Avalara International
Building a Global Branded Merchandise Program, SuccessfullyAs Avalara expanded globally, managing branded merchandise became complex and costly. Brand Fuel redesigned their merch program with regional sourcing, a centralized online store, and curated new-hire kits.
And, it is working! Since launch, the online store has had a 46.3% increase in sales.
We built a scalable system that creates a consistent brand experience for employees worldwide (a smile is universal, after all!) while reducing international shipping and customs costs.
Meet Our Client
Avalara International is a global technology company helping businesses navigate tax compliance with confidence.
With employees spread across multiple regions, Avalara ranks building culture as deeply important. But delivering a consistent brand experience worldwide is not simple.
Since 2021, Olivia Cestra and her team at Brand Fuel have closely collaborated with Avalara to turn a complex, global merch need into a streamlined, scalable program that consistently enhances the employee experience.
THEIR CHALLENGE
Avalara’s international growth brought complexity.
It had been a struggle to keep up with employee demand, particularly at a global scale. Product availability varied by region, tariffs drove up costs, and customs processes made international fulfillment slow and expensive. Consistency, both in product quality and brand experience, was difficult to maintain.
At the same time, Avalara viewed merch as more than swag. They wanted a comprehensive offering of quality, designed and curated apparel - and these folks are creative! Think beyond tees and towards customized letterman jackets and flannel shirts. Available through an online store and in new-hire kits, this apparel delivers a strong first impression and helps new employees feel like they belong from day one.
Key Objectives
- Create merchandise that felt meaningful, reusable, and delivered high ROC (return on community)
- Deliver consistent kits across regions, reduce international shipping and customs costs
- Create an online store for employees to access and order products without the need for Avalara staff to execute
OUR SOLUTION
Brand Fuel designed a robust branded merchandise offering and regionally sourced, globally consistent merchandise program with 3 focuses:
- an online store
- a new-hire kit
- campaign-focused pop-up stores at their major events.
Leveraging Brand Fuel’s international IPPAG network and sourcing community, Olivia and team identified products that could be sourced within each region.
This dramatically reduced international freight, tariffs, and delays, while maintaining a cohesive look and feel worldwide.
Each new-hire kit was thoughtfully curated to reflect the Avalara brand and culture, including:
- Custom backpack
- Branded tee shirt
- Journal tri-pack
- Stickers + Magnet
- Welcome card + Avalara manifesto
- Custom-branded box
In addition to the kit, Olivia and team set up large stores onsite at Avalara’s biggest conferences. With large displays and tons of merchandise, employees get pumped to see what limited edition jackets and tees are available.
The limited edition jackets have become something the team looks forward to year after year.
The result: a branded merch program that feels premium, intentional, and distinctly Avalara. With zero operational friction.
THE IMPACT
Return on Investment
- 46.3% increase in online store sales since launch
- Reduced international shipping, staff, and customs costs through regional sourcing
- A scalable system that supports ongoing growth without increasing complexity
Return on Emotion
- New hires receive a warm, thoughtful welcome, making them feel valued, seen, and connected to the brand
- The kits create a sense of belonging, which is especially important for remote and globally distributed teams
Return on Community
- Consistent branded merchandise across global regions reinforces Avalara’s culture
- Sustainable, reusable items reduce waste and increase long-term brand visibility
Avalara's CEO with Brand Fuel's Olivia Cestra
Images from Avalara's merch store at their Staff Revenue Kick-Off Conference
LESSONS LEARNED
Over the years, our relationship has grown beyond a vendor-client dynamic into a true partnership. Brand Fuel operates as an extension of Avalara’s brand, helping them solve complex global challenges while staying rooted in culture, care, and consistency.
For Brand Fuel, this work has expanded our own expertise, deepening our understanding of global sourcing, international distribution, and the nuances of branded merchandise across markets.
We love partnerships like Avalara’s, where collaboration and a little merch magic turn challenges into opportunities.
Interested in building a smarter global merch program?
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