About this episode
Most brands don't set out to build a complex omnichannel fulfillment operation—it evolves as they grow. A DTC channel gets added. Then wholesale. Then foodservice. Then EDI. And suddenly, the 3PL contract you signed two years ago can't support the omnichannel order volume and complexity your business actually needs.
In this episode, Kara Strasser, VP of Supply Chain at Made In Cookware, walks through how the brand rebuilt its omnichannel fulfillment strategy from the ground up—replacing a rigid, single-channel 3PL with a flexible hybrid model built to scale across every channel.
Key takeaways
- Omnichannel fulfillment requires flexibility—rigid 3PL contracts become a liability as your channels grow
- Single-source fulfillment partners create risk; optionality is essential for omnichannel brands
- Data visibility across channels is the foundation of a resilient fulfillment strategy
- A hybrid owned + 3PL fulfillment model gives brands a real-world testing ground for scaling new channels
- AI automation is the next frontier for omnichannel fulfillment teams managing high operational complexity
About the Guest
Kara Strasser is the VP of Supply Chain at Made In Cookware, a premium kitchenware brand based in Austin, TX. With a background in engineering and management consulting — including supply chain work at Deloitte — Kara brings a systems-minded approach to omnichannel fulfillment operations. At Made In, she oversees a hybrid fulfillment model spanning an owned warehouse in Texas and a national 3PL network, with a current focus on AI-driven automation and omnichannel order management.
