Showpo is celebrating its eighth birthday with the launch of its own warehouse.
It previously operated warehouse shipping and logistics from an external provider.
The etailer has more than tripled its previous warehouse size with the capacity to now hold over $1 million worth of stock.
CEO and founder Jane Lu said that lacking autonomy in this space led to restrictions with customer journeys.
"Our consumer touch points are so important to us, every time we miss an opportunity to speak to them in our voice is a significant loss to the business and brand.
"This allows us the ability to be agile within the fast-paced digital landscape and bring a whole new touch point to our customers, personalising the entire brand experience."
Starting in Lu's parents' garage in 2010, the business now occupies 4,500sqm.
The new warehouse will see the introduction of a branded basketball court and graffiti art feature wall.
"It is critical to us that our team culture transcends locations with teams based out of our Sydney HQ, the Philippines and now our warehouse," Lu said.
"We like to have some fun with it, now the entire Sydney HQ team wants to work from the warehouse."