Heath Wells
Co-founder and former co-CEO of the wholesale platform NuORDER
Heath Wells is the co-founder of NuORDER, a B2B e-commerce platform for wholesale that connects brands with department stores and specialty retailers. He served as co-CEO from 2011 until July 2021, when NuORDER became part of the commerce software company Lightspeed, and then took on the role of general manager of B2B.
| Role | Co-founder of NuORDER |
|---|---|
| Co-CEO | 2011 to July 2021 |
| Then | General manager of B2B, NuORDER |
| Organisation | NuORDER, part of Lightspeed |
| Education | B.Com, University of Adelaide |
Who is Heath Wells?
Heath Wells is a technology entrepreneur who co-founded NuORDER, which he describes as a B2B e-commerce platform revolutionising the wholesale industry. NuORDER gives fashion and lifestyle brands digital tools to sell to retailers, bringing ordering, sales tools and payments onto one platform. The platform is now part of Lightspeed, the commerce software group.
Career
Wells studied at the University of Adelaide, graduating with a Bachelor of Commerce in marketing in 2000. He co-founded NuORDER and served as co-CEO from 2011 until July 2021. When NuORDER joined Lightspeed in 2021, he moved into the position of general manager of B2B at NuORDER, according to his professional profile. He is now based in Monaco.
Wells has been a regular voice on retail technology, with appearances at conferences such as Shoptalk in Las Vegas and SaaStr Annual in San Francisco in 2018. Because NuORDER serves brands as well as department stores and specialty retailers, his work has addressed both sides of the wholesale relationship.
Influence on the fashion business
NuORDER serves three groups of customers: brands, department stores and specialty retailers. Its platform covers several parts of the wholesale relationship:
- B2B e-commerce through which retailers can order from brands online
- Sales tools for brand representatives and showrooms
- Order management and flexible configurations for different markets
- Integrated payments and actionable insights
Together with other digital wholesale platforms, NuORDER helped turn wholesale ordering from a seasonal, appointment-driven activity into a continuous digital channel. It is now part of Lightspeed, whose commerce software is used by thousands of independent businesses around the world.
Heath Wells and technology
Wells's contribution has been to apply software-as-a-service thinking to B2B fashion. By digitising line sheets, orders and payments, platforms such as NuORDER create structured data about what retailers buy, which supports better planning and forecasting on both sides and provides a foundation for analytics and AI in wholesale.
Why it matters
For many brands, wholesale remains a major sales channel. Wells is one of the founders who showed that this channel could be run digitally at scale, and NuORDER's place within a larger commerce group reflects how B2B ordering is converging with retail systems.
Frequently asked questions
Who is Heath Wells?
Heath Wells is the co-founder of NuORDER, a B2B e-commerce platform for wholesale. He was co-CEO from 2011 until July 2021 and then became general manager of B2B after NuORDER joined Lightspeed.
What is NuORDER?
NuORDER is a wholesale commerce platform for brands, department stores and specialty retailers, offering B2B e-commerce, sales tools, order management, payments and insights. It is part of Lightspeed's family of products.