Background
Malosi is a rapidly growing fishing tackle brand redefining the modern fishing experience through bold design, innovation, and performance-driven products. What started in a spare bedroom as a passion project between brothers Jon and Niko — handcrafting timber lures — quickly evolved into a formal business built on meticulous craftsmanship and innovation.
As Malosi’s reputation and product demand grew, so did the complexity of serving its wholesale partner network. While Shopify supported their direct-to-consumer (B2C) eCommerce, the brand needed a more robust and scalable solution to support their expanding B2B operations and retail partnerships — especially as they looked beyond product development to enhance how they serve and collaborate with retailers globally.
Malosi’s deep experience with Shopify made their initial transition to a Shopify-based B2B solution seem like a natural next step. However, it soon became clear that adapting a platform built primarily for consumer eCommerce couldn’t deliver the wholesale functionality and flexibility the brand required. Shopify wasn’t designed to support the complexity of wholesale without significant customisation, and relying on additional apps and plugins added both cost and ongoing maintenance — not to mention valuable time spent building features that could have been better spent selling products.
What Malosi needed was a purpose-built B2B eCommerce platform that caters for the specific sales, marketing and product education nuances of wholesale — one that could manage complex ordering, provide real-time stock visibility, enable pre-booking, and streamline wholesale operations right out of the box.
“I know Shopify really well, so I thought it shouldn’t be too hard to build our B2B on it,” says Nathan Reid, Head Of Ecommerce & Operations, Malosi. “But once I started, I realised just how much had to be built from scratch just to get the basics up and running.”
“You can make it work, but you’re really hacking an eCommerce platform to suit B2B,” Nathan explains. “It started to feel like trying to fit a square peg into a round hole.”
Solution
Rather than continuing to adapt a B2C-first platform, Malosi began looking for a solution built specifically for wholesale. That search led them to Brandscope, a B2B eCommerce platform designed for wholesale management.
Unlike Shopify, Brandscope provided the B2B functionality Malosi needed out of the box — including pre-booking, clearer wholesale product presentation, and tools that supported both retailers and the sales team without additional development.
“With Brandscope, it was clear the platform already had everything we needed from a features and functionality point of view,” says Nathan. “We didn’t need to keep building or testing — we could just switch it on and start selling.”
This was particularly important as Malosi prepared to roll out a high volume of new SKUs.
“We had a pretty ambitious goal to produce and release a lot of new products,” Nathan says. “Brandscope meant we could hit more customers with new products much quicker, instead of spending time worrying about the platform.”
The move to Brandscope also streamlined Malosi’s B2B operations, giving the team better visibility and control over stock and orders as product volumes increased. The platform’s real-time stock visibility and pre-order management capabilities allowed the team to efficiently manage wholesale operations without relying on multiple apps or custom code.
In addition to streamlining wholesale operations, Brandscope supported Malosi’s distribution growth through the Brandscope Retailer Marketplace. As a curated B2B marketplace, Brandscope connects brands with qualified, vetted retailers actively sourcing new products, enabling discovery without the need for additional outbound sales or marketing spend.
For Malosi, this created new opportunities to expand their retail footprint while maintaining full control over wholesale pricing, inventory visibility, and customer relationships — all within a platform designed specifically for B2B trade.
Outcome
Since transitioning to Brandscope, Malosi has been able to streamline wholesale operations and focus primarily on growth. Faster product rollouts, clearer stock visibility, and improved order management have removed friction from day-to-day operations, allowing the team to prioritise sales over system management.
A key benefit for Malosi has been real-time visibility across wholesale activity.
“I like that I can jump into Brandscope at any time and see exactly what’s been ordered by agents and retailers,” says Nathan. “It’s all there in real time, it’s efficient, and it’s easy to access — it takes the guesswork out of ordering and knowing what’s been sold.”
For the first time, Malosi was able to offer pre-booking on new ranges — a major milestone for their wholesale strategy.
“Being able to pre-book our new staples range was really important,” says Nathan. “Customers can see stock levels, pre-book what they need for the future, and still order what’s available right now. They can also work intimately with our sales team in real-time to collaborate on formulating orders.”
This improved ordering experience, enabled by Brandscope’s wholesale management software, has led to smoother workflows for the sales team and stronger engagement from retailers.. Sales have increased alongside new product launches, with Brandscope supporting demand and ensuring the platform could scale as the business grew.
“We’ve definitely seen an increase in sales,” Nathan adds. “That’s come hand in hand with releasing new products, but having a platform that can actually support that demand has made a huge difference.”
With Brandscope in place, Malosi now has a wholesale foundation built for growth — enabling the team to move faster, stay in control, and scale with confidence.
Testimonial
“Since partnering with Brandscope, we’ve definitely seen an increase in sales. The biggest advantage for us has been speed to market — the platform just does its thing, allowing us to focus on selling our product and getting it into more people’s hands.”
