“With Crisp, we can go from reacting to seasonality to planning into seasonality.” Paul Voge, Co-Founder and CEO Ultimately, this creates a win-win for Aura Bora and for buyers: “We’re both achieving the same end goal: product on the shelf that the consumer can buy,” Paul explains. They can see that this PO is coming, and proactively work with their KeHE relationship manager to be prepared.
For example, they might see that if an order comes in at the KeHE Chino warehouse in the next 4 weeks, it will wipe out the existing inventory.
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Then, they overlay this inventory data with other retailer data sources and category data from SPINS, giving them a full picture of where sales are growing and which DCs those key accounts pull from. To start, Aura Bora’s sales team uses Crisp to check inventory by SKU and weeks of supply daily at key warehouse locations. Paul knows that data is his most powerful tool here: “With Crisp, we can go from reacting to seasonality to planning into seasonality,” he explains. At the same time, the team has to adequately ramp up DC inventory as peak season starts to kick in, and backfill the depletions from the warehouse quickly enough. As Paul explains, “High seasonality means we have a very dynamic inventory management challenge on our hands.” For example, Aura Bora has to ensure they aren’t overstocked with inventory that will just sit in warehouses during the cooler months. This is particularly important for sparkling water, which has one of the highest degrees of seasonality of all CPG products. As an in-demand brand, one of Aura Bora’s biggest priorities is managing inventory to keep Distribution Centers (DCs) and retailers in full supply. With Crisp, Paul quickly had a picture of the company’s distributor business in one convenient location. “It was ‘death by portals.’” When he saw that Crisp could help him consolidate all of that information in one place, it was an easy choice. “I always needed a second screen to have multiple portals up at the same time,” Paul recalls. With so much going on, Aura Bora’s lean team couldn’t continue to spend time with their heads buried in vendor portals to manage their growing distributor and retailer partnerships. “Every day is a new adventure,” Paul says. Sound like a lot? It is, but that keeps things interesting. More portals, more problemsĪs CEO, Paul Voge does more than pitch to the sharks: he leads product development and innovation, brand and marketing, commercialization, operations, and administration. And when the episode aired in 2021, they were inundated with more DTC orders in a single day than the entire history of their website. But there were still some inflection points in demand: when Paul and Maddie got a call from the producers of Shark Tank inviting them to pitch the following week, they hopped on a plane and ended up with an investment. Aura Bora describes their distribution growth as “steep, but intentional,” allowing them to fully deliver on all of their retail partnerships. Now, their botanical blends are expanding into conventional grocers like Safeway and Albertsons. They started with independent stores, then spread to regional natural chains, followed by a national launch with Sprouts this past summer. Even more unique, Aura Bora boasts no added sweeteners or preservatives, and donates 1% of its proceeds to environmental causes.Īura Bora first charted its way into the retail world through the natural channel in 2020, where the brand found early adopters looking to try new, exciting flavors. Both environmentalists with a love for the outdoors, the two set out to make a sustainable sparkling brand that challenged people to “drink weird water.” Enter Aura Bora: a sparkling water made from herbs, fruits, and flowers (think cactus with rose petals, lemongrass coconut, and lavender cucumber). They noticed that the most frequently consumed drink in the office fridge was sparkling water, but were disappointed by the lack of imagination found in the existing offerings. It started with husband and wife duo Paul and Maddie Voge, who at the time were both working in the tech sector. Earthly ingredients, otherworldly flavorsĪura Bora believes that water – and business – should be a little more flavorful. Aura Bora’s fast-moving team tracks inventory daily in Crisp to keep every warehouse in full supply, helping sales skyrocket across DTC and retail.
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