OHMME

“What was important to me was to be able to track my packages, see when things were being fulfilled, and at what rate. From this perspective, James and James offers the most reliable possible service.”

Louis d’Origny, Founder, OHMME
OHMME founder, Louis D'Origny, pitches his business to would-be investors on TV's Dragons' Den
OHMME founder, Louis d’Origny, pitches his business to would-be investors on TV’s Dragons’ Den – the UK equivalent of Shark Tank.

“I used to work in finance,” begins Louis d’Origny.

“The coolest guy on the trading floor wasn’t the most macho. He was this Jedi, who did loads of yoga. He inspired me to get into the health and fitness lifestyle, and I felt these amazing benefits. I wanted to share that with the people around me.”

Three years on, Louis’s vision for a sustainable apparel brand that gets more guys into yoga is a reality. OHMME has nine employees, fresh funding from TV’s Dragons’ Den (the UK equivalent of Shark Tank), and burgeoning online sales.

 

Outsourced fulfillment gives OHMME focus

Louis’s success is born out of knowing his strengths and weaknesses; from the start, he decided to outsource OHMME’s order fulfillment and concentrate on other things.

“Our primary focus is what we’re good at,” Louis explains. “Designing clothes, finding the best materials, taking great photos and spreading our message. Fulfillment needs to be done by the specialists – by the people who can really own it.”

Cost was also an issue for the London, UK-based firm. “Space is so expensive that doing it ourselves would’ve been impossible,” he adds.

Inaccurate fulfillment impacts the customer

OHMME’s first experience with a fulfillment provider was stressful, however.

“[Fulfillment] used to be a massive worry of mine,” explains Louis. “With our previous provider, I didn’t feel confident in the service. It was inaccurate and didn’t feel safe – orders simply weren’t showing up.

“Fulfillment is so important for the customer experience. Once a customer has placed their order, and had this amazing experience online, the next point of contact is the delivery. Making sure that happens on time is key.”

James and James offers “most reliable possible service”

Seeking a better experience for its customers, OHMME switched its fulfillment to James and James.

“I chose them because of the technology,” says Louis, referring to ControlPort. This unique, cloud-based platform gives retailers full visibility over the inventory and orders that James and James handles on their behalf.

“What was important to me was to be able to track my packages, see when things were being fulfilled, and at what rate. From this perspective, James and James offers the most reliable possible service.”

“It’s made a big difference to how well I sleep at night, knowing that deliveries are being done, that pick and pack is accurate, and that all my stuff is safe. It never happens that there’s a mistake, that a customer receives the wrong item. For me, it’s one less problem to worry about.”

Dragons’ Den creates surge in demand

James and James’s accuracy and reliability was put to the test when Louis pitched OHMME on Dragons’ Den. In the month of his TV appearance, the company’s order volumes were three times greater than normal. Yet James and James handled them all without a glitch.

Talking about his Dragons’ Den experience, Louis says: “It was a lot of work and I was really nervous, but we got the investment.”

So what’s next for OHMME?

“We’re looking to make better and better clothing, with better and better environmental certifications, and get more and more guys into yoga,” Louis concludes. “It used to be that 10% of the yoga class were male, but now it’s kind of 50:50. We must be doing something right.”


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