Maya Delorez ships to ~80 markets a month without manual shipping admin

Maya Delorez is a Swedish equestrian apparel brand built for modern riders: performance materials, sharp design, and a community-led feel. Founder and CEO Madelene Törnblom started the business with a simple instinct: if the product experience is premium, the delivery experience cannot feel improvised.

As the brand scaled internationally, that belief turned into an operational requirement: remove manual shipping work, reduce errors, and keep the post-purchase experience smooth enough that customers don’t need to ask questions.

Challenge

In the early days, Madelene did what startup founders do: she handled everything. That included shipping.

But international growth quickly exposes the hidden cost of manual fulfilment. Madelene describes a phase where she was entering shipping details by hand, including repetitive admin around customer data and delivery setup. It worked… until it didn’t.

Manual shipping creates three predictable problems for a scaling brand:

1. Time disappears into repetition (and it’s time you can’t buy back during peak periods).

2. Errors creep in because humans are doing machine work.

3. Customer confidence drops when delivery feels uncertain, especially cross-border where duties, documentation, and “surprise fees” create anxiety.

For a premium brand selling globally, that last point matters. When expectations are high, customers want more than a parcel: they want reassurance.

Solution

Maya Delorez built its fulfilment around an in-house warehouse model and used nShift Delivery to remove the manual work that was blocking scale.

The focus was simple:

• Automate the repetitive shipping setup so fulfilment doesn’t depend on someone manually typing the same information again and again.

• Standardise the workflow so shipments are processed consistently as volumes and markets expand.

• Support a smoother post-purchase experience where shipment information is consistent and reliable, reducing the need for customers to get in touch.

• The outcome is a shipping operation that can support the brand’s pace, without turning fulfilment into a daily firefight.

Results

Today, Maya Delorez sells across the world, with its biggest market in Germany and continued international demand beyond Europe, at a scale of ~80 markets in a month.

With nShift supporting fulfilment operations, the team has been able to:

• Replace manual entry with automation – the “founder typing shipping details” phase ends; the workflow becomes repeatable and scalable.

• Reduce the risk of fulfilment mistakes – when shipping is handled through consistent rules and systemised steps, fewer issues come from human error.

• Move toward fewer delivery-related questions – Madelene describes an “always on” goal: reduce delivery questions and problems as close to zero as possible by making the experience smoother and more predictable for customers.

• Operate with more confidence during peak pressure – peak periods are intense for ecommerce, operationally and financially. Removing manual work helps protect the team’s attention when demand spikes.