Customer Profile
SafeStyle makes safety glasses people actually want to wear. As the brand grew across Australia, it needed a fulfillment partner that could keep up on both coasts. Since moving to ShipBob in February 2026, SafeStyle has shipped more than 100,000 orders, moved 60% of its volume to the East Coast, and connected its systems with AI to win back around 15 hours a week.
The world’s first stylish safety glasses, SafeStyle, automated their order fulfillment with ShipBob to grow their business.
Key metrics
- 100,000+ orders shipped in 6 months with ShipBob
- 60% of order volume now ships from Australia’s East Coast
- 1,700+ retail partners and a network of 400 optometrists
- 3 hours saved per day through AI-connected workflows
About SafeStyle
SafeStyle began in 2018 with a plumber and a rear-view mirror. Tim Lewis was driving home when he caught sight of himself in the cheap, disposable safety glasses every tradie wore. He went looking for a better-looking pair that still met the standard. Nothing existed anywhere in the world.
So, he made them. Working out of his bedroom, Tim designed and certified the world’s first stylish safety glasses to AS/NZS 1337.1 and ANSI/ISEA Z87.1:2020. Before long, he put the tools down for good, and SafeStyle moved into a shared office in 2020 with a team of seven.
From there, the brand went national on the shelves of trade, tool, and workwear stores, launched a certified prescription range, and opened its own HQ in Perth. Its Fusions frame, now SafeStyle’s most popular, won a 2025 Australian Good Design Award. Every frame is made from 100% recyclable polycarbonate, and the brand runs its own safety-glasses recycling program because millions of pairs a year otherwise end up in landfill.
Today SafeStyle sells safety glasses, sunglasses and prescription eyewear online and through more than 1,700 retail partners, including Total Tools and Sydney Tools, plus around 400 optometrists.
The idea hasn’t changed since Tim’s drive home: eyewear should be tough enough for the worksite and good enough for the weekend.
Sources: Our Story, Building the Future of SafeStyle
Outgrowing our first fulfillment center
As told to ShipBob by Olivier Lebon, Head of Logistics & Customer Service at SafeStyle.*
I joined SafeStyle five years ago as one of the first full-time employees. Back then it was owner Tim Lewis, COO Lewis Dienelt, Head of Creative Sam Loughnan, and Head of Sales Justin Cook. Today we’re a team of 30 to 40.
For years, we worked with a family-owned fulfillment provider in Perth. They helped get SafeStyle off the ground, and we’re grateful for that. But we were growing fast. More of our customers were on the East Coast, and we needed a partner that could scale with us and invest in technology.
“I’d been talking to ShipBob for a long time. Honestly, it took about two years to make the move. When you’re growing quickly, changing your fulfillment provider is never the convenient thing to do. Eventually it became the necessary thing. We went live with ShipBob in February 2026, and we’ve shipped over 100,000 orders since.”
Olivier Lebon, Head of Logistics & Customer Service at SafeStyle
The biggest difference is what I can ask for. If I need something, ShipBob usually has a way to build it, and quickly.
Fast fulfillment without chasing every order
With our old setup, I was on the phone to the warehouse every day, following up on orders I wasn’t even packing. If you outsource fulfillment but still have to chase it, you haven’t really outsourced it.
Now, with ShipBob, orders come in and go out, and I don’t need to check on them, whatever the volume. Anything under 25 units ships same day if it’s in before 12 pm. Our customers expect speed, and we can deliver it.
Having stock in ShipBob’s Sydney fulfillment center has changed our reach. 60% of our volume now ships from the East Coast.
Using AI to buy back time
We’ve leaned into AI across the business, with three developers in-house. The goal isn’t fewer people. It’s taking the repetitive work off the team so we can focus on what actually moves the business.
Claude is connected to both NetSuite and ShipBob, so most of our logistics admin now runs through it:
- Backorder releases. When a container lands, Claude builds the release report and sends it to ShipBob through the MCP connector — number of orders, D2C vs B2B split, and SKUs per order, in one prompt.
- Receiving. Claude creates our warehouse receiving orders, and sets up new products in ShipBob when needed. Both used to be manual.
- Address fixes. Invalid addresses get corrected in Claude and flow straight through to ShipBob.
- B2B paperwork. An AI agent uploads labels and packing lists for our wholesale orders.
- Forecasting and quick answers. I built our logistics dashboard with Claude on live NetSuite and ShipBob data. If someone asks a question in a meeting, I can usually answer it on the spot.
It saves me around three hours a day, about 15 hours a week. I now spend that on growing the business instead.
Built for B2B and wholesale
Wholesale is a big part of SafeStyle. We supply around 1,700 retailers, and about 400 optometrists on the prescription side.
We don’t ship on pallets. A case holds 240 units and goes out by standard courier, which keeps wholesale simple and has worked well as that side of the business has grown with ShipBob.
Heading into peak season
This is our first peak with ShipBob, and I’m comfortable going into it. When the forecast request came through, Claude filled it in from our NetSuite data, down to every new SKU arriving and when.
Volume is already building, and because I trust the process, I can spend more of my time on our US launch.
Meeting the people behind the platform
This year I went to Fulfilled, ShipBob’s merchant event in Las Vegas. Seeing other brands already using Claude the way we’d started to confirmed we were on the right track, and we pushed further when I got home.
Meeting the ShipBob team and other merchants face to face mattered just as much. It’s also where I found FlavorCloud, which we’ve since added for international shipping, and SPS Commerce, which will be a big help on the wholesale side.
What’s next for SafeStyle
Global growth is the focus. Our US business is underway. Stock is in place and our first US B2B customer is ready to order. If it goes the way we expect, US volume could reach three times what we do in Australia. Europe is next.
As we spread across more US warehouses, we’re looking at ShipBob’s Inventory Placement Program to help decide where stock should sit. There’s a lot happening at SafeStyle, and having ShipBob and AI in our corner helps us keep it all moving.
*The metrics in this case study were supplied by the merchant. ShipBob makes no representations regarding their accuracy.
SafeStyle’s team at ShipBob
Stephanie May
Stephanie is the Merchant Success Manager who supports SafeStyle.
James Risos
James is the Sr. Account Executive who helped SafeStyle get started with ShipBob.
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