Case Study: Finlay London achieves a fast, frictionless DTC transition with Brightpearl

Finlay London uses Brightpearl to makes its DTC transition fast and frictionless

Finlay London is a fast-growing eyewear brand (founded 2012; 100% revenue growth in 2017) that moved from an 80% wholesale model to a direct‑to‑consumer focus to capture full margins and better serve customers. That shift created complexity: multi‑channel inventory, longer wholesale pipelines, fulfillment bottlenecks and spikes in demand from celebrity exposure meant they needed a single system for real‑time visibility across wholesale, retail and online.

They implemented Brightpearl as a single source of truth to automate inventory updates, streamline order processing and route orders to partners (including a US fulfillment warehouse). The solution enabled a smooth store launch, faster responses to demand spikes, lower shipping and returns costs, and clearer data‑driven insights—supporting rapid DTC growth and international expansion (US now accounts for about 40% of web orders).

Finlay London

David Lochhead

Cofounder