Fettle, the warehouse optimisation platform from Picture Perfect Data, became the second STROS partnership on its launch in October 2026, joining Duvo.ai. Having developed its name, brand and go-to-market with the Picture Perfect Data team, STROS takes it to the senior operators in warehousing and third-party logistics who act on the word of people they trust.
What Fettle does
Fettle reads the WMS, time and attendance and the other systems a warehouse already runs, then shows the people who run it where time and money are being lost, with the evidence underneath each finding. It checks and standardises each warehouse's data before the AI reads it, because the answers are only as good as what goes in. Nothing gets replaced; the decision stays with the operator.
Its command view answers the four questions every warehouse is run on:
- Will today's orders go out on time and in full?
- Are people being used effectively?
- Are stock and the building set up to work efficiently?
- Is the operation delivering at the right cost and margin?
Managers can drill from each answer into the detail behind it, or ask Albie, Fettle's assistant, a question in plain English and see the evidence behind the reply. Fettle is built for operations with 100 or more people on the floor, whether they buy and sell, make and sell or run a warehouse for somebody else.
What it finds
Every finding Fettle publishes comes from a warehouse Picture Perfect Data has worked in, with a line underneath saying where it came from.
- 42% to 65%Labour utilisation in two warehouses, first as their own systems recorded it, then once the off-system work people were actually doing was counted.
- 572 hoursLost in one week between people clocking on and starting their first task, in time no report showed.
- Around 37%Better pick efficiency in another warehouse, from grouping the pick work to cut out avoidable travel, without touching the WMS.
The systems in those warehouses weren't wrong. They couldn't see half the day, which made the people on the floor look slower on paper than they were.
Why STROS chose it
Every STROS partnership starts from a problem an operator already has, which is where Fettle started too. Steve Coleman, the founder of Picture Perfect Data, spent twenty-eight years as IT Director at Andrew Page, being sold software by people who needed him to explain his own warehouse first. His team has spent the last ten years working on top of the systems at some of the UK's largest retailers and logistics businesses, so it arrives knowing how a warehouse runs and spends its time on what makes each one different.
"I'd have wanted this across my own sites. I always wanted to know in real time how efficient my warehouse was and whether the customer got what we'd promised. The honest answer usually meant somebody pulling three reports together by hand. Fettle lets the AI do the reading, so managers get the answer quickly, can drill into why and spend their time on the decisions. That's what we look for in any partner."Ross Eggleton FCILT, Founder and Managing Director, STROS Partnerships
What STROS built
Fettle is the first STROS partnership built from the name up. Working with Steve Coleman and Steven Binnion at Picture Perfect Data, STROS developed the name, the brand and the positioning, then the launch and the material that carries Fettle into a first conversation with an operator.
All three STROS seats have a part in it. Ross Eggleton decided STROS would back it, Dan Ward led the name, the brand and the go-to-market, and Jason Greenspan takes it to the operations and warehouse leaders he knows.
"This is sophisticated technology, but it shouldn't feel sophisticated to use. The benchmark we set ourselves was the iPhone: you shouldn't need a manual or a data analyst sitting beside you."Steve Coleman, Founder and Chief Executive, Picture Perfect Data
About Picture Perfect Data
Picture Perfect Data is a supply chain data and analytics business at Thorpe Park, Leeds, founded in 2016 by Steve Coleman. Over ten years it has worked with some of the UK's largest retailers and distribution organisations, using data from their existing systems to improve labour, stock, service and cost. Fettle is its warehouse optimisation platform, at gofettle.ai. Picture Perfect Data is certified to ISO 27001:2022 by Citation ISO Certification Limited, certificate number 459602024.
About STROS Partnerships
STROS Partnerships forms go-to-market alliances with platforms that sell to senior operators in retail, logistics, transport and supply chain. It is led by Ross Eggleton FCILT, who brings two decades of running retail, logistics and supply chain operations, with Jason Greenspan as Director of Partnerships and Dan Ward as Director of Growth Marketing and Content Strategy. One company per category. Never competitors in the same room. Always led with value to the operator.