OTAA, a Melbourne-based menswear brand, is expanding its US fulfilment operation at Cart.com’s facility in Longview, Texas, which now ships most of its American orders.

OTAA began shipping from Longview in February, giving the company a domestic base in its largest market, which accounts for roughly half its business.

“The end of de minimis changes the economics of serving American customers and makes the decision about where to hold inventory much more consequential,” says Omair Tariq, Founder and CEO at Cart.com.

“Brands need a US operation sized to proven demand, with room to expand as the business grows. OTAA is doing that by bringing its bestsellers into our Longview facility and adding to the range in stages. We provide the facilities, software and operators to make that transition, so brands can invest in US inventory without having to build a fulfilment operation themselves.”

The United States suspended duty free de minimis treatment for eligible shipments valued at $800 or less from all countries on 29th August 2025. The suspension has since been made indefinite. Until February, every one of OTAA’s US orders travelled roughly 9,000 miles from Melbourne. With inventory now held in Texas before customers order, stocked styles ship through the domestic delivery network. Applicable import duties remain payable when inventory enters the country.

“We never felt welcome in traditional luxury menswear stores, so we built our own kind of luxury: Australian, a little cheeky and full of personality,” says Fameez Haroon, Co-founder at OTAA. “American customers embraced it from the start. Putting our bestsellers on American soil with Cart.com is a long-term commitment to them, and it’s the start of OTAA putting down real roots in America.”

With approximately 10,000 designs in its catalogue, OTAA is moving its US range in stages. It now stocks about 1,750 of its bestselling styles in Longview, under a fifth of the catalogue, and ships the majority of its US orders from there. OTAA plans to add about 1,000 more styles by the end of 2026. On average, an order shipped from Texas costs OTAA roughly half as much to fulfil and deliver as one sent from Melbourne.

“With around 10,000 designs, we couldn’t move everything overnight, and every style we stock in Texas ties up capital,” says Shaheen Haroon, Co-founder at OTAA. “So we started with the bestsellers that drive most of our American orders, and we’re adding styles as demand proves out. Cart.com gives us the room to bring more of our range to American customers.”

2026 RTIH Innovation Awards

Supply chain technology was a key focus area at the 2026 RTIH Innovation Awards.

Check out our winners here.

The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.