Health & Supplements
DIRTEA
Supporting a premium health brand through explosive D2C growth
In 2021, following years of corporate burnout and disillusionment, brothers Andrew and Simon Salter founded DIRTEA.
They had long believed in the tangible benefits of functional mushrooms and shared a vision to create natural products that improve focus, energy, and resilience. What started with pure mushroom powders quickly expanded into a range of Super Blends, combining mushrooms with ingredients like coffee, matcha, and cacao.
In just a few years, DIRTEA has become one of the UK’s fastest-growing wellness brands, with ambassadors including Dr Tara Swart and Bear Grylls endorsing the products and lifestyle behind them
The culture at J&J really stands out. Everyone’s approachable, welcoming, and proactive.
Tom Wilkinson, Head of Operations, DIRTEA
DIRTEA and J&J Global Fulfilment
As a high-growth brand, DIRTEA needed to focus on sourcing, product development, and scaling globally, not managing fulfilment.
Challenges included:
- Finding a best-in-class fulfilment partner to uphold their premium customer promise
- Overcoming bottlenecks caused by rapid D2C growth
- A lack of in-house expertise to manage a strategic fulfilment operation
After an underwhelming experience with their first 3PL, DIRTEA turned to J&J Global Fulfilment in 2023 to restore reliability and customer confidence.
Why J&J Global Fulfilment?
A partner-first culture
After their previous experience, DIRTEA needed a fulfilment partner who could operate as a true extension of their team.
From the very first visit to J&J’s facilities, the founders were reassured by the people, the culture, and the commitment to brand care. With a dedicated account manager and strategic support, they knew they’d found a partner invested in their long-term growth.
Proven capability for international expansion
With strong D2C sales in the UK, DIRTEA had its sights set on new markets — particularly the US. J&J’s global infrastructure, including fulfilment centres in the US, Canada, Europe, and Australia, offered the reach and reliability needed to expand internationally with confidence.
Proprietary technology platform
Visibility and control were key priorities for DIRTEA. Having struggled with white-labelled tech from previous 3PLs, they were drawn to J&J’s proprietary platform, ControlPort™.
The platform provides full transparency across orders, stock, and operations, while Custom API integrations allow DIRTEA to connect sales channels and internal systems seamlessly — empowering data-driven decisions and smarter forecasting.
Growth
76%
76% YoY order growth
Volume
31%
31% increase in AoV
Orders
220k+
220k+ D2C orders fulfilled
J&J understood our strategy straight away and put resources in place to make it happen.
Tom Wilkinson, Head of Operations, DIRTEA
How J&J has helped DIRTEA See More, Sell More, and Grow More
Upgraded fulfilment
DIRTEA joined J&J after ongoing issues with delays, inaccuracies, and poor communication from their previous provider. J&J ensured a smooth transition and quickly stabilised D2C operations, restoring order accuracy and dispatch performance.
Since partnering in 2023, fulfilment reliability has improved dramatically, with consistent on-time dispatch rates and dependable service underpinning DIRTEA’s continued growth.
Visibility that drives smarter decisions
Through ControlPort™, DIRTEA now has real-time visibility across its entire operation. The team uses the platform daily to track inventory, manage assemblies, and generate stock reports.
Reporting features allow them to analyse historical data, identify trends, and make proactive supply chain decisions. This level of transparency has significantly improved forecasting accuracy and operational efficiency.
Hands-on support for global growth
As DIRTEA expanded into B2B and US markets, J&J provided hands-on guidance and cross-border expertise. Their dedicated Account Manager worked closely with teams across multiple facilities (including at J&J’s East Coast site) to ensure compliance, set up local fulfilment, and coordinate international logistics.
This proactive collaboration has accelerated DIRTEA’s global strategy, giving them direct access to support and real-time operational assistance as they continue to scale.
Having direct access to people on the ground has made a huge difference.
Tom Wilkinson, Head of Operations, DIRTEA
The results
Since partnering with J&J Global Fulfilment, DIRTEA has been able to:
- Maintain a 99%+ on-time dispatch rate across all D2C orders
- Gain full visibility and control of stock and order data through ControlPort™
- Improve forecasting accuracy and inventory planning
- Expand into new international markets with local fulfilment support
- Free up internal resources to focus on product innovation and brand growth
For Andrew, Simon, and the DIRTEA team, J&J has become a trusted extension of the business, offering the reliability, flexibility, and attentiveness that they require to deliver both their national and international growth strategy.
If you’re a fast-growing brand that needs support in maintaining that all-important customer experience whilst simultaneously driving growth, talk to J&J. We’re here to help, and offer a no-obligation consultation to learn if we’re the right fit for you.