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From Spreadsheets to Automation How Curated Transformed Their Backend with Flxpoint

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Industry

Sporting Goods

About the Company

Curated is an outdoor sports company that evolved its business from winter sports such as skiing and snowboarding, to a wide range of products including golf, tennis, kitchen, coffee, grills, & more.

Challenge

Curated struggled to scale their marketplace due to manual fulfillment, slow vendor onboarding, and unreliable inventory accuracy.

Results

With Flxpoint, they automated operations, onboarded 180 vendors in a year, and confidently expanded into new categories with real-time inventory sync.

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“Flxpoint is adding immense value from a merchandising and catalog perspective. We’re leveraging pre-built and defined rules into our catalog, which makes things a lot easier.”

Curated

An expert-driven buying experience meets enterprise-grade automation

When Curated set out to reinvent the buying experience for outdoor sports and beyond, their goal was simple: give every shopper the personal guidance of an expert. But building that vision at scale meant solving complex ecommerce logistics behind the scenes. With rapid category expansion, vendor onboarding needs, and the demand for real-time inventory accuracy, Curated needed more than a flexible frontend—they needed a backend built for speed, scale, and reliability.

That’s where Flxpoint came in.

 

“Flxpoint really came in when we needed to establish more traditional relationships with our manufacturers and build the marketplace strategy for these third-party retailers.”

Curated

From Winter Sports Niche to Full-Fledged Marketplace

Founded in 2017, Curated began by focusing on winter sports like skiing and snowboarding. As the brand found traction with expert-assisted shopping, it quickly expanded into golf, tennis, hiking, camping, kitchen products, coffee, baby gear, and more. But that expansion came with operational complexity.

In the early days, Curated relied entirely on an overseas fulfillment team to handle order placement. Every purchase required a manual touch, and the backend tech stack wasn’t built to keep pace with growth.

When Curated began scaling aggressively and looking to capture more market share from legacy retailers, the team knew it was time to rethink how their marketplace operated. They needed a scalable system that could automate dropshipping, maintain accurate inventory data, and integrate seamlessly with vendors of all types.

 

Building a Marketplace the Smart Way

With the decision to expand into a true marketplace model, Curated turned to Flxpoint for a modern solution that could automate vendor onboarding, product syncing, inventory updates, and order routing—all while integrating with their existing BigCommerce store.

The Flxpoint platform allowed Curated to quickly scale its backend operations. The result? A faster, easier way to onboard vendors and manage product data without overwhelming their internal team.

 

“We’re leveraging Flxpoint’s pre-built and defined rules into our catalog, which makes things a lot easier. For example, when it comes to inventory availability, we can feel confident it is up-to-date. We’re syncing some feeds every 15 minutes so that we can feel really confident that what we’re listing is actually in stock.”

Curated

In addition to the platform, Flxpoint’s support has played a huge part of Curated’s success. Flxpoint’s team member Ryan was instrumental when it came to learning the platform, getting up to speed on EDI, and much more.

 

Curated launched numerous categories and grew quickly, so Ryan’s twice-a-week meetings with the Curated team became instrumental with expert advice from EDI mapping to more easier, straightforward mapping. During the first year, Curated found a lot of value with the additional support provided by Flxpoint, but now they are coming to a place where they can manage their Flxpoint operations internally.

 

By implementing Flxpoint, Curated was able to automate their marketplace from listings to orders, enabling them to launch into new categories, such as coffee, kitchen, baby gear, grills and more by facilitating dropship at scale. Additionally, Curated leverages Flxpoint to pull in product data from third-party retailers for their marketplace to ensure the most up-to-date inventory availability.

 
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Onboarding individual vendors/suppliers can take anywhere from one day to four months depending on a variety of factors, including quality of supplier data, preferred method of integration, communications times with the vendor/supplier, etc.

If Flxpoint is integrating with a Shopify or BigCommerce store to pull in inventory data, it can take as little as one day to accomplish. If it’s a more complex EDI integration, this can take longer.

By utilizing Flxpoint, Curated has been able to scale their dropship business with the ability to onboard new vendors quickly with Flxpoint’s pre-built integrations, also making it possible for Curated to research, develop and launch new categories quickly. In one year, Curated was able to onboard 180 vendors, and there are no plans to slow down.

Since starting in winter sports, Curated has been able to scale and expand to coffee, kitchen, grills, baby products, etc. Thanks to Flxpoint, Curated’s technology allows them to maintain this growth quickly with confidence.

Push Past the Limits Retail Wins in Every Category

Whether it’s skis, strollers, or tennis gear, Flxpoint helps sporting goods retailers and beyond leave the manual grind behind. Explore how brands are automating the back office, expanding into new categories, and hitting their growth goals—no heavy lifting required.

Browse more success stories to see how ecommerce teams are staying in control and ahead of the competition with Flxpoint.