RepSpark Client Spotlight: OluKai

OluKai is a Hawaiian-inspired footwear company that believes in the art of creating a quality product that is not only functional but sustainable. Originally created for the "waterman," OluKai's footwear has a unique technical design where the sole molds to the foot, just as it would in sand. Their company values craftsmanship and quality, which has made them a top brand in the surf and active lifestyle marketplace. Their approach to business revolves around their Aloha, or their reason for being. OluKai continues to showcase their values in their products, their employees, and how they do business with the world.

"OluKai believes that everybody, no matter where they are, can live aloha." — OluKai

Founded in 2005 and inspired by the islands of Hawai'i, OluKai has expanded well beyond its signature leather sandals into stylish, comfortable, and versatile everyday shoes, boots, and slippers — all while staying true to premium, thoughtful design elements and handcrafted details inspired by the ocean.

Fun Fact

OluKai has a passionate commitment to giving back and being a sustainable, socially responsible company. They participate in three organizations that represent their values: the Ama OluKai Foundation, the B Certified Corporation, and The Conservation Alliance.

The Ama OluKai Foundation is a Hawaiian non-profit that focuses its interests on the preservation of Hawaiian culture and traditions to ensure it will carry on to future generations. The B Certified Corporation represents OluKai's commitment to best business practices and making an impact on their community, environment, and workforce. Lastly, OluKai is a member of The Conservation Alliance, where members share the common purpose of conserving and protecting the environment.

Read more about how OluKai gives back here.

RepSpark and OluKai: A B2B Wholesale Partnership

RepSpark and OluKai have been partners since 2015. This partnership has established a unique venture for the RepSpark team: building custom functionality for OluKai and enhancing the wholesale ordering experience for its retail accounts. OluKai's sales force stays current on the latest apps, websites, and sales tools RepSpark has to offer, and the RepSpark team works closely with the brand on critical feedback when developing new features. As OluKai continues to expand into new retail partnerships and sales channels, RepSpark is honored to serve as a technology partner to this iconic brand.

But what does that partnership actually look like day to day? To understand it, it helps to understand how the RepSpark B2B wholesale eCommerce platform works — and why brands like OluKai lean on it.

The B2B Wholesale Platform Behind the Partnership

RepSpark is a B2B wholesale commerce platform built specifically for brands, like OluKai, that sell through retail partners rather than direct-to-consumer channels alone. Instead of relying on email order forms, spreadsheets, and static PDF catalogs, RepSpark gives brands, sales reps, and retailers one connected environment to place orders online, browse digital catalogs, manage assortments, and access branded selling tools 24 hours a day.

Here's a closer look at the core wholesale ordering capabilities that make up the platform:

A 24/7 B2B ordering portal. RepSpark gives OluKai's retail buyers a dedicated online storefront where they can log in, see their own account-specific pricing, browse live product assortments, and place wholesale orders on their own schedule — not just during a rep's business hours or at market appointments.

Digital catalogs and line sheets. Rather than mailing physical catalogs or emailing static line sheets, OluKai can present its full seasonal assortment through interactive digital catalogs that make it easier for retail buyers to shop confidently and reorder quickly.

RepSpark Community. This feature functions like a digital trade show, helping wholesale brands like OluKai get discovered by new, vetted retailers who are actively looking for footwear and lifestyle brands to add to their stores, while also giving existing accounts an easier path to buy more.

Event Microsites. Custom, co-branded landing pages built for a specific event, activation, or gifting program — this is the feature at the center of OluKai's own RepSpark story (more on that below).

Product customization and Insignia. For brands that offer decorated, embroidered, or otherwise customized product, RepSpark can streamline the approval and ordering workflow so customization doesn't become a bottleneck.

ERP and systems integrations. RepSpark connects to the backend systems brands already use for inventory, pricing, and fulfillment, so the storefront retailers see reflects real, accurate data rather than outdated estimates.

Accounts receivable and invoicing. Beyond order entry, RepSpark supports the back-office side of wholesale, including invoicing and receivables, so brands can manage the full order lifecycle in one place.

Taken together, these tools are designed to solve the problem most growing wholesale brands eventually run into: demand doesn't disappear, but without the right systems, growth creates drag — orders scattered across too many channels, reps buried in admin work, and retailers waiting on answers that should be self-service.

RepSpark Microsites: OluKai's Key to Profitable, Streamlined Events

While RepSpark's platform covers the full wholesale ordering journey, the feature OluKai has leaned into most is Microsites — and it's transformed how the brand handles corporate gifting and partnered events.

The Challenge

Before working with RepSpark, OluKai didn't have a true virtual ordering option for client events. The process worked like this: OluKai would send gift cards to a corporate client for an event, the client would distribute those cards to attendees, and attendees would then head to OluKai's consumer website to redeem them. It worked, but it lacked the personalization and custom, branded experience OluKai and its clients wanted. OluKai's events team also had to ship hundreds of pairs of shoes to event sites as an estimate based on expected attendance — with no certainty around correct sizing, no guarantee the product wouldn't sit in expensive on-site storage, and a real need for dedicated staff to unbox and manage inventory at each event.

Managing this volume of requests eventually became more than OluKai's small events team could handle on its own, which is part of why the brand had started routing some event business through third-party gifting companies — a workaround that cut into profitability.

The Solution

RepSpark's Microsites gave OluKai a co-branded, curated ordering page built for each specific partnered event. Instead of sending clients to OluKai's full consumer catalog, each client's Microsite could feature only the exact products they wanted to offer their attendees. Attendees could select their own size and style and have their shoes shipped directly to their homes ahead of the event, complete with a custom note for an added branded touchpoint — eliminating the need to ship, store, or unbox hundreds of shoes on site.

As Hillary Wiebe, Corporate Sales Specialist at OluKai, put it:

"I'm a team of one working on these corporate events. We were getting overwhelmed with the amount of inquiries and events people wanted to do, so we started working with a third-party gifting company to facilitate these events on our behalf because we didn't have the resources on our end. But these events weren't as profitable for us through these third parties — if we do it directly, it's way more profitable. Microsites have been a way for us to capture this business and keep the relationship direct instead of having to push it out to one of our third parties."

The Results

Since adopting Microsites, OluKai has seen:

• More inbound event and corporate gifting requests than its team can handle — a good problem to have, and a sign the model is working.
• A more affordable, streamlined method of supplying product for partnered events, without relying on costly third-party gifting vendors.
• The elimination of previous logistical headaches, including inventory guesswork, on-site storage costs, and the staffing needed to unpack and manage shipments at events.

Wiebe now builds a Microsite for a new event in less than an hour, and has set her sights on doubling the profit running through OluKai's Microsites program year over year — a goal she's confident is attainable given how much inbound demand the program is generating.

Why It Matters: RepSpark as a Growth Partner for Wholesale Brands

OluKai's story is a clear example of what a purpose-built B2B wholesale eCommerce platform can do beyond basic order entry. For OluKai, RepSpark's Microsites turned a manual, third-party-dependent process into a direct, branded, and more profitable revenue stream — while still reflecting the Aloha spirit and craftsmanship at the center of the OluKai brand.

For wholesale brands evaluating their own B2B technology, the OluKai partnership is a useful case study in what to look for: a platform that combines a 24/7 retailer ordering portal, digital catalogs and line sheets, ERP-connected inventory accuracy, product customization, and event-based selling tools like Microsites — all in one connected system, rather than a patchwork of spreadsheets, email order forms, and third-party workarounds.

Check out why industry-leading brands are choosing RepSpark as their B2B eCommerce solution — schedule a discovery call to see the platform in action.

Frequently Asked Questions

What is RepSpark?

RepSpark is a B2B wholesale commerce platform built for brands that sell through retail partners. It gives brands, sales reps, and retailers one connected environment to place orders online, browse digital catalogs, manage assortments, and access branded selling tools around the clock.

How long have RepSpark and OluKai been partners?

RepSpark and OluKai have been partners since 2015, working together to build custom functionality and enhance the wholesale ordering experience for OluKai's retail accounts.

What RepSpark feature does OluKai use most?

OluKai has leaned most heavily on RepSpark's Event Microsites, which it uses to run corporate gifting programs and partnered events.

What problem did RepSpark's Microsites solve for OluKai?

Before RepSpark, OluKai relied on gift cards and its consumer website for event orders, along with third-party gifting companies to manage overflow demand. This lacked personalization, created sizing guesswork, and required shipping and storing hundreds of shoes on-site. Microsites replaced that with a direct, co-branded ordering page for each event.

How do RepSpark Microsites work?

A Microsite is a custom, co-branded landing page built for a specific event or gifting program. OluKai's clients select the exact products they want to offer, and attendees choose their own size and style, with product shipped directly to their homes ahead of the event.

What results has OluKai seen from using Microsites?

OluKai now receives more inbound event and corporate gifting requests than its team can handle, has eliminated the logistical headaches of shipping and storing inventory on-site, and has moved event business in-house instead of routing it through less profitable third-party gifting vendors.

Who manages OluKai's Microsites program?

Hillary Wiebe, Corporate Sales Specialist at OluKai, builds and manages the brand's Microsites, and can now set one up for a new event in less than an hour.

Does using Microsites mean OluKai no longer needs third-party gifting companies?

Microsites gave OluKai a way to bring previously outsourced event business back in-house, since managing events directly through RepSpark is more profitable than routing them through third-party gifting companies.

What other RepSpark features are available besides Microsites?

Beyond Microsites, RepSpark includes a 24/7 B2B ordering portal, digital catalogs and line sheets, RepSpark Community for retailer discovery, product customization and Insignia tools, ERP and systems integrations, and accounts receivable and invoicing support.

Does RepSpark integrate with ERP systems?

Yes. RepSpark connects to the backend systems brands already use for inventory, pricing, and fulfillment, so the storefront retailers see reflects accurate, real-time data.

What industries does RepSpark serve?

RepSpark serves wholesale brands across apparel, footwear, golf, outdoor lifestyle, and other retail categories that sell through independent and specialty retail partners — including brands like OluKai in the surf and active lifestyle space.

Is RepSpark just an ordering platform?

No. While ordering is central to the platform, RepSpark also supports catalog presentation, retailer discovery, event-based selling, product customization, ERP-connected inventory accuracy, and invoicing, covering the full wholesale workflow rather than checkout alone.

How can other brands get started with RepSpark?

Brands interested in RepSpark's B2B wholesale eCommerce platform can schedule a discovery call to see how the platform, including features like Microsites, could apply to their own wholesale business.