How Fulfilment Fuels Global Growth with Fidelity Fulfilment & Tile

At DTC Live, Simon, Co-Founder and Director of Fidelity, sat down with Brent, International Distribution & Warehouse Manager at Tile, to unpack the evolving role of fulfilment in global e-commerce growth. The conversation offered a rare behind-the-scenes look into how a strong fulfilment partnership—grounded in tech, trust, and mutual ambition—can make or break a brand’s international success.

From Startup to Global Scale

Simon opened the chat by reflecting on Fidelity’s own journey:

"We started in 2010—just the two of us—and now we've got warehousing all over the world."

Fidelity now operates facilities in the UK, Netherlands, and the US, and supports some of the fastest-scaling consumer brands. One of those brands is Tile, a global leader in Bluetooth tracking devices and a subsidiary of Life360, with over 75 million active users per month. Tile’s international footprint now spans 230 countries, and that kind of reach demands a fulfilment partner who can move at the same speed.

Simon's story illustrates how fulfilment, when handled well, can evolve alongside rapidly growing companies.

Fulfilment as a Growth Enabler, Not Just a Service

Fidelity approaches fulfilment not as a fixed service, but as a dynamic growth enabler. Unlike traditional 3PLs that rely on off-the-shelf systems, Fidelity has invested in building its own software stack. This allows them to tailor their operations to clients with fast-paced, often complex B2C and B2B requirements, while keeping things simple on the warehouse floor.

As Simon explains:

"We went out and built our own software stack. Our clients tend to be involved in, fast paced growth, B2C, B2B... So we have to be able to provide a solution for them that is kind of molded to them, whilst always making it very simple for us to operate on the shop floor."

That balance—between adaptability and operational clarity—is a core reason brands like Tile chose Fidelity. During their expansion, visibility and control over their operations became non-negotiable. Fidelity’s infrastructure, including owned warehouses and proprietary tech, gave them the scalability they needed without sacrificing transparency.

Brent put it simply:

"Fidelity could handle that volume... and the big point for us was really their tech, the visibility of our stock, orders, everything."

Avoiding the Pitfalls of Traditional 3PLs

Both Simon and Brent acknowledged that too many brands settle for fulfilment providers who are "big enough" but lack the flexibility or cultural fit required to grow together.

"You often go with the bigger company for security, but you’re just a number to them," Brent said.

Simon added:

"That piece for us is also really important, that we give the brand owners the freedom, and also trying to encourage them to think of new and interesting ways to do things, and will leave us with the problem of how you do it. I guess you almost become part of the brand."

That freedom to innovate on the brand side—whether it’s custom packaging, international compliance, or cross-channel selling—only works if the fulfilment partner is agile enough to bring those ideas to life.

What Should Brands Look for in a Fulfilment Partner?

When choosing a fulfilment partner, many brands focus too heavily on cost or warehouse capacity. But those elements are just the baseline. What truly determines long-term success is the cultural and strategic alignment between brand and fulfilment provider. The right partner doesn’t just ship boxes — they grow with you, adapt to your needs, and act as an extension of your team.

Simon emphasized that fulfilment only works when both sides are fully invested in each other’s success. Rather than choosing based on size or legacy, he recommends prioritizing compatibility:

“I’d be looking for the right cultural fit. That’d probably be number one on my list.”

This sentiment was echoed by Brent from Tile, who pointed out the risks of being just a number with larger providers. Instead, they sought a fulfilment partner that could support their evolution — from small stock levels to global scale. His advice is clear: don't just look for a supplier. Look for a collaborator who understands your product, your market, and your ambitions.

Ultimately, true growth for brands can only happen when your fulfilment partner is just as committed.

Looking Ahead

Fulfilment is no longer a back-office function—it’s a strategic growth enabler. As DTC brands become more experiential, personalized, and globally ambitious, the fulfilment function must evolve with them. Simon mentioned:

“The industry is evolving rapidly... In order to sell more, you need to do more customization… we have to be able to adapt to provide those physical services.”

He praised Tile’s role in driving innovation:

“They’re really open with what they want to see… If you’ve got customers that aren’t really pushing you, are you doing a good job? Who knows?”

For Fidelity and Tile, that future is being built together—one SKU, one country, one delivery at a time.