Good Company ×Hollow
Hollow Socks Case Study“The Switch”

Hollow onboarded in October. Shipped 94,000 orders in December.

Hollow changed 3PLs in the middle of peak season.

“It was one of the smoothest 3PL transitions that I have ever experienced in my career.”
Caitlin Mahadik Caitlin MahadikVP eCommerce, Hollow · Interviewed August 2026
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A box of Hollow compression socks in the Good Company warehouse
Results at a glance
Peak-season switch Waiting for something to break →Nothing broke
ERP rollout Held up 2 to 3 months by their old 3PL →Live with the October 2025 switch
Monthly orders 27,318 in November →94,324 in December
Backorders 40,000 on the board →Cleared during peak
The brand

Performance alpaca socks, heavily seasonal

Product

Compression, trades, boot, ski, hunt, crew and ankle styles

Order profile

Simple. Socks in a bag, standard for roughly 99% of orders

Channels

Steady DTC volume, plus a growing Bass Pro wholesale relationship

With Good Company since

October 2025, at the start of Q4 peak, moving from another 3PL

Black Hollow sock with orange logo

Designed in Wisconsin. Knit in the U.S. from Peruvian alpaca fiber.

Why they had to move

Their old 3PL blocked the ERP for two to three months

“Our previous 3PL had been a very solid partner to us and had checked a lot of boxes.”
“They unfortunately ended up completely blocking that implementation. And so we, for about at least 2 months, if not 3 months, we were completely stuck.”

Retail orders were shipping too slow on top of that. Hollow had to move, and they needed an ecommerce fulfillment partner who could take them on right before peak.

Open shipping box of Hollow socks
Why Good Company

Hollow wanted a partner, not a vendor

“Knowing that this is truly a partnership and not just a transactional relationship. We want our fulfillment to feel like an integrated part of our team.”
The vetting

“We poked holes in everything and the Good Co team was fully willing and able to engage in all of those conversations, even when it was a little bit of a harder discussion at times.”

The read

Caitlin has talked to plenty of 3PLs over the years. The first calls with Chad Carleton, our CEO, and Noah Reinisch, Director of Relationships, felt honest.

The timing

The only window was mid October, right as peak hit

October 2025
“During those moments, everybody's always waiting for the shoe to drop. But it didn't.”
  • Already climbingThey were already heading into their heaviest quarter
  • The part brands dreadChanging 3PLs right as volume peaks. Everyone waited for something to break
  • Nothing brokeInventory landed quickly and accurately, and the ERP finally went live
Good Company team member stocking warehouse shelves
“It was one of the smoothest 3PL transitions that I have ever experienced in my career.”

Caitlin Mahadik · VP eCommerce, Hollow

Monthly shipment volume

Six weeks after the switch, December ran nearly 3.5x the month before

Oct 2025 to Jul 2026

Go live 22,344
Oct
27,318
Nov
94,324
Dec
61,489
Jan
45,643
Feb
38,878
Mar
43,691
Apr
44,589
May
42,359
Jun
32,834
Jul
20252026
The stress test

40,000 backorders, cleared during peak

“To just know that we had a good solid partner that was able to be in the trenches with us felt really great.”

Demand outran inventory on their popular styles at the top of December. As fast as inventory hit the dock, receiving landed it and our pick and pack team got it out the door. Weeks into a new 3PL, in the middle of peak, with 40,000 backorders on the board.

Hollow socks being packed into a Hollow mailer
Peak by the numbers

Their biggest month ever, six weeks after the switch

94,324

Orders shipped in December 2025, their biggest month on record

40,000

Backorders cleared on top of peak volume

7,665

Orders on the single busiest day, December 19, 2025

3.5x

December compared to November, the month before

ERP live

Finally up and running after months of being blocked

Zero

Times Hollow heard “we can't do that”

What changed

The ERP worked. Nothing sat and festered.

On Jeff Moore, her Account Manager
“Jeff will forever be like the epitome for me. He was so great. I can't sing his praises enough.”
On the carrier rates Chad Carleton, our CEO, renegotiated
“All the work that Chad did there negotiating costs down, the cost savings we've been able to see now implementing some of those regional carriers has been huge for our business.”
Good Company team member holding a Hollow mailer
Transparency

We found the overcharge and refunded it before she asked

“I don't have to worry about the little things slipping through the cracks. There's very consistent eyes on things by the Good Company team where they are catching things sometimes before our team even is.”

“The Good Company team discovered that and came to us with a, hey, here's what happened, here's the refund that's going to get issued, and here's how we're fixing it going forward.”

A system update had quietly overcharged Hollow on pick and pack. They heard about it from us first.

Caitlin's advice

What to look for when you have to move

“There's never been a no or we can't do that. There's always, we're gonna try, we'll figure it out, we'll find a solution.”
01

Poke holes in it

Ask the hard questions and see whether they dodge

02

Everybody has a bad story

What matters is whether they own it and how they show up next

03

It works both ways

Treat it like a partnership, not a vending machine

Cover of the Hollow case study PDF
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Switching is the scariest part. It does not have to be.

Hollow moved at the worst possible time. Weeks later Good Company cleared 40,000 backorders and shipped their biggest month ever.

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