Xlash Moves from Manual Planning to Automated Forecasting with Madden

Xlash Moves from Manual Planning to Automated Forecasting with Madden

Xlash, the fast-growing beauty brand known for its award-winning eyelash serums and expanding product portfolio, is continuing to scale its operations across markets and channels. With strong growth and an increasingly complex assortment, the team identified a need to move from manual workflows to a more automated, data-driven approach to planning.

To support this next phase, Xlash has partnered with Madden Analytics to strengthen its forecasting and purchasing processes - enabling the team to operate with greater precision while maintaining speed and flexibility.

As part of the implementation, Xlash is using Madden to seamlessly move between high-level planning and detailed SKU-level decisions. This allows the team to align strategic targets with day-to-day purchasing, ensuring that inventory investments are both controlled and responsive to demand across categories and channels.

A key component of the setup is the integration with Microsoft Dynamics 365 Business Central, providing a continuous and reliable flow of data between Xlash’s ERP and Madden. This creates a single source of truth for planning, reduces manual work, and enables more frequent and accurate decision-making.

“We’ve reached a point where manual processes are no longer sustainable given our growth and the complexity of our assortment,” says Jenny Kiisk, Head of Purchasing & Production at Xlash. “With Madden, we can connect our high-level plans with detailed purchasing decisions, while also automating large parts of the workflow. It gives us both control and flexibility as we continue to scale.”

By automating forecasting and purchasing processes, Xlash’s team can shift focus toward more strategic initiatives - such as assortment development, supplier collaboration, and continued international expansion - while ensuring that inventory levels remain aligned with demand.

“Xlash is a great example of a fast-growing brand that needs to balance speed with structure,” says Axel Bukowski, co-founder of Madden Analytics. “By enabling both high-level planning and SKU-level execution in one connected workflow, they’re building a strong foundation for efficient, data-driven growth.”

With Madden in place, Xlash is well-positioned to continue its growth journey - scaling operations, expanding its assortment, and maintaining control over one of its most critical assets: inventory.

About Xlash

Xlash is a Sweden-based beauty brand focused on innovative products for lashes and brows, best known for its eyelash serums. Founded in 2012, it has become a prominent name in Scandinavian beauty for providing safe, clinically proven, and vegan-friendly alternatives to lash extensions. With a strong digital presence and growing international reach, Xlash continues to expand its product offering across multiple categories and markets.

About Madden

Madden Analytics provides an AI/ML inventory planning platform for retail brands and retailers, helping teams forecast demand, plan purchases, manage assortments, and optimize stock levels across all channels. Designed for fast-growing companies as well as enterprise operations, Madden enables smarter decision-making through automated workflows, actionable analytics, and seamless integrations with leading ERP, WMS, and e-commerce systems.