Tella & Stella Unifies B2B and DTC Commerce on Shopify

Tella & Stella, a Canadian pet-lifestyle brand founded in 2019, designs premium accessories for dogs and cats. As its wholesale business grew, managing

Case Study Overview

Tella & Stella, a Canadian pet-lifestyle brand founded in 2019, designs premium accessories for dogs and cats. As its wholesale business grew, managing separate workflows for retail and B2B became increasingly complex. Tella & Stella partnered with Novatize to unify its eCommerce ecosystem on Shopify, combining DTC and wholesale channels under one platform. The goal is to streamline operations for retailers and preserve the brand’s premium identity.

The results speak for themselves:

+23% increase in overall sales over the past year
+3% growth in average order value (AOV)
+76% increase in sessions from newly targeted regions
+36.41% repeat customers (+17% year-over-year)

What Changed

Novatize developed a dedicated B2B portal to simplify and optimize Tella & Stella’s wholesale purchasing process. Built on Shopify, the new solution delivers an intuitive experience tailored to retail partners and aligned with the brand’s operational goals. The portal features a secure retailer-only access system, a custom wholesale order grid for bulk and repeat purchases, and dynamic pricing with flexible payment terms based on partner agreements. It also integrates with Shopify POS to connect online and offline sales during pop-up events and trade shows. This unified platform reduced manual work, streamlined order management, and strengthened the connection between B2B and DTC channels, creating a more efficient and scalable wholesale experience.

Why It Matters

By merging B2C and B2B operations, Tella & Stella created a single, scalable commerce ecosystem that drives both growth and efficiency. The unified platform empowered retail partners with autonomy, simplified internal processes, and positioned the brand for national and international expansion. The B2B portal became a cornerstone of this evolution, offering retailers a smooth digital experience, faster reordering, and transparent pricing, all while reinforcing brand consistency and loyalty.

“Novatize is a true growth partner for Tella & Stella, both in eCommerce and in our B2B distribution. Their understanding of our entire ecosystem allows us to go beyond just the eCommerce platform and have a real impact on the future of our business.” — Alexandre Hébert, Founder & CEO, Tella & Stella