Case study: AL & CD Ashley streamlines with Stock2Shop

Case study: AL & CD Ashley streamlines with Stock2Shop.

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AL & CD Ashley needed to streamline its workflow, automate inventory and customer data, and make order fulfillment more efficient. With a broad customer base spanning homeware groups, supermarket chains, department stores, hotels, catering suppliers, hardware stores, and independent retailers — manually updating inventory and pricing for each was time-consuming and error-prone. It also needed to move from a fragmented multi-channel approach to a centralised integration with its existing ERP.

• Streamline workflow and sync data from Sage Pastel Partner
• Custom-build a consumer-facing B2C website
• Create a B2B ordering platform for wholesale customers
• Automate updates across multiple sales channels and marketplaces
• Simplify and automate order fulfilment via Aramex

Centralised ERP integration

• Stock2Shop integrated with Sage Pastel Partner so AL & CD Ashley can manage inventory from one central place.
• Pricing and availability updates sync automatically in near real-time — no manual responses to customer requests, no delays.
• Human error in data updates eliminated across the board.

Consumer-facing website (B2C)

• Stock2Shop custom-built a Shopify website serving as a product catalogue (without direct purchase functionality).
• Sage Pastel Partner is integrated into Shopify — product availability, images, and descriptions are updated automatically.
• Saves staff several hours per week by eliminating repetitive manual inventory updates.

B2B ordering platform

• Wholesale customers can order directly from the AL & CD Ashley website.
• Sales orders are created automatically in Sage Pastel Partner upon placement.
• Customer accounts mirror Sage Pastel Partner — each client sees only the products and pricing available to them.
• Stock2Shop keeps all inventory data (prices, stock levels, descriptions, images) current in near real-time.

Multi-channel and marketplace automation

• AL & CD Ashley sell through multiple sales channels, customer-branded websites (e.g. Brabantia), and marketplaces (e.g. Yuppiechef).
• Stock2Shop integrated these with Magento as a central hub, with Sage Pastel Partner at the core.
• Orders are raised directly into the ERP and fulfilled from there — customers always see accurate stock before ordering.

Automated fulfilment via Aramex

• Stock2Shop developed a bespoke integration with Aramex via their EDI gateway.
• As soon as an order is placed, order information flows to Sage Pastel Partner, an order is created, and invoices are sent to the customer.
• Outbound fulfillment notifications are sent automatically to Aramex — no manual capture at any stage.
• Particularly impactful on large orders where data capture errors carry significant risk.

Want to know how Stock2Shop can help your business? www.stock2shop.com

Full case study: https://www.stock2shop.com/case-studies/al-cd-ashley/