In an era where even century-old brands must move with the speed of a nimble startup, Goorin Bros stands out as a model for supply chain transformation.
With 125+ years of heritage, the iconic hatmaker didn’t just survive the chaos of tariffs, pandemics, and supply chain disruptions—it thrived by embracing technology, supply chain visibility, and strategic logistics.
Silq recently hosted a deep-dive webinar with Goorin Bros' supply chain team, covering everything from inspections to fulfillment redesign. Below, we break down how this legacy brand retooled its global supply chain for the modern era, using real-time data, automation, and digital supply chain tools to enhance operational efficiency, demand planning, and profitability.
1. From Legacy to Leverage: Building a Modern Supply Chain
"We rebuilt the supply chain from scratch." That’s how Ryan Mirabile, Goorin’s VP of Supply Chain, framed their shift during the early pandemic. With double-digit growth amid global disruptions, the team acted quickly, evaluating providers, streamlining operations, and aligning systems to support DTC and B2B fulfillment.
Goorin didn’t just survive on brand legacy; it thrived by eliminating silos, breaking down manual processes, and embracing agility. With a lean internal team and direct buy-in from stakeholders, they adopted continuous change, testing new sourcing and procurement workflows without being hindered by legacy biases.
"We had to evolve quickly. Our older partners weren't keeping up with us." - Ryan Mirabile.
Their strategy reflects modern supply chain management principles, leveraging accurate supply chain data and real-time supply chain visibility to make informed decisions that align with customer expectations and product lifecycles.
2. Precision at Scale: Data, Inspections & Control
To compete at scale, Goorin prioritized end-to-end visibility of its supply chain. With production spread across China and Vietnam, maintaining consistent product quality became increasingly complex. Inspections became a key control point to ensure traceability and reduce inefficiencies.
"Having inspectors on the ground allowed us to compare product-to-spec in real time and eliminate errors before they shipped." - Ryan Mirabile.
Inspections provided more than just defect reporting—they became a strategic pillar of quality assurance, enabling Goorin to avoid costly reworks, mitigate shortages, and maintain brand trust with retail partners and end customers alike. Leveraging real-time inspection data also improved alignment between procurement, manufacturing, and logistics workflows.
They also rebuilt internal ERP systems, migrated from SAP, and implemented Silq’s platform to unify freight visibility, exception management, and supply chain risk forecasting.
As Lee McCoin, Goorin’s supply chain & logistics analyst, put it: "I start every day with our internal system and the Silq platform—it’s how I flag risks and avoid delays."
This strategy gave them real-time insights into inventory levels, sourcing lead times, and delivery windows, driving better decision-making across the supply chain. By connecting data sources and deploying automation, Goorin enhanced both their responsiveness and their competitive advantage.
Read More: Inspection Process in Manufacturing for DTC Quality Control
3. Fulfillment Strategy: Cost Reduction Without Sacrificing Quality
Facing rising U.S. labor and warehousing costs, Goorin relocated its fulfillment to a 3PL across the Mexico border, optimizing its distribution strategy and achieving sustainable cost savings.
"We store inventory duty-free for up to five years, control shrinkage, and gain better inventory accuracy. It’s been a game-changer." — Clay Sinatra, Director of Global Operations & Logistics at Goorin.
By shifting to a more scalable solution, Goorin unlocked automation opportunities, improved warehouse management visibility, and reduced lead-time bottlenecks, enabling a resilient supply chain from production to retailer. This gave Goorin the ability to respond in real time, minimize operational risks, and meet evolving customer expectations.
Technologies like AI-powered planning, IoT tracking, and even blockchain-enabled traceability are shaping the future of how shippers monitor product movement, reduce lifecycle waste, and maintain supply chain transparency. Goorin’s approach positions them for long-term scalability and bottom-line performance.
Read More: Preventing Stockouts & Maximizing Sales: Smart Inventory Allocation Strategies
Key Takeaways for Consumer Brands Looking to Scale
- Visibility is non-negotiable: Invest early in supply chain visibility software that integrates real-time tracking, automation, and control tower functionality.
- Modernize fulfillment workflows: Regional 3PLs, FTZs, and AI-powered forecasting tools unlock better customer satisfaction, traceability, and cost savings.
- Use inspections strategically: Third-party inspections can uncover upstream issues, reduce manual QA workloads, and ensure accountability across your supply chain operations.
- Drive transformation across stakeholders: Goorin’s success stemmed from eliminating silos, embracing machine learning, and leveraging data analytics for better decisions.
- Understand the benefits of supply chain visibility: From risk management and demand planning to inventory control and stakeholder alignment, supply chain visibility is essential for a scalable future.
Silq was proud to partner with the Goorin Bros team in modernizing their operations. From factory inspections to freight forwarding and real-time shipment tracking, their supply chain transformation proved that the right digital infrastructure delivers tangible bottom-line results.
Want to learn more about modernizing your supply chain?
Explore Silq’s Inspection & Freight Services to see how we help brands move smarter, from procurement through customs and delivery, with fewer delays, real-time visibility, and traceable workflows.
