BRAND’S STORY
Scaling Natural Purity for the European Market
Founded in Schoonoord, Netherlands, by Mike and Dorien Zuidland, the brand was born from a unique intersection of expertise. Mike brought with him a family legacy in the high-end meat industry, where he learned that the best nutrition comes from the most natural sources. Dorien, with her background in healthcare and holistic animal well-being, added a layer of care that goes beyond simple feeding—focusing on the health and happiness of every “best buddy.”
Together, they realized that the “muscle meat” remaining after processing for human consumption was the perfect foundation for a new kind of pet snack: 100% natural, gluten-free, and entirely free from artificial additives, salts, or sugars.
What started as a mission to provide “pure and honest” treats for local pet owners quickly caught the attention of the wider European market. Professional trainers, veterinarians, and boutique pet retailers began to recognize the BestBuddy difference.
THE CHALLENGE
The challenge: Standardizing complex wholesale rules
BestBuddy already operated a hybrid Shopify store serving both consumers and wholesale partners. As retailer demand increased across Europe, wholesale operations became harder to manage using native Shopify workflows.
For wholesalers, most BestBuddy products are not sold in single units. Many dog snacks require fixed quantity increments driven by packaging, logistics, and resale formats. Some rules vary at variant level, making manual checks unavoidable when ordering systems fail to enforce these constraints.
BestBuddy also needed complex B2B pricing, which was another challenge. Wholesale pricing differed across customer types and product groups, requiring multiple rules assigned to specific retailers. Without a structured system, applying and maintaining these rules introduced risk and administrative overhead.
The team needed a way to unify wholesale pricing, quantity logic, and order rules into one consistent system. Without standardization, wholesale growth would continue to rely on manual oversight rather than structured processes.
BestBuddy uses BSS B2B Solution
As wholesale demand increased, Shopify became their foundation for running a hybrid B2B and B2C business. To support retailers at scale, BestBuddy implemented BSS B2B Solution to structure wholesale pricing, ordering rules, and customer access within one single store. The solution integrated smoothly into existing operations, allowing BestBuddy to standardize wholesale workflows while keeping flexibility for different retailer profiles.
USE CASE -01
Unified wholesale pricing, streamlined onboarding experience
BestBuddy chose BSS B2B Solution not only to manage wholesale pricing, but to bring structure and consistency to the entire B2B operation. The goal was simple. Build one system that enforces wholesale rules automatically, from onboarding to ordering, without relying on manual checks.
What changed most was internal workflow. Instead of managing exceptions, BestBuddy operates wholesale through predefined rules that scale with volume. Retailers enter a clear approval flow, and once approved, access, pricing, and ordering rules apply automatically. This removed the need for manual setup and ensured new partners start with correct conditions from day one.
BSS B2B Solution also proved flexible as wholesale needs evolved. As BestBuddy refined rules or added new retailer profiles, configurations adjusted without rebuilding processes. Combined with responsive support, this allowed the business to mature wholesale operations without slowing momentum.
USE CASE -02
Scaling with a team of experts
“You can do a lot of things yourselves however sometimes it is easier to ask the support team for help when it comes to adding things to liquid codes and stuff.”
Some configurations required deeper storefront integration. Instead of allocating internal resources to custom code changes or risking conflicts with existing themes and apps, BestBuddy got BSS support team to handle implementation.
The team avoided common issues such as duplicated logic, theme conflicts, or errors introduced during updates.
More importantly, support worked as an extension of BestBuddy’s internal team. When new wholesale requirements emerged, the focus stayed on business outcomes rather than technical execution. BestBuddy could move faster, refine workflows with confidence, and scale wholesale capabilities without accumulating technical debt.
THE IMPACT
How BestBuddy continued to grow with BSS B2B Solution
BSS B2B Solution changed how BestBuddy approaches wholesale growth.
Instead of spending time validating orders or correcting pricing, teams focus on expanding retailer relationships and improving product reach. Let’s see how BSS B2B Solution boosts team confidence:
- Faster onboarding: New retailers move from application to first order quickly, with correct access and conditions applied from approval.
- Cleaner operations: Orders arrive aligned with pricing agreements, quantity rules, and limits, reducing corrections and internal follow-up.
- Lower admin load: Teams spend less time managing exceptions and more time supporting partners and planning growth.
- Long-term scalablity: As wholesale needs evolve, BestBuddy adjusts rules and workflows without rebuilding systems or adding technical debt.
“We got a lot of help from Louis. We also got help from Kellie and Ruby and everyone is very kind and always there to try and help you as best as they can.”
