How Fusion Achieved a 101% Sell-Through Rate by Owning Its Supply Chain
Shopify Masters · with Fusion (Brand Representative) · July 2, 2026 · 30 min
Summary
Fusion, a Danish sportswear brand, achieved an astounding 101% sell-through rate by vertically integrating its supply chain and leveraging AI for raw material forecasting. Their nightly e-commerce inventory sync directly dictates next-day factory production, aligning manufacturing precisely with demand. This strategy minimizes waste, reduces inventory holding costs, and ensures exceptional responsiveness for DTC brands.
Key takeaways
Implement a real-time inventory sync between your e-commerce platform and manufacturing/fulfillment to enable demand-driven production.
Invest in vertical integration for critical supply chain components to gain greater control over production, quality, and lead times.
Utilize AI-driven forecasting for raw materials and component parts to optimize procurement and avoid overstocking.
Adopt agile manufacturing principles to rapidly adjust production based on real-time sales data, minimizing waste and maximizing sell-through.
Explore strategies to reduce reliance on speculative inventory by shifting towards a build-to-order or just-in-time production model.
By owning nearly its entire supply chain and leveraging AI raw-material forecasting, Danish endurance sportswear brand Fusion managed to sell an impressive 101% of the product it produced last year. The company achieves this near-perfect sell-through rate with a nightly ecommerce inventory sync that directly dictates what its sewing factory produces the very next day.
