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Twisted X Experiences a 22% Increase in B2B Ecommerce Orders by Going Beyond Order Gathering and Equipping Reps and Retailers to Tell Their Brand Story

Portraying the human-focused and value-driven story behind the brand is a large part of producing success.


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When it comes to selling footwear, Twisted X knows that it’s not just about selling comfortable, handcrafted shoes. Instead, they take a different approach. In addition to producing innovative products for men, women, and children across the lifestyle, western, work, and outdoor categories, Twisted X incorporates a human aspect throughout their company.

Since the beginning, Twisted X has embraced sustainability. With a focus on reforestation, waste reduction, and eliminating arctic sea shipping, Twisted X has already made a big impact on the environment. So far, they have planted more than 200,000 trees in the U.S., which is one for every pair of shoes purchased from their ecoTWX collection. They have also strategically reduced their waste by utilizing recycled plastic bottles and implementing biodegradable materials into their products.

Twisted X also emphasizes compassion by giving back to the community through their own philanthropic efforts. From creating unique lines for Tough Enough to Wear Pink and Veterans of Foreign Wars, to supporting organizations like 22Kill and Wise Health Clinics, their products embody more than those of just another footwear company.

But Twisted X knew that telling this side of their brand story shouldn’t just consist of displaying it on their website or posting about it on social media. As their wholesale side began to grow, they noticed that their retailers and sales reps continued to become more sophisticated in how they sold their products. Not only did retailers expect brands to have a story, but there was an evident need for tools and resources for retailers and reps to sell the story behind their products successfully.

Ultimately, brand stories need to be articulated at the root of all sales. A simple order-gathering platform for reps and retailers just wouldn’t cut it anymore if Twisted X wanted them to truly understand the uniqueness behind their brand. They needed something beyond that.

This desire to truly deliver on their rich brand story prompted Twisted X to push forward on the opportunity to better educate sales reps and retailers by providing the modern tools they needed to succeed. Twisted X started exploring several B2B platforms that would go beyond order gathering and deliver the powerful story and education behind the brand. After a thorough vetting process, they knew that Envoy B2B was the only platform that offered their sales reps and retailers exactly what they were searching for.

“We needed a platform that gave reps and retailers easy-to-use, powerful technology and tools, enabling them to learn about our company and our uniqueness as a brand. We also wanted a platform that allowed reps to pick it up and start using it almost immediately, otherwise, it wouldn’t be worth it,” explained Daniel Yubeta, Digital Content Specialist at Twisted X. “These things were key when looking for a new B2B platform. And Envoy B2B provided just that.”

With their user-focused interface, quick integration process, and educational tools, Envoy B2B filled Twisted X’s gap in their ability to effectively tell their story and sell their product. Now, features like educational virtual showrooms, content sharing and asset management tools, and assortment campaigns have allowed their reps and retailers to take a deep dive into knowing the brand. Envoy B2B’s focus on providing reps tools and resources to succeed throughout the seasonal journey and has made a big difference for Twisted X.

“I was really impressed with the Envoy B2B team. Not only do they deliver an accessible UI that benefited our reps, but they were also able to tailor additional functionality upon request that better helped us create a consistent brand message,” explained Thomas Chow, CIO at Twisted X. “We were able to dive into the details of what we wanted and Envoy B2B made it happen.”

Twisted X is also taking advantage of a turnkey integration with Netsuite and powerful merchandising capabilities for reps and retailers. So far, they have seen a 19% decrease in manual order entry in NetSuite after a 3 month period on EnvoyB2B.

“Using Envoy B2B provides us with so many ways that we can help train our sales reps, educate them, and enable them with the tools they need for a successful season,” said Yubeta. “This has changed the way we do business for the better.”

In coordination with providing reps and retailers with the resources to produce a successful season, Twisted X has seen a 22% increase in B2B platform bookings when compared to pre-Envoy B2B bookings after using the system for just a few months. Along with that, their B2B order dollars have also increased by 109% since adoption.

“Research shows us that reps and a retailer’s relationship play a critical role in the success of a brand’s season,” added Jon Faber, CEO and Founder of Envoy B2B. “When reps are your primary connection between your retailers and your brand, making sure all parties are enabled with tools to tell the brand’s story is essential to turning a ‘good’ rep into a ‘great’ rep and winning the sale. We’re excited to see continued growth from Twisted X in this area.”

Much more goes into building a successful footwear company than just having a quality product. Portraying the human-focused and value-driven story behind the brand is a large part of producing success. Twisted X is doing just that by continuing to focus on getting their story told and enabling sales reps and retailers.

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