When fashion meets functionality, innovation follows. Foray Golf, a women’s golf apparel brand born from a passion for design and performance, found in Odoo the technology that transformed its fragmented operations into a unified, data-driven ecosystem. With apps connected through one platform, the company now manages orders, communication, and accounting with unprecedented efficiency.
Founded in 2016 by Megan LaMothe, a former Victoria’s Secret executive, Foray Golf was born from her desire to merge high fashion with women’s golf apparel, a space long dominated by uninspired khakis and “shrunken men’s polos.” The company’s name is a personal tribute: “Foray” comes from Megan’s daughter Rae, for whom the brand was created. As Larry Arace, VP of Business Operations, recalls, “Megan was going to go back to Victoria’s Secret and decided she didn’t want to do that. She wanted to do something entrepreneurial… she had found golf clothing to be lacking in options for women.”
Today, Foray Golf is in its ninth year, selling to more than 350 pro shops across the United States, including some of the country’s most prestigious golf clubs. “Because of the Victoria’s Secret background, we’re maniacal about fit,” says Arace. “Every garment gets fit at least five times. It’s expensive, but it means that once you figure out your size, it’s going to be consistent.”
"We tend to chase trends and try to be as on-trend as possible, but through the lens of golf. So you can wear it both while you’re playing and after the round."
Before Odoo: Disconnected Systems
and Growing Pains
Before Odoo, Foray Golf’s operations were running on a patchwork of systems. “When I came in, we were using QuickBooks for accounting, our distribution center’s inventory system for finished goods, and Excel for ordering. It was a mess,” Arace explains. Seeking more structure, the team adopted TradeGecko for inventory management. “It was good at first. Our sales reps could finally put orders in, and we had a way to communicate with our distribution center.”
However, as QuickBooks later acquired TradeGecko and removed features critical to Foray’s workflow, the team faced a breaking point. “That was the impetus for us. Like, we need a different system,” says Arace. “It was going to break the communication line between our DC. So now I can’t ship products. Great.”
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"During the search, we evaluated Oracle and other ERP systems, but one stood out. The call ended up being pretty easy for me. I loved the customization of Odoo.”
A System That Empowers Problem Solvers
Arace discovered Odoo after extensive research online, through Google searches, Reddit threads, and product demos. What ultimately sealed the decision was Odoo Studio.
"Studio is really important to me: the ability to do work in the system and not have to reach out to support staff and wait 14 hours for someone to get back to me. I like solving problems, and Odoo gave me that ability."
The company implemented Odoo 15 in late 2021 and went live in early 2022. Since then, Odoo has become the foundation for nearly every process in the business. “The main ones we’re using are Sales, Inventory, Purchase, Accounting, and Documents,” Arace explains. “The only major app we don’t fully use is Manufacturing because we’re vertically integrated with a partner.”
From Chaos to Clarity:
The biggest win for Foray Golf has been the full integration of accounting across all apps. “Invoicing is happening live, bills are happening live, I know my cost of goods immediately,” says Arace. “The fact that everything communicates with each other is huge. Now we know exactly where every dollar and cent is."
With Odoo Studio, Arace created dozens of automated workflows for the sales and logistics teams. “I’ve done so much automation with Odoo Studio; it’s been incredible,” he says. “Orders can be automatically confirmed and pushed to our distribution center. I spend most of my time identifying repetitive tasks and seeing what can be automated.”
Another major gain has been team communication through Odoo Chatter. “Chatter is huge for us. We use it everywhere, especially on the sales side. Our team can communicate when a product is oversold, or when embroidery details are needed for golf club logos,” he explains. “Every wholesale sale has embroidery, and chatter lets the sales team send placement pages, get client approvals, and manage details like thread color and location, all in one place.”
Automation has even extended to quality control and production timing. “If an order requires decoration, the sales form triggers a field for them to input what decoration it needs. Then an automation alerts the action team that this order needs decoration, and two weeks before the ship date, it reminds us to push it to the DC.”
Accounting efficiency has also skyrocketed. “For our accountants, the process is so much easier. End-of-year reporting is clean because we know we can trust the data. There’s no more two weeks of cleaning things up.”
Arace estimates their operational efficiency has quadrupled: "It’s so hard to measure because the improvement’s been everywhere, and exponential. I mean, we are four times more efficient."
"Odoo gave us control and visibility across every aspect of the business. We didn’t realize how much time we were wasting before."
On Course for Creative Growth
Looking ahead, Foray Golf is entering an exciting phase of expansion. The company is leveraging its design and sourcing expertise to develop truly custom products beyond its core women’s apparel line.
"We’ve been making everything from head covers and candles to stuffed animals and even Legos. We’re almost a creative agency that can also develop and source the product we’re pitching."
On the Odoo front, Foray plans to scale its usage further. “The two biggest apps I’m interested in increasing our usage with are Project, for team communication and understanding who’s doing what, and Knowledge, to build a company-wide resource center,” says Arace. “A lot of what we do is still just locked in people’s heads. Having a database of company knowledge is going to be incredibly useful.”
Foray Golf’s journey demonstrates how the right tools can elevate both strategy and creativity. With integrated apps, automation, and real-time data, the company has freed its team to focus on what they do best: designing, innovating, and leading in women’s golf fashion. If your business struggles with disconnected systems, scattered workflows, or limited visibility, it’s time to see how Odoo can unify your operations just like it did for Foray Golf.
