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Insourcing Your Core: Why These High Growth Retailers Chose Not to Use 3PL

Robert Hango-Zada, Director, Shippit; Nick Nicolaou, Sandradee Makejev, Director/Head Buyer, St Frock; Moderated by James Webber, Chairman, NEO Products Group
09 February, 2017
12:30PM to 01:30PM

This event is closed.

Insourcing Your Core: Why these High Growth Retailers chose not to use 3PL


To 3PL or not to 3PL, that is the question. Third Party Logistics (3PL) has grown tremendously in recent years, mirroring a dynamic and ever-growing e-Commerce market. Whilst 3PL fulfilment can be a godsend for a growing business, it is not a one-size-fits-all solution and many businesses question whether out-sourcing such a critical component of an online business is really the right choice. Given that this decision is usually made by retailers planning for substantial growth, making the wrong choice can have a devastating impact. 

Meet and learn from two extremely successful online retailers, St Frock and GoLights who have made the decision to in-source what they believe is the core operation of their business.

Do you have what it takes to keep your fulfilment operations in-house as you grow your empire?


  • How to plan for growth and identify when you need to change your fulfilment operations
  • The importance of fulfilment on the customer and your business 
  • Key limitations of using a 3PL
  • Key benefits of keeping fulfilment operations in-house
  • Case studies: GoLights and St Frock

Find out all of this and more in our don’t miss webinar, the first in our Sexy Logistics series powered by


Rob Hango-Zada is a Co-Founder of fast-growing shipping platform and leads the business' strategy and marketing efforts. 

He brings a common-sense approach to Australian retailing with a passion for customer-driven innovation and simplification. 

Having spent almost a decade working for the world's leading FMCG businesses (Procter & Gamble, Unilever) across Asia, Rob has vast experience in converting customer insight and analytics into growth driving strategies for retailers such as Woolworths, Coles, Tesco and Priceline and numerous global brands.

Rob's frustration as an online shopper drove him to co-found Shippit with close friend William On to enhance the 'anticipation' phase in delivery for all recipients on the platform. Now enhancing delivery for such retailers as Harvey Norman, The Academy Brand and Urban Coutoure, more Australian shoppers are set to benefit from the platform.


Nick Nickolau is one of the three founding directors of GoLights. When importing lights back in 2009, Nick and his co-founders identified a serious gap in the way that lighting was being sold online given the technical nature of purchasing lights offline. In 2012, GoLights was born with the clear vision of educating consumers so they can buy their own lights safely and securely online. GoLights was listed on the BRW fast starters list in 2016 with revenues just under $4million. GoLights outsourced to a 3PL in 2015 only to return stock to its own warehouse facility in 2016.

Sandradee Makejev started a weekend market stall at Bondi Beach Markets in 2005 selling select on-trend women’s clothing. Finding success through Facebook advertising with a following of 1600+ girls, she quit her full time job to spend her weekdays packing orders on her bedroom floor. Today St Frock has a team of over thirty five staff shipping thousands of fashion orders to women around the world, St Frock is one of Australia’s most successful online fast fashion retailers. St Frock outsourced to a 3PL in 2015, however made the decision to bring the capability back in house under a year later.



James is an MBA qualified CEO with broad industry experience in both bricks and mortar and eCommerce retail, including international and Trans-Tasman roles and seven years with a private equity backed retail group. James has a successful record of delivering profitable growth, business turnarounds and strategic change across portfolio businesses. Formerly with REDgroup Retail, James was in charge–amongst other things–of the highly successful eCommerce business which was transitioned to Penguin Australia in 2011.  James spearheaded the launch and growth of Bookworld to become Australia’s largest online book business in just 18 months. Before that James worked for WHSmith in the UK and led their market entry into Australia in 1999. This followed 10 years with Shell International operating in Argentina, Egypt and Europe.

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