How Faherty scaled order management across 80+ stores with Parabola

Managing orders at scale became unsustainable

When Zanie Barksdale first joined Faherty, the brand had 12 retail stores. Seven years later, it has grown to more than 80 locations, with an expanding e-commerce business and wholesale partners. That rapid growth created new challenges for operations.

“When I first started, I was managing customer returns across 12 stores. Now we’re at more than 80, and the volume is just on another level,” said Zanie.

As Senior Manager of Business Operations, she and her team are responsible for keeping orders moving across Shopify, NetSuite, warehouses, and carriers. “I was constantly reviewing systems, reporting, and making sure all these orders went from this system to this system. It was just wasting my time looking for issues,” said Zanie.

The work was manual, repetitive, and left little room for higher-value projects. Errors often went unnoticed until customers reported problems, putting SLAs and satisfaction at risk.

Building automated flows and leveraging AI for complex challenges

Faherty’s IT team introduced Zanie to Parabola, and what started as an experiment quickly became part of daily operations.

“At first I felt a little intimidated,” said Zanie. “But after the walkthrough, I realized it was pretty easy and cool that I got to be in charge of what I wanted to set up.”

She began by automating simple system checks that flagged missing or exception orders. Instead of spending hours combing through spreadsheets, Parabola ran the pulls automatically and sent her an email when something was wrong.

From there, the use cases expanded. Today, Faherty uses Parabola to:

• Prepare shipment imports and enforce rules like maximum shipment sizes
• Feed clean data directly into NetSuite without manual rework
• Proactively flag potential errors before they reach customers

Zanie also discovered that Parabola’s AI features could help her solve problems she didn’t know how to approach on her own.

“I was really stumped on one of my flows for shipments. I asked exactly what I wanted, and it ended up giving me the exact result I needed,” said Zanie.

That was when I realized Parabola could help me get past roadblocks faster than trial and error ever could.”

Turning hours of manual work into minutes

By making Parabola a core part of daily operations, Faherty’s team has reclaimed hours each week and improved the customer experience.

• 5–10 hours saved every week: Large shipment drops that once took 2+ hours now run in minutes
• Improved SLA performance: Orders are flagged and fixed in real time, keeping fulfillment within Faherty’s 2-day promise
• Better cross-team collaboration: Inventory analysts, wholesale ops, and allocation teams share flows, reducing silos and speeding up communication
• Flexibility to pivot quickly: Custom flows let Zanie adjust reporting or add new data points on demand, without waiting on IT

For Zanie, Parabola isn’t just a time-saver. It’s become part of how Faherty operates at scale.

Parabola has been such a huge lifesaver. The first time it might look scary, but once you put the time in and have it set, it literally saves so much time. You’re just taking minutes to run something.”

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This customer story is for informational purposes only. Parabola makes no warranties, express or implied, in this document.