by Nish George, CEO
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“How are we so awful at backpacks?” I remember thinking.
I was visiting BCN1, Amazon’s high-tech robotic warehouse in Barcelona, during one of my routine missions to help Amazon cut costs. That’s when I stumbled across a cordoned-off mountain of backpacks — a pile literally the size of my apartment.
I asked a manager what it was. She explained it was a problem-solving area. Any time a worker measured a backpack with the straps out, the system flagged it as a “big thing” and rejected it from the small-things warehouse. So they boxed the backpacks up and shipped them to XESA, the nearby big-things warehouse.
Seemed logical — until I went to XESA.
By tracing the data, I discovered that backpacks were being bounced between two facilities—BCN1 and XESA—without ever moving toward customers. Those repeated transfers drained cost and capacity, yet no one noticed because the system was built for scale, not attention.
Now think about “Anna” (not her real name) — the unlucky brand owner behind these backpacks.
Anna invested in ads and inventory, trying to grow her business on Amazon. But despite getting traffic, customers were seeing out-of-stock messages and shipping delays. Sales cratered, and her brand took the hit.
Anna tried to get help. She called Amazon. After waiting through automated menus, she finally reached a call center rep working from home — someone who had never seen her products and started by upselling an FBA program:
“Did you know we can ship your backpacks even when you sell them on your own website?”
No one at Amazon was trying to destroy Anna’s brand.
They were just too big to feel her pain.
For DTC and e-commerce brands like Anna’s, this is exactly why choosing the right-sized 3PL matters:
Even with top talent and tech, a huge 3PL won’t make time for your brand. You become a ticket in a queue — not a relationship.
Smaller 3PLs may care deeply, but often lack the tech stack, leadership, or staffing to execute consistently.
I believe every brand deserves a 3PL that’s just the right size — not too big to care, not too small to scale.
At Fetch, we hit the “Goldilocks zone” of fulfillment:
Your Brand’s Best Friend
At Fetch, we’re proud to be the right-sized fulfillment partner for growing e-commerce brands — the kind who want great tech, real humans, and no boomerang logistics nightmares.
We’re proud to be Your Brand’s Best Friend.
(Even if you sell backpacks.)
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Fetch Fulfillment is a New Jersey-based 3PL for brand owners who want direct-to-consumer fulfillment to be the least stressful part of their business. Most 3PLs are good at one thing, like shipping on-time, or having modern tech, or picking up the phone. What makes Fetch unique is that it's stellar at all 3: it provides high-end boutique-grade customer service -- as seen in its glowing reviews and +92 net promoter score -- combined with its real-time cutting-edge tech and well-managed operation, with 99.2% same-day shipping and 99.95% order fill-rate. The Fetch team lives by its motto: they are Your Brand's Best Friend.
