Case Study: Deva Concepts expands retail distribution and streamlines fulfillment with SPS Commerce

Deva Concepts EDI Solution with SPS Fulfillment Opens New Retail Channels

Deva Concepts, maker of DevaCurl and DevaCare hair-care products for curly hair, grew from a salon-only brand into retail channels but faced the complex order-processing and EDI requirements of larger beauty retailers. To expand into stores and online retailers such as Sephora, Ulta and Nordstrom, the company needed scalable fulfillment, analytics and hands-on support to meet trading-partner expectations and keep up with omnichannel consumer demand.

Deva Concepts implemented SPS Commerce’s WebForms Fulfillment, Analytics and plans to move to SPS Integrated Fulfillment alongside an EDI-compliant 3PL, gaining technical support, faster order processing and better sell-through insight. The partnership enabled wider retail distribution, measurable sales and distribution growth, closer collaboration with retailers for forecasting and trend response, and confidence as the company prepares ERP integration and global expansion.

Deva Concepts

Rebecca Lahr

Director of Operations