Case Study: Extolla Enables Lifetime Brands To Secure The Right 3PL Partner

Table of Contents

• Key critical requirements for Lifetime Brands
• Extolla’s expertise in strategic 3PL selection
• What was the outcome?
• The value of Extolla’s expertise

Lifetime Brands, a global leader in kitchenware and home products, sought to enhance its logistics operations by selecting a third-party logistics (3PL) provider for Australia and New Zealand. Recognising the complexity of this decision, they engaged Extolla, experts in supply chain optimisation, to drive a structured, high-tempo selection process.

Extolla’s deep industry knowledge, extensive experience in vendor assessment, and strategic sourcing expertise ensured that Lifetime Brands could secure the best possible logistics partner to support its growth and operational efficiency requirements.

“Starting from scratch simultaneously in two new markets, we needed an efficient partner to ensure we were going to be driving return on investment from day one. Given the time difference and distance, Extolla proved to be the perfect partner, liaising with our team and getting the project over the line to deadline.”

Gary Marshall, Director of Operations, Lifetime Brands Europe

Key critical requirements for Lifetime Brands

1.  Scalability and Efficiency: Ensuring the selected 3PL could manage the strong growth that Lifetime Brands was experiencing across both Australia and New Zealand.

2. Technology Integration: The provider needed to have strong IT integration capabilities for warehouse management, inventory tracking, and order fulfillment.

3. Cost Optimisation: Balancing service quality with financial sustainability through a detailed cost analysis process.

4. Operational Readiness: Selecting a 3PL with proven infrastructure, processes, and scalability to meet Lifetime Brands’ high service-level expectations.

5. Compliance and Safety: Ensuring strict adherence to industry regulations and safety standards.

Extolla’s expertise in strategic 3PL selection

With time being of the essence, Extolla leveraged its extensive industry experience to execute a Selective Sourcing Program, structured into five phases:

1. Analysis & Briefing: Extolla worked closely with Lifetime Brands to define key requirements, establish governance, and develop a structured evaluation framework.

2. Requirements Gathering & Scenario Planning: Using expertise in cost modelling and performance benchmarking, Extolla developed operational scenarios, identified key cost drivers, and established baseline performance measures.

3. Vendor Market Engagement: Due diligence had already been conducted—Extolla pre-selected top-tier vendors based on their ability to meet Lifetime Brands’ needs within the required timeframe. Vendors understood that every engagement was part of a structured evaluation process, ensuring alignment and a smooth transition to the final selection phase.

4. Vendor Evaluation & Recommendations: Extolla applied its Balanced Scorecard Approach, leveraging deep insights into warehousing, transport, and IT integration to compare vendor capabilities.

5. Negotiation & Contract Execution: Every meeting was treated as a commercial negotiation, with Extolla ensuring that all agreements were documented progressively, leading to a streamlined “heads of agreement.” Their expert approach ensured Lifetime Brands was in a position of control throughout the process.

Extolla works with our clients, not at them—collaborating rather than simply delivering recommendations.

What was the outcome?

A confident, data-driven decision

Following Extolla’s expert-led evaluation and thorough assessment, two final vendors were shortlisted, with one being selected based on key criteria:

• Lower overall cost structure, ensuring long-term financial efficiency.

• Greater flexibility in warehousing and transport solutions, allowing for scalable operations.

• Strong existing relationships with Lifetime Brands’ leadership and sales teams, ensuring a smooth transition.

• Proven track record in delivering efficient order fulfillment with rapid deployment capabilities.

• Extensive customer knowledge, enabling proactive management of product launches and peak demand periods.

The value of Extolla’s expertise

“I would recommend Extolla… professional, down-to-earth, straight talkers with solid, local market knowledge. The recommendations were based upon solid analysis rather than just general market feel. They knew the market, they knew the benchmarks and were flexible, which was important to me.”

Gary Marshall, Director of Operations, Lifetime Brands Europe

By engaging Extolla, Lifetime Brands successfully navigated a complex 3PL selection process with confidence and speed. Extolla’s deep knowledge in warehousing, distribution, and technology integration ensured that Lifetime Brands secured a logistics partner capable of meeting its evolving needs. More importantly, this decision empowered Lifetime Brands to deliver an enhanced customer experience, transforming their logistics function from a ‘behind-the-scenes’ operation into a proactive enabler of growth.

Where previously the customer experience was limited by logistics constraints, Lifetime Brands now has a 3PL partner that understands the nuances of their customer needs, product launch timeframes, and service expectations—allowing them to execute strategies on their terms rather than adjusting to 3PL limitations. Thanks to Extolla’s strategic approach, negotiation expertise, and industry insights, Lifetime Brands can confidently move forward with a logistics operation that drives efficiency, cost savings, and market competitiveness.