Wholesale into a Growth Engine

PARKIT saw an opportunity to do more than keep pace with demand. The team wanted to turn wholesale into a true growth engine, one that could scale efficiently while delivering a premium experience to every retail partner.

They partnered with Elastic to modernize their wholesale operations and create a more seamless, high-performing buying experience.

“Elastic stood out because it felt like it was built for modern brands and modern retailers. From a retailer’s perspective, it’s intuitive, clean, and easy to navigate. From our side, it allows us to present the product in a way that reflects the brand’s quality. That combination matters because when the experience is seamless, retailers can buy with confidence,” says Lauren Wilcox, CRO and Co-Founder of PARKIT.

Since launching in May 2021, PARKIT has grown into a recognized global brand serving beachgoers, campers, overlanders, luxury resorts, sporting goods stores, and corporate clients. As demand grew, wholesale became central to the brand’s expansion of reach.

Retail Partners as a Force Multiplier

For PARKIT, retail partners are not just points of distribution. They are an extension of the brand.

Each store plays a role in how customers discover and experience PARKIT products. A well-placed chair in a retail environment does more than drive a sale. It starts conversations, builds trust, and reinforces the brand’s premium positioning.

This made wholesale a strategic priority. While direct-to-consumer remains important, wholesale growth is accelerating. New accounts continue to come in, while existing partners deepen their investment in the brand. The better the buying experience, the stronger those relationships become.

PARKIT’s dedication to cultivating deep, collaborative relationships with its retailers drives the wholesale’s steady momentum and solidifies its ongoing success.

Friction Slows Growth

As order volume increased, PARKIT’s internal processes began to strain. The team managed wholesale through email threads, static order forms, and manual updates. What worked early on no longer supported the pace of the business.

Orders took longer to complete. Communication gaps created inefficiencies. The experience for retailers felt fragmented.

“We wanted to remove friction so our retailers could focus on selling great product,” Lauren says.

PARKIT needed a system that could scale with them while making it easier for retailers to buy.

They discovered Elastic through a referral from Free Fly and quickly recognized it as a platform built specifically for modern wholesale ecommerce.

Building a Modern Wholesale Experience

With Elastic, PARKIT rebuilt its wholesale operations around speed, clarity, and ease of use.

The platform provides real-time inventory visibility, streamlined ordering, and flexible assortment building, all within a clean, intuitive interface. Retailers can quickly understand what is available, build orders with confidence, and move through the process without friction.

Elastic also integrated seamlessly with PARKIT’s Xorosoft ERP and backend systems, giving teams across sales, operations, and finance a unified view of the business.

What once required multiple emails, revisions, and follow-ups now happens in a single workflow. Automation reduces administrative work and allows the sales team to focus on what drives growth: relationships and sell-through.

A Better Experience Drives Better Results

Retailers immediately noticed the difference. Ordering became faster, clearer, and more reliable. That confidence translated into stronger assortments and increased reorder activity.

Pre-book programs added another layer of value. Retailers can secure inventory early and plan with greater certainty in a competitive market. With access to better data and tools, buyers can make informed decisions that align with both their needs and PARKIT’s inventory strategy.

For the PARKIT team, real-time inventory visibility stands out as a defining improvement. It enables better planning, faster decision-making, and more accurate communication across the business.

With support from Elastic’s responsive team, the transition was seamless. As Lauren puts it, “I have never seen an integration occur so smoothly and quickly. The Elastic team has no backlog of work and would close tickets faster than we could open them. It blew us away.”