Voyagers K9 Apparel × STOQ: how automation solved preorder chaos for 10,000 SKUs

From craft manufacturer to scaled operations

Voyagers K9 Apparel has been making performance dog outerwear for over 30 years. Based in the U.S., the company built its reputation on breed-specific coats – tailored to fit everything from Greyhounds to Dachshunds. Over time, the catalog grew to more than 10,000 SKUs.

Joe Hafner explained that the mission isn’t just about dogs: it’s about sustainability too. Voyagers runs a recoat program to refurbish old coats and resell them, helping keep products out of landfills.

The challenge: manual hacks and customer confusion

Managing 10,000 SKUs made demand planning difficult. Many products were made-to-order or produced in small batches, but Shopify displayed them as in stock. Customers thought coats were ready to ship, when in reality they needed to be made.

Before STOQ, the team tried everything:

• Custom theme edits and metadata
• Manual tagging and order notes
• Constant toggling of inventory

It was exhausting and error-prone. Customers were confused. The brand risked looking unreliable.

“We had to write custom orders just to keep things straight. It was really time-intensive.”

Why Voyagers K9 Apparel chose STOQ

Joe looked at different options but found many competitors tied to financial models, taking a percentage of revenue. That didn’t fit the business. STOQ was different: a SaaS subscription with automation and flexibility out of the box.

“I liked that you’re not a financial partner taking a cut. It’s software that solves a problem.”

STOQ allowed the team to:

• Automate preorder and made-to-order messaging
• Customize buttons and schedules by product
• Remove the need for hacks, manual orders, and constant toggling

Results: automation and a successful launch

With STOQ, Voyagers eliminated hours of manual work. Preorders and messaging are now automated across the catalog.

The app also supported the launch of a new cooling coat for summer – a first for the brand, bridging seasonality and expanding the product line. Instead of managing preorders by hand, the team used STOQ to clearly communicate availability and timelines.

“It helps us bridge the gap between what a craft manufacturer can do and what a scaled manufacturer can do.”

What stood out most: control and scalability

Joe emphasized the control STOQ gives over which products are pre-orderable and how they’re displayed. For a catalog as large as Voyagers K9 Apparel’s, that flexibility was essential.

“We went from constant hacks to an automated system we can trust.”

The ROI from STOQ

For Voyagers K9 Apparel, ROI wasn’t just about numbers. It was about time saved, mistakes avoided, and scalability unlocked.

• 10+ hours saved each week on manual edits
• Clearer communication to customers about preorder timelines
• Freedom from revenue-share pricing models
• A foundation to scale product launches with confidence

Advice for other merchants

Joe’s advice: look for tools that give you control, not just one-size-fits-all automation.

“Control over preorder settings matters. Especially if you have thousands of SKUs.”

He also stressed the importance of sustainable solutions – apps that save time and reduce waste by helping brands manage inventory realistically.