How Reel Paper Scaled Sustainably to 1 Million D2C Orders with Flowspace

How Reel Paper Scaled Sustainably to 1 Million D2C Orders with Flowspace

At SubSummit, Reel and Flowspace highlight why fulfillment is more than shipping—it's the foundation of loyalty.

At SubSummit, the world’s largest direct-to-consumer subscription conference, sustainability-focused brand Reel Paper and fulfillment platform Flowspace shared a compelling look into what modern e-commerce fulfillment really requires—and how getting it right can turn a brand from pandemic boom to long-term business.

Reel, known for its tree-free, bamboo-based toilet paper and plastic-free packaging, is on the brink of fulfilling its one millionth direct-to-consumer (D2C) order. The surprising part? Their operations team consists of just one full-time team member. As explained on stage by CFO and COO Joe Stilphen, the key to managing that scale was finding the right partner early: Flowspace.

Flowspace Enabled Reel’s “Army of One” Strategy

Flowspace empowers e-commerce brands like Reel to scale efficiently through its distributed fulfillment network, real-time inventory management, and integrations with key platforms like Shopify and Amazon.

With Flowspace handling warehousing and logistics, Reel could focus on customer experience and brand growth rather than expanding a costly in-house ops team. Their technology-first approach allowed Reel to “stay small and act big,” leveraging automation and visibility to meet customer expectations across every order.

Fulfillment Is the First Brand Impression—And Often the Last

At SubSummit, the session emphasized a key truth: fulfillment drives retention. A poor delivery experience—late, inaccurate, or damaged—can lead to churn. In fact, 85% of consumers won’t reorder after a bad delivery, making fulfillment not just a cost center but a growth engine.

With high dimensional weight and recurring parcel costs, Reel knew it wasn’t enough to optimize for the cheapest rate card. Instead, they worked with Flowspace to optimize for reliability, prioritization of key orders, and exceptional customer experience. This includes using premium carriers for first-time deliveries, which often boosts conversion and customer trust.

The Hidden Power of a Thoughtful RFP Process

Stilphen encouraged other brands to rethink their RFP (Request for Proposal) approach. Too many companies chase pennies in shipping or storage, ignoring crucial variables like tech stack compatibility, order prioritization, and communication responsiveness.

Flowspace stood out for Reel because of its proactive approach, not just reacting to issues but anticipating needs as the brand scaled into new sales channels, including retail relationships with companies like Albertsons.

Fulfillment Maturity: Beyond Four Walls and a Forklift

As Reel grows, so do its requirements—from managing address changes and SKU complexity to launching new product lines. The Flowspace platform gives them the flexibility to adapt, the insight to monitor performance, and the capability to treat logistics as a core driver of customer lifetime value (LTV).

Fulfillment is not just about taping a box. It's the first physical brand interaction—and it sets the tone for everything that follows.

About Reel Paper

Reel Paper offers eco-friendly, 100% bamboo toilet paper and paper towels delivered to your door. Every purchase supports Reel’s mission to eliminate plastic waste and improve global sanitation access.

About Flowspace

Flowspace provides on-demand warehousing and e-commerce fulfillment for brands across industries. With a vast national network, deep integrations, and logistics automation, Flowspace makes it easy to scale without sacrificing service.