FYUL partners TrusTrace on supply chain compliance

FYUL has partnered with TrusTrace to strengthen supply chain traceability and compliance across its manufacturing network. The agreement covers FYUL's global supplier base.

FYUL, which brings together Printify, Printful and Snow Commerce, runs an on-demand merchandise business for brands including MTV, NBC, Comedy Central, SpongeBob SquarePants, Coca-Cola and Dunkin' Donuts. It selected TrusTrace to centralise compliance documents, map suppliers and gather the information needed to address new European Union rules.

The move reflects rising pressure on consumer goods companies and their suppliers to show where products are made, what materials they contain and whether factories and other partners meet required standards. Businesses managing large supplier networks face growing administrative demands as regulators seek more detailed product and sourcing data.

Three areas

Under the partnership, TrusTrace will support FYUL in supply chain mapping and risk assessment, certificate collection and management, and compliance readiness. This includes collecting supplier- and product-level data, storing supplier, facility and product certificates in one system, and preparing records needed for compliance with the EU Deforestation Regulation and Digital Product Passport requirements.

Those records will be reportable to brand partners and regulators. For a company serving major consumer brands, the ability to provide consistent documentation across a dispersed production network is central to customer assurance as well as regulatory response.

Isabella Holmgaard, sustainability director at FYUL, said the new system would replace a fragmented manual process.

"When you're producing merchandise for brands that are bought and loved by millions of people, the responsibility to get the supply chain right is real," Holmgaard said.

"TrusTrace replaces hundreds of manual emails with AI-validated data collection, creating a shared platform for information. As well as allowing us to do what is fundamentally right, this increased visibility keeps us ahead of complex regulations and significantly accelerates our ability to onboard clients who demand the highest standards of transparency."

Compliance focus

The partnership highlights how on-demand merchandise groups are having to formalise supplier oversight as their operations expand. FYUL's model depends on a broad network of manufacturers and fulfilment partners, which can make document handling and supplier monitoring more complex when customers and regulators ask for detailed evidence on sourcing and production.

TrusTrace provides software for collecting, digitising and sharing supply chain and material traceability data between brands and suppliers. Its platform is used to validate primary supply chain information and support tasks such as risk management, regulatory compliance, product claims and footprint calculations.

For FYUL, the immediate task is to build a clearer picture of its supplier network and gather the required information in one place. Centralised certificate management can reduce duplication and make it easier to identify missing records or gaps in supplier documentation.

Shameek Ghosh, chief executive officer and co-founder of TrusTrace, said the partnership was designed to help FYUL keep pace with changing expectations.

"FYUL has built something genuinely difficult: a platform that makes on-demand manufacturing work at scale for some of the world's most recognised brands," Ghosh said.

"This partnership is about making sure the supply chain data and transparency behind every product keeps pace with where regulations and brand partner expectations are heading. We're proud to be the infrastructure powering that next step."

The agreement also underlines a broader shift in retail and manufacturing towards more structured supply chain reporting. As brands seek greater visibility from the businesses that make and fulfil their goods, service providers such as FYUL face pressure to show that transparency extends beyond the customer-facing side of eCommerce into the production network itself.

FYUL said its global manufacturing footprint supports clients ranging from first-time sellers to multinational brands. Its customer roster also includes Netflix, Jeep, AMC Theatres, Vernon, Zagwear and CrossFit, reflecting the range of sectors now relying on on-demand merchandise and the need for more consistent supply chain records.