Who Does Athletic Propulsion Labs Use for Warehousing & Fulfillment?

Athletic Propulsion Labs uses Ryder as their primary third-party logistics (3PL) and fulfillment partner.

About Athletic Propulsion Labs (APL)

Founded in March 2009 by identical twin brothers Adam and Ryan Goldston, Athletic Propulsion Labs (APL) is a luxury performance footwear and apparel brand headquartered in Los Angeles. The company operates at the intersection of luxury and performance, pioneering what they call the "luxury performance segment" of the athletic footwear market.

APL is known for creating innovative products with breakthrough technology, most notably their basketball shoes with Load N' Launch® technology—the first shoes banned by the NBA for providing too much of a competitive advantage. Today, their product catalog has expanded to include running, training, basketball, lifestyle, walking footwear, and slides for both men and women.

The brand has experienced remarkable growth, with revenues reportedly increasing by 3,500% year-over-year according to Forbes. Their products are now sold through their own e-commerce platform and in over 300 luxury retailers worldwide, including prestigious stores like Barneys, Saks, and Net-A-Porter. The founders have received numerous accolades, including being named to Forbes' 30 Under 30 list and induction into the Council of Fashion Designers of America.

Why APL Needed to Optimize Fulfillment

APL faced several significant challenges that necessitated a change in their fulfillment strategy:

• Explosive growth outpacing fulfillment capacity - After a record-breaking Black Friday/Cyber Monday weekend, APL's previous 3PL partner informed them they could no longer support the brand's volume and projected growth.
• Expanding product catalog - The rapid increase in SKU count and overall product catalog put strain on their existing fulfillment infrastructure.
• Maintaining luxury brand experience - As a premium brand, APL required "white glove" fulfillment services that could deliver a luxury unboxing experience while scaling efficiently.

As Michael Falk from APL noted, "We were coming off the back of a record BFCM weekend when our 3PL partner approached us to say that they couldn't support our volume and growth projections any longer." This created an urgent need to find a more robust logistics solution that could scale with their business.

The Partnership with Ryder and Results

After a year-long search for the right fulfillment partner, APL selected Ryder to manage their e-commerce logistics. The partnership has yielded several important results:

• Established a strong baseline for growth - The scalable infrastructure has positioned APL to continue their rapid expansion
• Recognition for exceptional service - The Ryder team won the Stewardship Award for their dedication to the APL account
• Maintained brand integrity at scale - APL has been able to scale while preserving the luxury unboxing experience that defines their brand
• Operational confidence - According to APL leadership, the partnership has provided "confidence that our 3PL can deliver"

While specific metrics about cost savings or delivery improvements from the Ryder partnership weren't publicly disclosed, APL has seen other business improvements through complementary technologies, including a 2% revenue increase and 15% reduction in returns through their work with fit technology provider True Fit.

The Ryder 3PL Solution

Ryder implemented a comprehensive fulfillment solution designed specifically for APL's needs:

1. Strategic facility placement - APL was positioned in Building 11 of Ryder's Los Angeles campus, a facility dedicated to fast-moving retail distribution and value-added services
2. White glove fulfillment services - Special handling procedures to maintain the luxury unboxing experience APL's customers expect
3. Consultative approach - Multiple stakeholders involved in meetings with clear communication channels and transparency
4. Shipping optimization - Internal parcel team to optimize shipping solutions and enhance the luxury image
5. Technology integration - Seamless connection with APL's existing systems and new innovation opportunities
6. Partner network access - Connections to complementary solutions like EcoCart for carbon offsetting and Loop's returns system

This comprehensive approach enabled APL to focus on their core business of developing innovative athletic footwear and apparel while trusting Ryder to handle the fulfillment logistics.

Key Lessons for Other eCommerce Brands

APL's experience with Ryder offers several valuable lessons for other eCommerce brands seeking to optimize their fulfillment:

1. Choose a 3PL that can scale with your growth - APL's previous 3PL couldn't keep pace with their expansion, causing potential disruption to their business. Ensure your logistics partner has the capacity to grow alongside your brand.
2. Prioritize communication and transparency - The open dialogue established between APL and Ryder has been crucial to their successful partnership. Look for a 3PL that values clear communication channels.
3. Balance brand experience with operational efficiency - APL maintained their luxury customer experience while scaling operations, demonstrating that brands don't need to sacrifice customer experience for growth.
4. Seek partners with complementary networks - Ryder connected APL with additional solutions like sustainability and returns management, showing the value of a 3PL with strong partner relationships.

Is Ryder Right for Your Business?

When considering whether Ryder might be the right fulfillment partner for your eCommerce brand, consider these factors:

• Growth trajectory - Ryder is well-positioned to support high-growth brands like APL that need scalable fulfillment solutions
• Brand positioning - Their white glove services make them particularly suitable for luxury or premium brands where the unboxing experience matters
• Product type - With experience handling apparel and footwear, Ryder has demonstrated capability in these product categories
• West Coast focus - APL benefited from Ryder's Los Angeles campus, which may be particularly advantageous for brands with significant West Coast customer bases
• Need for consultative approach - Brands that value strategic partnership over transactional relationships may find Ryder's approach beneficial

To determine if Ryder or another 3PL would be the best match for your specific needs, consider using a 3PL matchmaking service that can help identify the ideal fulfillment partner based on your unique requirements.

Final Thoughts

Athletic Propulsion Labs' partnership with Ryder demonstrates how the right 3PL relationship can enable a brand to maintain its luxury positioning while scaling rapidly. By finding a logistics partner that understood their unique needs and could grow alongside them, APL has established a strong foundation for continued expansion in the competitive athletic footwear and apparel market.

For growing eCommerce brands, the APL-Ryder case study offers valuable insights into the importance of selecting a 3PL that aligns with both current needs and future growth plans. As online shopping continues to evolve, the ability to deliver consistent, high-quality fulfillment experiences will remain a critical competitive advantage.

If you're facing fulfillment challenges similar to those APL experienced, consider exploring whether Ryder or another 3PL partner could help optimize your operations. Finding the right logistics match could be the key to unlocking your brand's next phase of growth.