Executive Summary
HubSpot runs merch campaigns for 7,000+ employees across Europe. They used to manage it manually. Then they outsourced the whole operation to Sunday and cut shipping costs by 60% while getting deliveries from five weeks down to two days.
About the Client
HubSpot is one of the world's leading CRM and marketing automation platforms. With thousands of employees across Europe and a culture built around employee experience, merch isn't a nice-to-have for them. It's a deliberate tool for connection. Their Customer Success Management team runs multiple campaigns each year: onboarding kits, tenure celebrations, seasonal gifts, even baby boxes for new parents. The logistics of doing this at scale, across borders, with consistent quality? That's where most companies quietly give up.
HubSpot didn't give up. They just stopped trying to do it themselves.
The Challenge
The problem with global employee merch isn't the merchandise. It's everything around it.
HubSpot's People team had a clear vision: mark the moments that matter. Three-year anniversaries. Five-year milestones. The annual Week of Rest. New babies. End of year. Each of these campaigns required sourcing products, aligning on design, collecting employee sizes and addresses across multiple countries, managing customs clearance, and then actually tracking whether packages arrived.
Multiply that across several campaigns per year, dozens of markets, and thousands of employees, and you've built yourself a part-time logistics job that nobody signed up for. Packages shipped from outside Europe meant three-week lead times. International customs added unpredictability. The operational overhead was real and invisible in the budget until someone sat down and added it up.
