The Painter's Wife: end-to-end management of a dog fashion e-commerce with Holded
The Painter's Wife manages its sustainable dog fashion e-commerce with Holded, controlling inventory, invoicing, and CRM across more than 50 points of sale.
This company has turned dog clothing into a true art form.
The Painter's Wife is a sustainable fashion business creating garments for dogs. The company was born from its founders' personal need after adopting Pepa, a dog that needed quality clothing. The team includes designers, veterinarians, and "doggy testers" to develop products with sustainable materials. Today they sell worldwide through more than 50 points of sale.
In this interview, Rosana Agrelo, founder of The Painter's Wife, explains what it is like to work with animals and manage a growing e-commerce business.
How did The Painter's Wife get started?
It all started when we adopted Pepa. We were looking for quality clothing for her and could not find anything that convinced us. We decided to create our own garments, combining design, sustainable materials, and functionality. What began as a personal project turned into a brand that now sells at more than 50 points of sale worldwide.
What challenges do you face managing an e-commerce with so many points of sale?
The biggest challenge is stock control. When you sell through your own online store and also have distributors and physical retail locations, you need to know at all times what you have available and where. Holded lets us manage stock in the cloud, giving us complete real-time inventory visibility.
How do you use Holded's CRM?
The CRM is essential for us. We track campaigns, manage relationships with distributors, and keep all customer information centralized. This allows us to offer personalized service even as we grow, which is something we never want to lose.
What role does invoicing play in your day-to-day?
We invoice both end customers and distributors in different countries, each with their own tax requirements. Holded simplifies that process enormously. We can generate invoices tailored to each market and keep our accounting up to date without spending hours on administrative tasks.
What would you recommend to other entrepreneurs starting an e-commerce business?
From day one, invest in a good management tool. We started with spreadsheets, and honestly, when we made the switch to Holded, everything changed. Having invoicing, inventory, CRM, and accounting in one place gives you tremendous peace of mind to focus on growing the business.
