Scaling a Premium Beauty Brand: How Jupiter Built a Seamless Omnichannel Fulfillment Strategy

Jupiter is redefining the scalp health category through premium, dermatologist-tested shampoos, conditioners, and serums that deliver gorgeous hair and guaranteed results. With rapid growth across DTC, Amazon, and Target retail stores, the brand needed a fulfillment partner that could keep pace with its premium positioning and omnichannel complexity. Jupiter was looking for a partner to ensure every channel stayed profitable, seamless, and ready for scale. 

DCL Logistics brought the expertise, infrastructure, and hands-on support that Jupiter needed to expand confidently. From optimizing Amazon prep to managing EDI compliance for Target, DCL ensures Jupiter products get to the right customers, in the right place, at the right time—without adding stress to the brand’s team.

Ross Goodhart, co-founder and co-CEO says, “As we’ve scaled across DTC, Amazon, and retail, we needed a partner who could match our complexity and growth. DCL’s hands-on support and infrastructure have been key in making our channels more profitable and seamless. They’re not just fulfilling orders—they’re helping us scale the right way.”

Ecommerce Case Study: Jupiter  

• Problem: As an omnichannel brand with a premium product in a crowded space, Jupiter needed a fulfillment provider to help them improve profitability on Amazon, manage EDI support for Target, and get products to DTC customers faster.  
• Solution: DCL’s dedicated account management and attention to their brand needs led to optimized Amazon support, smooth launch into Target stores, and a long-term profitability and growth strategy.  
• Result: With constant and proactive communication, the Jupiter team knows all operational details will be handled; the personalized attention they get allows them more time to focus on higher-value priorities, to grow and improve their brand.  

“Consumers have so much choice now—from products to commerce options—it’s our job to make their first or fiftieth purchase seamless. Working with DCL has made this that much easier.”

Ensuring Omnichannel Push and Pull Between DTC and Amazon Orders  

An omnichannel brand needs to ensure that their customers can buy products to suit their needs: from a brand site if they want a more personalized experience; Amazon for greater speed to delivery; or a local retailer like Target when they want to smell, feel or touch the product in-person. 

Ross says, “Consumers have so much choice now—from products to commerce options—that we have to make it easy for them to buy. We want to meet our new and existing customers where they are already shopping. It’s our job to make their first or fiftieth purchase seamless. Working with DCL has made this that much easier.”  

But managing a growing omnichannel brand, especially with a premium product in a crowded space, is not easy. The challenge many brands face is ensuring that all sales channels are as profitable as possible.  

Ross says, “Amazon has been very expensive for us because of their standardized fee structure. DCL is helping us make sure we’re prepping our products in the most cost efficient way possible based on each channel.” 

“DCL really helped us move through the EDI testing process and ensured a very smooth launch into over 1,000 Target stores.”

When Omnichannel Includes Retail, EDI Is Not Always Simple  

For DTC personal care brands, landing a retailer like Target can be a major growth milestone. But retail fulfillment is complex, requiring precise execution around labeling, carton sizes, shipping schedules, and compliance. Any misstep by the brand can result in chargebacks, penalties, or even jeopardize the retail relationship.  

EDI is the portal with which brands communicate with retailers, and it can be both complex and time intensive. Ross says, “EDI setup and management is something that can be very cumbersome, challenging and time-consuming; we were looking for a partner that would make that a lot more seamless for us. DCL really helped us move through the testing process and ensured a very smooth launch into over 1,000 Target stores. To date, we’ve had no EDI issues, which is a huge relief. Ultimately with DCL’s support, our Director of Supply Chain had more time to focus on other parts of the business. ”  

Growth Strategy: Access to Strategic Locations and Multiple Nodes  

As Jupiter’s DTC business grew, fulfillment from a single Northeast warehouse became a bottleneck. Ross says, “Fulfilling from the Northeast led to higher fulfillment costs and slower delivery times, which restricted our DTC business because it just couldn’t compete with the faster Amazon delivery times.” To stay competitive, the team knew they needed a more strategic footprint. 

Looking for a new 3PL, they knew it needed to be more centrally located in the US to keep their DTC business profitable and get products to customers faster.  

While using multiple nodes doesn’t make sense for Jupiter right now, it will in the future. Having access to DCL’s national footprint of warehouses, both centrally located and on both coasts, will be beneficial as Jupiter grows.  

A true growth strategy requires continually optimizing each sales channel, while not leaving any behind. It can be easy to focus on Amazon sales or retail requirements, but DCL provides proactive planning and forecasting to ensure all channels are optimized.  

Ross says, “Having a dedicated account manager is a huge differentiator for us. Talking with other 3PLs, we were concerned that we would end up getting lost in the shuffle. DCL gives us a true point of contact, and it’s so nice to have that dedicated attention. As we continue to scale Jupiter, we know having DCL as our partner will help make our business more efficient and profitable as well as provide our consumers with the best possible experience no matter where they shop our products.”