Case Study: FINI BY A-STAR
How Fini by A-Star solved the European logistics
puzzle to achieve record-breaking growth
CATEGORY
Health & Beauty
CHANNELS
DTC – Amazon, TikTok Shop
FOUNDER
Ahmed Alsanawi
LAUNCHED
2022
SCALING GLOBALLY
– THE BRAND
A RISING ICON IN MEN’S GROOMING
Founded in 2022 in partnership with celebrity stylist A-Star Barber, the craftsman behind the looks of Hollywood’s elite and Europe’s biggest football stars, Fini by A-Star blends high-end haircare with luxury fragrance.
Sold through its own eCommerce site, Amazon, and TikTok Shop, it quickly emerged as one of the UK’s fastest-growing men’s grooming brands on a mission to evolve from disruptor to household name.
– THE CHALLENGE
RAPID GROWTH MEETS LOGISTICS FRICTION
As international demand surged, Fini’s expansion was hampered by post-Brexit shipping barriers and limited visibility across markets. Growth was being throttled at the border, especially when serving a passionate European fanbase.
01. BORDER
EU Shipping delays
Prolonged customs stays created a disconnect between the brand’s premium product quality and the customer’s delivery experience, eroding trust in the most important European markets and undermining repeat purchase.
02. COST
Unexpected customer fees
Inconsistent tax and duty handling led to surprise charges at the door, fuelling avoidable returns, lost revenue and damaging the post-purchase experience customers expect.
03. OPS
Operational static
Manual troubleshooting and a lack of real-time inventory data diverted the team’s focus away from product, content and the strategic partnerships driving Fini’s accelerating brand growth.
04. GROWTH
Systems behind sales
Products were selling faster than the infrastructure could process them. Explosive viral demand was running headlong into legacy operations, capping the upside on every TikTok moment.
Fini didn’t just need a warehouse, they needed a logistics partner
capable of eliminating cross-border friction…
– THE SOLUTION
THE “IN-HOUSE” OUTSOURCED TEAM
Flight Logistics Group implemented a fully integrated 3PL solution, combining international compliance expertise with data-driven fulfilment. The strategy moved beyond simple pick-and-pack into an operational overhaul built for scale.
01. CUSTOMS
Customs clarity
Expert guidance on EU schemes, IOSS and local tax registrations removed hidden fees and slashed border delays, restoring a clean, predictable delivery experience for every European customer
02. PLATFORM
eCommerce integration
Through the Subbu platform, stock levels and orders sync automatically across DTC, Amazon and TikTok Shop, with a single source of truth replacing manual reconciliation across every channel.
03. PARTNERSHIP
Collaborative management
Daily communication and monthly account reviews replaced vendor-client friction with agile decision-making, supported by a dedicated team that treats Fini’s commercial targets and brand standards as their own.
04. DATA
Inventory intelligence
Real-time tracking, automated low-stock alerts and SKU-level reporting supported rapid replenishment during viral TikTok demand spikes, seasonal peaks and high-velocity new product launches.
Not just a warehouse, an extension of the Fini team
building to scale alongside the brand.
– THE RESULTS
A RECORD-BREAKING PEAK SEASON
When Q4 hit, the new system delivered seamless scalability and reliability. With friction removed from international shipping and inbound stock turnaround streamlined, Fini achieved unprecedented results.
#1%
BLACK FRIDAY
Biggest sales period to date, held firm through peak with zero fulfilment disruption.
EU
FASTER DELIVERY
Shorter transit times into Europe with no surprise charges at the door.
100%
FOCUS RESTORED
Compliance and fulfilment handed off, team freed to focus on brand.
SALES
Biggest Black Friday ever
Record sales without fulfilment disruption, logistics held firm through the traditional chaos of the peak season.
CUSTOMER EXPERIENCE
Faster European delivery
Shorter transit times and the removal of unexpected customs charges drove a marked lift in satisfaction and repeat purchase.
FOCUS
Operational peace of mind
With Flight handling compliance and fulfilment, the Fini team concentrated on brand partnerships and growth.
THE CLIENT’S VERDICT
“The support Flight’s given us has been invaluable. We don’t consider them external, they’re our in-house logistics team. Customers receive orders quicker, with no surprise charges. We’ve got happier customers.”
TOM WILSON | MANAGING DIRECTOR | FINI BY A-STAR
New trees we have funded since May 2022 = 4,900
C02 saved from our electric delivery vans since Nov 2022 = 12,896kg
“Flight Logistics have been excellent at delivering all my artworks safely and in a timely manner. I’ve been using them for a few years now and have never been disappointed and they handle my artwork correctly and package it really well so I’m super impressed with their service. Wonderful communication and a good price. Thank you so much Flight Logistics. I’m looking forward to working with you again for my next shows!”
“I am so happy to let you know that we had a very successful sale on Friday and raised £262,700!! This money will go to help thousands and thousands of people all across the world. We really couldn’t have done it without you guys- it has been such a pleasure to work with you on this. We can’t express how grateful we are to have Flight’s support. Have a wonderful week and hope to be able to catch up in person soon.”
“Excellent logistics company – they have always met our needs as a customer and shipper. Friendly staff, flexible and proactive to our requirements.”
“With Flight you are guaranteed a great customer service. Their daily collections are made by very helpful drivers, our products are always handled with care.Flight’s office support is excellent, super helpful staff at the end of the phone to support us with our UK and international shipments. No question is too small, and our enquiries are always handled very promptly which means our workflow is never delayed. Thank you, Flight!”
“The ShipArtTM team are so lovely at Flight Logistics! I wish I could use them all the time. I always feel safe sending my paintings with them. Thank you!”
“Huge thanks to Andrew Page & Hussain Ahmad and the entire team at Flight for helping to make our first event run so smoothly! Day in, day out they pick, pack and ship our orders around the world and they really are an integral part of our team. It’s “the last mile” to the customer that makes it all a reality! Aside from the excellent service, we love the fact we have a fulfilment partner that shares our sustainable credentials. If you’re looking for a new ecomm fulfilment partner, we’d highly recommend Flight Logistics!”
“When you’re dealing with a whole museum exhibition’s worth of art, you need to know the work is in a safe pair of hands, and there’s no safer hands than Flight Logistics-ShipArtTM!”
“Just wanted to say a massive thank you for everyone’s part in getting these samples to us so quickly, cheaply and in one piece – Hooray!! They look absolutely amazing, my most favourite range we’ve ever developed, we will definitely use them at the showcase as a great example of teamwork.”
