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Case study

From US shipping to local fulfilment: How 3PL helped Happiest Baby cut delivery times and costs

Happiest Baby logo in white

Happiest Baby is a California-based parenting technology and infant sleep company founded in 2001 by paediatrician Dr Harvey Karp and his wife Nina Montée Karp. At the heart of the business is its flagship SNOO Smart Sleeper, an AI-enabled bassinet designed to help babies sleep safely on their backs. Its other products include Sleepea swaddles, SNOObear and the SNOObie sound machine, alongside parenting books and a mobile app.

The challenge

As Happiest Baby expanded its presence in the UK and Europe, fulfilling individual orders from the US was creating longer delivery times and higher fulfilment costs. The business needed a more localised operating model, bringing stock closer to customers while maintaining the service, visibility and returns infrastructure needed to support continued growth.

The answer was to move UK and EU fulfilment to 3PL.

98.5%+

Orders shipped on time and in full

80%

Reduction in delivery time from 3-5 days to next day

Local fulfilment without building a local operation

Partnering with 3PL, Happiest Baby was able to establish a UK fulfilment capability without taking on the infrastructure, people and operational complexity of running its own warehouse.

Our operational expertise, technology and 24/7 visibility provide the support needed to manage and scale the operation as Happiest Baby’s UK and EU business grows.

  • Inventory closer to customers: Holding stock in the UK reduces reliance on international parcel shipping and shortens delivery times.
  • 24/7 visibility: Through 3PL Fusion, Happiest Baby can access real-time stock, order and shipping information, supporting demand planning and replenishment.
  • Supporting the circular lifecycle of SNOO: The SNOO Smart Sleeper has a different operational lifecycle to a typical eCommerce product. Returned units need to be handled efficiently to support Happiest Baby’s recommerce model. Our UK-based returns operation provides the infrastructure needed to manage that process alongside day-to-day fulfilment.

Faster delivery, lower cost and greater scalability

Since moving fulfilment closer to UK and EU customers with 3PL, Happiest Baby has seen clear operational and commercial benefits:

  • 98.5%+ of orders shipped On Time, In Full (OTIF), demonstrating consistently strong fulfilment performance.
  • Reduced delivery times from 3-5 days to next day.
  • Lower cost to serve through localised fulfilment.
  • Increased product availability for UK and EU customers.
  • A significantly expanded SKU range, supported by a robust fulfilment operation.

Over the years, we’ve developed a deep understanding of Happiest Baby’s operation and adapted our support as its needs have evolved. The outsourced model is now firmly embedded in the business, with continued contract renewals reflecting the trust and confidence built through the results we consistently deliver together.

A scalable model for international growth

Moving fulfilment to the UK has helped Happiest Baby reduce delivery times and lower costs, while giving the business the flexibility to expand its product range as international sales have grown. Importantly, this has been achieved without the investment and complexity of running its own UK warehouse.

For international brands, delivering a local customer experience doesn’t have to mean building and running local infrastructure.

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