A "Natural" Fit: Murphy’s Naturals Implements NetSuite to Build a Sustainable Future

Taylor Kopnitsky
3 days ago
4 min read

Murphy's Naturals

Murphy’s Naturals is a purpose-driven company that creates natural mosquito repellents and wellness products. With a mission rooted in sustainability and community impact, Murphy’s products are sold through major retail partners such as Costco, Lowe’s, REI, and Walmart, as well as through direct-to-consumer (Shopify), wholesale resellers, and online marketplaces like Faire. As demand grew across multiple channels, Murphy’s required a system’s architecture that could scale alongside their ambitious growth and mission.

The Challenge

Before NetSuite, Murphy’s Naturals operated on Fishbowl for inventory and manufacturing and QuickBooks for accounting. These tools created silos that limited operational visibility and limited the scale and growth of the business:

Disconnected systems with limited view of inventory, financials, and sales.
Limited reporting capabilities, preventing visibility into SKU and item profitability.
Lack of scalability for growing retail partnerships and multi-channel distribution.
Inability to lot-track or effectively manage manufacturing and packaging variations.
Cumbersome use of Excel Spreadsheets to track inventory lead times and key data from disparate systems.

As Murphy’s expanded into new sales channels and added branded product lines (including seasonal offerings), the limitations of Fishbowl and QuickBooks became a barrier to scaling operations.

The Solution

Murphy’s Naturals partnered with Equify Advisors to implement NetSuite as a unified ERP, enabling real-time visibility across finance, inventory, supply chain, and sales. The team developed a sustainable and scalable architecture to unlock value across the enterprise, including:

NetSuite as the flexible ERP foundation they need to scale as an enterprise
SPS Commerce for retail and eCommerce trading partner connections.
RF-SMART for warehouse management, scanning, and inventory control.
Avalara to automate tax calculation and reporting.
Continued use of ShipStation for shipping processes.

The Impact

🏗️ Order-to-Build Visibility:

Integrated order management, inventory, and manufacturing with RF-SMART scanners for real-time backflushing, lot tracking, and component inventory depletion.

⚙️ Manufacturing Improvements:

Enabled bill of materials (BOMs), revisions, and standardized SKU naming conventions to support scale.

💰 Financial Management:

Migrated accounting from QuickBooks, established a new chart of accounts, linked financials with inventory, and enabled segmented reporting (by department, class, location, channel).

🛒 Sales Channel Integration:

Consolidated wholesale, retail, Shopify D2C, and marketplace sales into one system for centralized visibility.

📊 Reporting & Analytics:

Developed enhanced reporting to account for product variations and bundling, providing accurate visibility into true unit sales and performance.

🧾 Tax & Compliance:

Transitioned from TaxJar to Avalara for seamless, scalable compliance across multiple jurisdictions.

🚚 Inventory and Supply Chain:

Standardized processes for lead-time tracking, replenishment, and demand/supply planning (data groundwork now in place).

"Migrating from Fishbowl and QuickBooks to NetSuite has been a game-changer for our team. For the first time, we have our sales, inventory, and financials all in one robust system, giving us real-time visibility, cleaner data, and a more efficient month-end close. Equify Advisors' team was invaluable throughout the process. Their expertise and guidance were central to our success. This implementation has not only streamlined our operations but also empowered us to make faster, more informed decisions."

- Shannon Franks, Accounting Manager

Future Value At Their Fingertips

By moving to a scalable ERP, Murphy’s Naturals has positioned itself to take advantage of significant value-add capabilities as they scale, including:

Advanced Demand & Supply Planning – With historical data now captured, Murphy’s can adopt NetSuite’s planning tools to automate purchasing and production decisions.
Channel Segmentation & Profitability Analysis – Departments, classes, and custom fields provide visibility into product performance across retail, wholesale, D2C, and marketplaces.
SKU & Packaging Insights – Reporting now captures actual unit sales across product variations (e.g., multi-packs), improving forecasting and profitability analysis.
Sales Forecasting– NetSuite can now support automation of sales forecasting and pipeline tracking based on real time sales data all flowing into NetSuite.
Multi-Brand Scalability – With seasonal product lines and new categories emerging, Murphy’s can seamlessly extend NetSuite’s framework to manage additional brands.
Retail Partner Growth – Centralized data allows Murphy’s to meet the requirements of large retail partners while also serving independent resellers.
Financial Depth – Future opportunities include advanced allocations, amortizations, commissions, and forecasting modules to strengthen financial management.

“Our transition into NetSuite also included restructure and reclassification of many different areas of the business as the system was robust enough to handle the complex nature of our needs. Equify Advisors came in with only a few months prior to go live to drive our project home. Communication is the biggest factor with a project of this scale and the Equify team did just that. Combined with years of knowledge dealing with NetSuite changes and solutions, they were a breath of fresh air and made our process smooth and less stressful. From a technology perspective, this move has given our operations and accounting teams a realistic visual on reporting, forecasting, and company growth as time passes.”

– Brendan Blanchard, IT Manager

Learn More

Murphy’s Naturals’ NetSuite transformation showcases what’s possible when purpose-driven companies invest in systems to support their growth ambitions. Equify Advisors partners with mission-focused brands to design scalable ERP and financial solutions that empower better decisions, stronger operations, and sustainable growth. Set some time with us to learn more on our website at https://www.equifyadvisors.com/lets-connect.