One platform managing deliveries across 35+ international markets and multiple localised marketplaces
High-volume cross-border shipping simplified through automated customs and tracking
Faster, more resilient international fulfilment
About High Street Brands 4 Less
High Street Brands 4 Less is a UK-based online retailer specialising in well-known personal care, beauty and high street brands. Selling across multiple international marketplaces, the business has built a strong reputation for value, availability and breadth of range.
Operating at scale, High Street Brands 4 Less serves customers across Europe, North America, Australia and beyond. Its model is built on high-volume sales, efficient fulfilment and the ability to adapt product supply to regional demand and seasonality, such as selling sun care products in Australia during the UK winter or leveraging gifting demand in colder markets.
The Challenge
As growth in the UK became increasingly competitive and the US market more complex, High Street Brands 4 Less began looking for sustainable international growth. However, selling cross-border introduced a new set of delivery challenges.
Managing shipments across multiple countries meant working with numerous international carriers, often with limited end-to-end tracking visibility. This made it harder to monitor parcels consistently and respond quickly when issues arose. At the same time, delivery costs increased, particularly post-Brexit, putting additional pressure on the business.
Operationally, handling carriers and customs requirements separately created an inefficient system of manual work and the risk of errors. Customer expectations also continued to rise, led by Amazon Prime-style delivery experiences, with shoppers expecting fast and fully trackable deliveries regardless of location. Returns added another layer of complexity, especially when managing them across international borders.
On such a large scale, even small inefficiencies in customs processing, carrier choice or tracking visibility could quickly impact business margins and customer satisfaction.
Seeing Delivery Differently
High Street Brands 4 Less partnered with GFS to simplify and scale its international delivery operations through GFS International.
With GFS they have:
- A unified international delivery platform – all cross-border shipments are managed through one system, removing the need to handle multiple carriers separately.
- Marketplace-wide consistency – standardised fulfilment process is applied across all international channels, including eBay, Amazon, and Fruugo.
- Automation of customs processes – HS codes, weights and customs descriptions are automated, improving accuracy and reducing delays.
- Improved tracking and parcel visibility – end-to-end tracking across international lanes gives both the business and customers clearer visibility and reducing “Where is my order?” queries.
- Carrier flexibility and resilience – the ability to switch carriers quickly when issues arise.
- A balance of technology and expertise – GFS combines automation with dedicated account manager support, helping High Street Brands 4 Less continuously improve efficiency.
Positive Business Impact
By consolidating international delivery through GFS, High Street Brands 4 Less transformed cross-border fulfilment to help them grow.
Scalable international growth – The business now sells confidently across dozens of countries, supported by a consistent and repeatable operational model.
Higher order values and margins – International customers typically place larger orders to offset shipping costs, improving average order value and profitability.
Reduced operational complexity – One platform, one workflow and one point of contact have significantly lowered internal workload and error rates.
Stronger customer experience – Better tracking, faster customs clearance and reliable delivery support improved marketplace feedback and customer trust.
Focus on strategy and growth – With GFS managing the complexity of multi-carrier delivery, the team can focus on product expansion, new markets and long-term growth.
Looking ahead to 2026, High Street Brands 4 Less plans to broaden its product range, expand into additional international markets and introduce AI in a controlled way to enhance what already works. GFS remains a key partner in supporting that next phase of global growth.
