Shell, a specialty Chinese baby and children’s wear e-retailer, has partnered with FineLine Technologies, a global provider of barcode and RFID integrated hangtags, tickets and label, to improve their ticketing supply chain management. FineLine presented a revolutionary business case to significantly reduce the turnaround time and improve the efficiency of the retailer’s ticketing supply chain. Since moving service bureau operations to FineLine, Shell has experienced reduced ex-factory lead times of less than 3 days and turnaround times to less than 48 hours.
Shell, founded in 2006, is comprised of 3 divisions: Shell Family, Shell Elements and Pick up Shell. As the sales champion of China’s E-commerce of children’s wear for 4 years, Shell has reported an annual sales revenue over RMB300 million.
The retailer recently redesigned their price tags from a standard branded hang tag plus price sticker to an integrated swing_ticket (brand and price combined). After the process of quoting, live sampling and order testing, the first bulk order was officially placed.
As of March 2019, Shell has transferred all orders of Shell Family to FineLine. The second phase – new tags for Shell Elements and Pick up Shell merchandise are in the testing stage.
“We’re very pleased to be working with Shell and will continue to provide them with the best products and services, leveraging FineLine’s international production hubs” said George Hoffman, CEO.
Shell was founded in 2006 by Mr. Zhao Jingwei. Before 2006 Mr. Zhao Jingwei was in the IT industry, after becoming a father, he found it was difficult to buy children’s clothes of satisfactory quality, design and price, so he founded Shell. The brand name implies that children are the unique pearls in the shell.
More than 10 years ago, E-commerce in China was not as popular as it is today. It was still a huge blue ocean and an adventure at the same time. Through decades of operation, Shell has grown its own market share by realizing economies of scale, reducing marginal cost and accelerating product sales rate.
Shell conveys the warm and happy culture of children’s wear with providing high-quality, healthy and comfortable fast fashion baby and children’s wear products, and strives to create a colorful childhood for children and their parents. Shop Shell here and here .