Executive summary
Cloudflare's EMEA teams ordered merch the way most fast-growing tech companies do: every department for itself, from whichever supplier was closest, usually at the last minute. The result was uneven quality at events, inconsistent branding and a logistics scramble every time stock had to reach a booth, a customer or a colleague.
Cloudflare moved its EMEA merch onto Sunday. Departments now bundle their needs into one order per quarter. Everything lands in Sunday's Wardrobe, and from there it goes out every way Cloudflare needs it: to event booths, through redeem pages, or straight to someone's front door.
Four bundled orders a year replaced a steady stream of one-off requests. One stock. One standard. Every delivery route covered.
About Cloudflare
Cloudflare is a global connectivity cloud company that protects and accelerates websites, apps and networks. Headquartered in San Francisco with more than 4,000 employees, it runs a busy calendar of conferences, customer events and account-based marketing across Europe, the Middle East and Africa.
In EMEA, merch touches several teams at once. Field marketing needs booth kits. Account teams send gifts to key customers. Internal teams equip their own people. Each had its own needs, its own deadlines and, until Sunday, its own suppliers.
The challenge: every team ordering for itself
1. Quality that didn't match the brand
The merch Cloudflare handed out did not live up to the company behind it. At events, where a booth has seconds to make an impression, subpar products undercut the brand. Booth staff wore dated polos. Giveaways were forgettable.
2. Logistics across a whole region
Getting stock to the right place across EMEA was a constant fight. Orders arrived late, teams rushed shipments to venues, and nobody had a clear view of what was where.
3. No shared strategy
Different teams ordered from different suppliers, with no common product range and no common look. Every small order also carried its own setup cost, its own rush fee and its own shipment. The cheap order was rarely cheap once all of that was added up.
The solution: one system, one quarterly rhythm
Cloudflare centralised its EMEA merch on Sunday. The change came down to two decisions: order together, and ship from one place.
Quarterly bundled orders
Instead of each department placing its own ad-hoc orders, Cloudflare collects needs from across its teams and places one bundled order every quarter. Marketing, events and account teams all feed into the same order.
That rhythm changes both the economics and the workload. Volume is consolidated, so setup costs are paid once instead of once per team. Production runs on a planned timeline, so rush fees fall away. And because teams plan ahead, the "we need this by Friday" request mostly disappears. The stock is already there.
Products built for campaigns
Each quarterly order feeds specific programmes, not a generic swag cupboard.
- ABM seasonal boxes. Two boxes for Cloudflare's most important customers. The summer box holds a t-shirt, a snapback and a picnic blanket. The winter box holds a hoodie, a fleece blanket and socks.
- Booth wear. Custom white t-shirts for event staff, replacing the old polos and giving every Cloudflare booth the same look.
- Custom backpacks. A fully custom design, with a first run of 300.
Wardrobe: one stock, every route out
Once produced, everything goes into Wardrobe, Sunday's logistics service. Sunday stores the stock, then picks, packs and ships it when a team needs it. Cloudflare uses three routes.
Event logistics
Booth kits and giveaways ship from Wardrobe to the venue, timed to the event. Nobody on the team has to carry boxes or chase a courier.
Redeem pages
For gifting, Cloudflare sends a redeem page instead of guessing sizes and collecting addresses by email. The recipient picks their size and enters their own shipping details. Sunday ships it.
Doorstep delivery
Items go straight to an individual's home or office, whether that is a customer receiving a seasonal ABM box or a colleague who needs kit.
All three routes draw on the same stock, with tracking on every shipment. Teams order and send through the Sunday platform. Sunday handles the physical side.
How a quarter works
- Collect. Departments share what they need for the coming quarter: events, ABM campaigns, team kit.
- Bundle. Cloudflare places one consolidated order with Sunday.
- Produce. Sunday produces everything on a planned timeline, to one quality standard.
- Store. Stock lands in Wardrobe, ready to ship.
- Ship. Teams send it out by the route that fits: to an event, through a redeem page or to a doorstep.
Impact
- Four bundled orders a year replace a constant stream of one-off department orders.
- One quality standard across events, gifting and internal kit. The brand looks the same at every booth and on every doorstep.
- Three delivery routes from one stock: event logistics, redeem pages and doorstep delivery.
- Fewer last-minute rushes, because stock is planned and ready before the need comes up.
- Setup costs paid once per quarter instead of once per team, per order.
What's next
Cloudflare plans to widen its range, use MerchMetrics to measure what its merch delivers, and take the same quarterly model beyond EMEA.
Find the cost hiding behind your merch
Most companies can't say how many suppliers their teams use, or what merch really costs once rush fees and coordination time are counted. Sunday offers a free 30-minute Merch Efficiency Audit: we map your current operation, quantify the hidden costs and leave you with a one-page action plan.
