How Dashl reduced costs and accelerated growth with Prime Penguin’s integration platform
Dashl, the Swedish beauty brand specializing in natural and non-toxic beauty treatments and vegan beauty products, has rapidly expanded its operations. With Beauty Bars in major Åhléns department stores and a growing eCommerce presence, Dashl needed a scalable logistics solution to support both B2B and D2C sales.
We sat down with Anastasiia Burlachenko, Logistics Project Manager at Dashl to learn more about her work for Dashl, her experience with Prime Penguin and their plans moving forward.
In this article:
Background:
Founded in 2017, Dashl is a Swedish beauty brand revolutionizing self-care with natural, toxin-free beauty treatments and products. Their Beauty Bars located in Åhléns department stores, and their Beauty Academy where they train professional makeup artists, reflect their commitment to safe and empowering beauty experiences.
As the brand grew, so did their logistics complexity. In 2021, they partnered with Prime Penguin to integrate their Warehouse Management System (WMS) with their eCommerce platform. This was followed by a seamless Zalando integration in 2022. In August 2024, they migrated to a new WMS, successfully re-routing all orders without disruption.
Solution:
Dashl needed a flexible, scalable logistics solution that could accommodate their rapid growth. Since Shopify and Zalando did not support the specific functionalities Dashl required, Prime Penguin custom built these directly into its platform to meet their needs.This ensured that correctly created Zalando shipping labels could be sent to their WMS, while also supporting bundled product offerings in Shopify and Zalando.
When Dashl decided it was time to move to a new warehouse that could meet their evolving needs, the migration was executed smoothly. Prime Penguin’s plug & play integrations enabled Dashl to remain focused on business expansion without being burdened by technical challenges. Remarkably, the entire migration process was completed within just a few hours, ensuring minimal disruption.
“For the majority of eCommerce players, it is great to use a third party solution like Prime Penguin. Additionally, we do not need to build our own IT-team when working with Prime Penguin, because you cover our needs in terms of both integration and development.”
– Anastasiia Burlachenko, Logistics Project Manager at Dashl
Result:
With Prime Penguin’s support, Dashl has eliminated the need for costly in-house IT-resources while maintaining seamless logistics operations. Prime Penguin’s rapid response times, often within 10 to 15 minutes, have built deep trust in their ability to resolve issues instantly. As a result, the move to a new WMS has significantly improved order fulfillment, thanks to Prime Penguin’s seamless integration.
“So far, not a single person has claimed a lost parcel, which is not only beneficial for our revenue but also for our customer experience. We also adopted a new B2B delivery service with delivery next business day. Sometimes I don’t even have time to notify the other party of the shipment before it has been delivered. Our experience for both B2B and D2C customers is definitely elevated.”
– Anastasiia Burlachenko, Logistics Project Manager at Dashl
Without Prime Penguin’s expertise, the transition wouldn’t have been as impactful. Had Dashl built the integration themselves, the move would have been slower, costlier, and far less effective for both their bottom line and their customers’ experience.
“Integration projects usually take months, but with Prime Penguin it was done in hours. Their fast communication and ability to translate technical needs into simple solutions have made a huge difference.”
– Anastasiia Burlachenko, Logistics Project Manager at Dashl
As Dashl continues its rapid international expansion, Prime Penguin remains a trusted logistics partner by ensuring their operations are future-proofed for sustained growth. With new markets comes the need for more integrations, additional warehouses and tailored custom solutions – areas where Prime Penguin is ready to support Dashl every step of the way.