Roark designs adventure and travel-inspired apparel that captures the spirit of discovery through storytelling and stylish, functional clothing for adventurous outdoor lifestyles.
Wholesale plays a major role in bringing that vision to life. So, for Drew Dolkas, Vice President of Sales, the right wholesale partner is key to the brand’s success.
“Wholesale is a principal component of our business. Our B2B partner is a critical factor in the health and scale of Roark, for the company and our retail partners.”
As Roark grew, the team knew its wholesale operation needed to evolve. The goal was simple: make ordering easier for retailers by implementing a system they already use and trust.
That’s why Roark chose Elastic Suite as its core B2B platform, centralizing its digital wholesale strategy into a single cohesive, partner-recommended system.
“By aligning with Elastic, a system our partners trust, we’re reducing friction in the buying process and making day-to-day interactions more efficient. We believe that ease of use directly translates to stronger pre-book performance, improved reorder cadence, and a premium experience for our retailers, benefiting both sides, and the overall business.”
Growth Fueled by Retailer Voices
Roark achieved its 2025 planned growth targets, with wholesale driving the highest percent gains. Direct-to-consumer channels also outperformed expectations, reinforcing the brand’s strength across channels.
That momentum was reinforced by strong adoption of Elastic across Roark’s retail network. By Fall and Holiday 2026, nearly 100 percent of wholesale pre-book orders flowed through Elastic.
Retailers adopted the platform quickly because it fits into their existing workflows. Demand stayed strong across core retailers, and Elastic made it easier and quicker for them to place seasonal orders.
Elastic: A Decision Driven by Retailers
Roark had used other B2B platforms in the past. The decision to move to Elastic came down to trust and familiarity on the retail side.
“Elastic was consistently identified by our retail partners as the platform they were most comfortable with,” says Dolkas. “That made it the clear choice.”
By selecting Elastic, Roark removed friction from pre-book process. The team also created a stronger foundation for reorders and long-term wholesale growth.
Empowering Reps across Regions
Today, Roark works with more than 20 independent rep agencies across the Americas. Using Elastic ensures consistency across all regions and reps within its vast network.
Elastic gives every agency a single system for selling, presenting, and managing orders. Reps use the platform for pre-book and at-once orders, line presentations, whiteboarding, visibility into available-to-sell items, order entry, and sales reporting.
Whiteboards have become especially valuable. They help reps guide conversations, build smarter assortments, and keep the focus on what will perform for each account.
Roark continues to invest in a more digital wholesale operation through Elastic by expanding the digital catalogs and custom collections, and by providing clearer communication about inventory and seasonal priorities.
“Our objective is to be one of the easiest brands to do business with, both from a pre-book and at-once perspective, and Elastic enables us to do that by simplifying the buying process and improving efficiency on both sides of the table,” says Dolkas.
A Partnership Built for Long-Term Success
Roark transitioned to Elastic on a tight timeline tied to sales meetings and a seasonal launch. Speed mattered, and execution mattered even more.
“The team at Elastic has been an exceptional partner throughout the transition.” says Dolkas, “Their responsiveness and communication have been outstanding. We are looking forward to next steps and continued improvements in the day-to-day to benefit our retail partners”
Roark credits Elastic’s account team with the confidence and partnership needed to move quickly and successfully. Today, Elastic supports Roark’s wholesale business at scale while preserving the relationships that drive it.
See how industry-leading brands are scaling their B2B business with Elastic
