Closet organization brand Moralve is using Amazon Global Warehousing and Distribution to centralize its inventory pool to meet demand across global markets, Co-founder and CEO Mo Kuhail told Supply Chain Dive.
Since the company’s launch in 2021, Kuhail said that Moralve wanted to expand beyond the U.S. market, which currently represents about 75% of the company's sales. However, global expansion is difficult as supply chains can be fragmented. In Kuhail’s case, suppliers couldn’t justify tracking smaller shipments to certain markets because the volume was so small. GWD made this process easier, he said.
GWD, which was initially announced in 2025, allows sellers to store goods in bulk near manufacturing hubs in China. Amazon announced new GWD capabilities in September. The expansion includes enabling sellers to have a single global pool of inventory to manage, and extending coverage beyond the U.S. into countries such as Canada and Germany by the end of the year. This means that instead of sending separate batches of inventory to individual countries, sellers can have one inbound shipment that covers multiple destinations.
Moralve was one of the beta testers for GWD’s expansion, and one of the first companies to test coverage to the United Kingdom market, he said.
Initially, Moralve’s supplier had to send three-to-five separate shipments to different destinations — many of which represented small volumes, Kuhail said. Now, Kuhail’s suppliers send one large shipment, which arrives in GWD as one inbound flow. From GWD, the inventory can be split across markets, including the U.S. and Canada.
Further, there is just a single big purchase order, versus individual purchase orders for different countries, he said.
Kuhail said that the inventory is visible in a dashboard, and you can control where it is going to go based on demand forecasts. For instance, you may want to pull some inventory toward the U.S. or Canada, or pull inventory to both countries.
“So, it sort of has so much customization and things,” Kuhail said. “That was [a] big, big game changer for us because it did solve many of our pain points.”
Having a single, pooled source of inventory also helps mitigate inventory risks in different countries that may face more market uncertainty, Kuhail said. Lead times are also factored into planning.
“[Inventory] sits in China, and then depending on the demand and the forecast, you can maybe send more to U.S.A, send less to the U.K.,” Kuhail said. “So, at least it's one place. Before, when we used to send direct to those places, then we might be overstocked, we might be understocked.”
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