Their stock. Their warehouses.
A company we built to sell it.
BSB is the fashion label of B&F Group, roughly 660 people selling into 21 countries through retail, wholesale and e-commerce. In 2022 we did not sign a service contract with them. We formed a company. BNF Digital was a joint venture between TPL and B&F Group: a standalone business with our technology and our operations people on one side, and BSB’s brand, inventory and warehouses on the other, built to sell BSB to customers outside Greece. It was the first time we ran another company’s commerce as a service, and it is where OaaS comes from.
Official site · bsbfashion.com The BSB store on Amazon.de
- BSB · B&F GROUP - GREECE
- OaaS
- 2022 · concluded
- Fashion · 21 countries
Not a supplier. A company with both names on it.
The usual way to take a Greek fashion brand abroad is to appoint someone to do it. We built the someone. BNF Digital was incorporated as its own legal entity, jointly owned, with its own accounts on the international marketplaces and its own P&L: TPL brought the technology, the marketplace accounts and the operations team, B&F Group brought BSB, the inventory and the warehouses it already ran. Neither side sold anything to the other. The stock stayed where it was, on B&F Group’s shelves, and was picked against orders the joint venture won.
Two companies. One operation between them.
Amazon, and the rest of Europe
Marketplace accounts across the European storefronts, opened, listed and defended by the venture, with Amazon.de at the centre.
A wholesale range, retailed
Fashion is size-and-colour deep. Every style had to become listings a foreign buyer could actually find and size correctly.
Marketplaces to their warehouse
Orders landed against B&F Group’s own stock and shipped out of B&F Group’s own warehouses. Nothing was double-handled.
In the buyer’s language
Twenty-one countries is twenty-one sets of questions, returns rules and delivery expectations. Those came to us.
A distributor buys the risk. A joint venture shares it.
B&F Group could have sold BSB abroad the ordinary way, wholesale, at a discount, to somebody else’s account, and lost the price, the customer and the data at the border. Instead the stock stayed theirs until a customer bought it, the storefronts carried BSB’s own name, and both sides took their share of what the venture made rather than a margin off each other. That is the shape every OaaS engagement since has kept: your inventory, your brand, our operation, one set of numbers.
What the venture ran
European marketplace accounts, Amazon.de first.
Listing and catalogue work, per style and size.
Pricing across markets.
Customer care and returns, in-language.
Fulfilment out of B&F Group’s warehouses.
The venture closed. The model it proved did not.
BNF Digital was a company, and companies have an end as well as a beginning; this one has run its course. What came out of it is the thing we still sell. Three years of running someone else’s brand on someone else’s stock taught us which parts of the work actually have to move to us and which never should: the accounts, the inventory and the customer stay with the brand, and the operation comes here. By the time we productised that as Operations as a Service, it had already been proven on a 660-person fashion group in 21 countries.
Why it works
A dedicated operations team on our side, one named contact on theirs, and no inventory or brand identity changing hands to make it happen. Passadena runs on the same model today, as a straight service rather than a jointly owned company.
Same questions. Straight answers.
BSB ran on OaaS before OaaS had a name. Here is that column beside the other four: same questions, straight answers, one sheet.
| Specification | D2C The Golden Ticket | B2B2C Distributor | Cross-docking Flow-through | OaaS Operations as a Service | AI transformation The stack, applied |
|---|---|---|---|---|---|
| Who holds the stock | TPLWe buy everything, outright. | TPLWe buy inventory per PO. | YouWe order only what is sold. | YouInventory never moves. | YouNothing changes hands. |
| Whose accounts sell | TPL'sWe are the merchant. | TPL'sOur channel network. | TPL'sOur listings, your stock. | YoursYou keep the keys. | YoursWe multiply, you run. |
| TPL Capital Investment | High | Medium | Low | Low | Zero |
| Marketing spend TPL | High | Medium | Low | Zero | Zero |
| Marketing spend Product Supplier | Medium | Zero | Zero | High | High |
| Amazon FBA (Prime) | Yes | No | No | Yes | Yes |
| USA Shipping | Yes | No | No | No | No |
| Scale | High | Medium | Low | High | High |
| Best when | You make a strong product and want everything else off your desk. | You supply volume and want proven channels without building D2C. | Deep catalog or made-to-order: committing stock upfront makes no sense. | You keep ownership and accounts; operations are what's eating you. | The operation is the bottleneck: you want it multiplied, not outsourced. |
| The trade-off | We take it on selectively: your brand must earn repeat purchases across borders. | Less brand-building than D2C. We sell where demand already exists. | Slower delivery promise than stocked models; margins are tighter for both of us. | Your working capital stays tied up in inventory because you keep the inventory. | Your people keep the work. They don't keep their habits. |
| Learn more | More → | More → | More → | More → | More → |
The red rule marks the model you came from.
Which one fits? Pick the column that sounds like you, or just tell us what you make, and we’ll tell you the model that fits.
One email starts it. Your operation could be the next study here.
You have just read how a joint venture sold BSB across Europe while B&F Group kept the brand, the stock and the warehouses. Tell us what you run, and we’ll tell you straight whether OaaS fits, or which of the other 4 models does.
- 01
You send one email. The channels you run, your order volume, what is eating your team.
- 02
We read it. No forms. No gatekeeping.
- 03
We look at the operation. A straight yes, no, or a different model.