Paula's Choice was founded in the United States in 1995 as one of the first online beauty brands. In the early 2000s, its European headquarters moved to Amersfoort. What started as a purely online brand has expanded into B2B in recent years: collaborations with large retailers that have dozens to hundreds of physical stores.

This step led to significant growth across the entire product line. But to achieve this, Paula's Choice needed to connect via EDI with retailers, large B2B partners, and its own logistics partner (3PL). The technology the brand had been using for years needed to be adapted to this new level of scale.

A newly signed distribution agreement with a major European perfume and cosmetics retailer pushed the existing technology to its limits. This partner had over a hundred physical stores and a strong e-commerce presence. The associated order volumes simply could no longer be processed manually.

To handle the new partner and the associated volumes, Paula's Choice had to move away from manual order processing via email, implement a full-fledged EDI solution, and automatically integrate the data streams from the brand, the retail partner, and the logistics partner into NetSuite.

After comparing several vendors, Paula's Choice chose the Boomi Enterprise Platform due to its broad functionality with fast, low-code integration and robust EDI capabilities. For implementation, the brand worked closely with Nalta, which has extensive experience with the Boomi platform.

The core of the solution: the EDI technology Paula's Choice had been using for years received a modern cloud upgrade with Boomi. Through Boomi's ready-to-use NetSuite connector, Nalta and Paula's Choice could focus on the content of the EDI messages, instead of building integrations entirely from scratch. This allows the platform to connect the retail partner and the 3PL warehouse directly with NetSuite, and orders flow automatically through the chain.

The impact quickly became apparent. The NetSuite integrations and EDI processes went live in time for the holiday season, a crucial period when Paula's Choice and its retail partners needed to be able to scale without hiccups.

With the Boomi Enterprise Platform, Paula's Choice delivered a new, EDI-compliant infrastructure that is easy to monitor and maintain. At the same time, time to market was shortened, the supply chain was strengthened and accelerated, and new business processes could be built, tested, and rolled out faster. Because the solution builds on the power of NetSuite, the brand maximizes the benefits of the systems it already has in place.

The collaboration between Paula's Choice, Nalta, and Boomi shows how trusted technology and modern cloud integration strengthen each other. By combining EDI with the Boomi platform and automating data flows, Paula's Choice can now process order volumes at the desired scale. This approach also received broader recognition: Boomi and Nalta were jointly nominated for the Dutch IT-channel Award As-a-Service Innovator of the Year, specifically because of this customer case.