Published: 16 July 2026

From boutique to global brand: the Calla Shoes growth story

Supported in:

Supported an international growth strategy with fulfillment operations at two locations in the UK and the US
Healthy, consistent business growth over the duration of the partnership
High SLA performance throughout the entire relationship, spanning more than 8 years

460%

increase in monthly orders since 2018

33.4%

compound annual growth rate, 2018–2024

99.3%

SLA rate maintained throughout the partnership

Answering her own prayers

Calla Shoes is the brainchild of the company’s owner, Jennifer Bailey, who had herself suffered for over 20 years and was constantly frustrated by the lack of choice and style in existing footwear options. In 2016, she launched her own business to fill this gap, offering elegant shoes designed specifically for women with bunions. Since then, Calla has grown into a global brand, serving customers in over 40 countries.

Since bunions are a common condition among women of all ages, I saw the perfect opportunity to solve my own footwear problem, help other women in the same situation, and launch a business with a unique market positioning — all at the same time.

Jennifer Bailey, Founder of Calla Shoes

White-glove fulfillment

Premium handling and packaging to ensure a luxury customer experience

Global fulfillment

Scalable fulfillment supporting expansion across the UK, the EU, the US, and more than 40 countries

US fulfillment and localization

Inventory located in the US to reduce delivery times and shipping costs

Returns management

Product grading and resale process to recover value and reduce waste

Technology Integration

Real-time inventory visibility, forecasting, and purchasing insights through the fulfilmentcrowd platform

Cross-border optimization

A duty-paid shipping solution for Canadian customers, enhancing the international shopping experience

A partnership built on precision and care

In 2018, Jennifer partnered with FulfillmentCrowd to improve Calla’s operations. Our “white-glove” service ensures that every pair of shoes is handled with the utmost care, maintaining the premium experience that Calla’s customers expect. This partnership allowed Jennifer to focus on product development and business growth, knowing that fulfillment was in expert hands.

A chat with Jennifer Bailey, founder of Calla Shoes

Watch Jennifer discuss the relationship between Calla Shoes and fulfilmentcrowd.

From the initial contact through onboarding and the day-to-day management of our fulfillment needs, the service from fulfilmentcrowd has been seamless. Everything just fell into place; orders are processed within minutes and shipped to my customers with flawless service.

Jennifer Bailey, Founder of Calla Shoes

Streamlining operations for global expansion

Having successfully launched operations from fulfilmentcrowd's Lancashire-based facility, Matrix Park, Calla now outsources both fulfillment and delivery across the EU and has recently begun expanding into the US.

Providing a “white-glove” service, fulfilmentcrowd stores Calla’s products in a sterile, secure environment, handling each item with the utmost care to ensure they arrive at the customer in immaculate condition.

By eliminating the need for manual handling, the integrated technology provided by fulfilmentcrowd also allows Jennifer to free up the time she needs to focus on core commercial activities and business development.

Access to valuable, real-time data allows Jennifer to evaluate data-driven purchasing recommendations and track her buying patterns.

As Calla expanded into new markets, fulfilmentcrowd provided the infrastructure to support this growth. Here’s how we’ve supported her:

Entry into the US market: In April 2024, we facilitated the relocation of inventory to our Richmond, U.S. facility, reducing shipping costs and transit times.
US returns management: We implemented a new grading process for returns, allowing Calla to resell items that are not in new condition, thereby increasing order volume and reducing waste.
Canadian market optimization: By integrating with Swap, we enabled a duty-paid option for Canadian customers, enhancing their shopping experience.

Impressive growth metrics

Calla's partnership with fulfilmentcrowd has yielded significant results:

Order volume: Calla has increased its monthly order volume by over 460% since 2018, reaching a record high during the peak of 2024
CAGR: Achieved a 33.4% compound annual growth rate from 2018 to 2024
SLA Performance: Maintained a 99.3% service level agreement throughout several years of partnership

Looking ahead

With plans to expand further into the EU and Canada, Calla Shoes continues to rely on fulfilmentcrowd’s expertise and infrastructure to support its growth. Our ongoing collaboration ensures that Calla can focus on what it does best — designing stylish, comfortable shoes — while we handle the logistics.

“The team at fulfilmentcrowd is great — down-to-earth, practical, and experienced in all things eCommerce. They have clearly refined fulfillment into an art form, and they will be an important part of my business strategy as I continue to develop Calla’s international sales and product lines,” adds Jennifer.

Nothing makes us prouder than seeing our customers succeed — and kind words like these give us that warm, fuzzy feeling inside. We’re thrilled to be part of Calla’s journey and can’t wait to continue supporting Jennifer as she expands the brand into new markets, launches new products, and keeps comfort and confidence at the heart of every step.

Looking for a strategic fulfillment partner to support your brand as it grows? Get in touch with the team today.