Two Regions, Two ERPs, One Portal
Grundéns, the fishing apparel and footwear brand founded in 1911, runs North America and EMEA on two separate ERP systems. Rudder Analytics is unifying that data into a single analytics portal — AI OS for eCommerce — with seven modules already live.
Dynamics NAV 18 / Business Central
USD
Dynamics NAV 17
EUR
AI OS for eCommerce
A 115-Year Brand, Unified
Grundéns makes fishing apparel and footwear for commercial crews and sport anglers. Founded in 1911, it runs North American operations from Poulsbo, WA and a European base in Borås, Sweden.
The business is wholesale-led, with growing direct-to-consumer (Shopify) and Amazon channels. North America and EMEA operate as separate entities on two different ERP systems, and sales, finance, and marketing data spreads across many platforms.
Rudder Analytics is building a unified analytics portal — AI OS for eCommerce — on one data warehouse. It pulls from both ERPs and every channel, with AI-generated insight built into each module.
Two ERPs, No Single Truth
Grundéns had the data to run a sharper business. It was scattered across two ERP systems and many platforms, and reporting was assembled by hand.
Split Across Two ERPs
North America runs Dynamics NAV 18 / Business Central; EMEA runs NAV 17. Neither region shared a view with the other.
Reporting by Spreadsheet
Finance and operations built core reports by hand, spending hours on work that had to be redone each cycle.
Siloed by Function
Sales, financials, inventory, and operations each lived in their own systems, with no reconciled view for leadership.
No Central Layer
Shopify, Amazon, Klaviyo, Meta Ads, and Google Ads each held part of the picture, with no shared analytics layer.
Numbers That Lagged
Leaders often worked from incomplete or inconsistent data by the time it reached them.
Scenarios Modeled by Hand
Margin and borrowing-base scenarios were run manually, taking hours rather than seconds.
One Warehouse, One Portal
Both ERPs and every channel flow into one governed warehouse, feeding a role-based portal. AI OS for eCommerce pairs reporting with AI-generated insight and a natural-language Ask-AI layer in every module.
Two ERPs & Channels
NAV 17 (EMEA), NAV 18 (NA), Shopify, Amazon, and marketing platforms into one pipeline.
Governed Data Layer
A single warehouse on Azure and ClickHouse, reconciled across regions and currencies.
Role-Based Modules
Dashboards for sales, margin, finance, and operations, each team its own view.
Insight & Ask AI
Auto-generated insights in every module and natural-language Q&A across the portal.
Both ERPs, One Warehouse
A governed warehouse pulls NAV 17 (EMEA) and NAV 18 / Business Central (NA), reconciled across currencies and regions into one source of truth.
Sales & Rep Performance
Sales analysis by channel, rep, and account, rep-level dashboards, and commission reporting for North America and EMEA.
Margin & Simulation
Contribution margin from CM1 to CM3, SKU and margin analysis with sell-through, and a CM simulator for scenario planning.
Weekly Sales Reporting
Pacing across WTD, MTD, QTD, and STD, with the eCommerce hierarchy spanning wholesale, DTC, and Amazon.
Applied AI
AI-generated insights in each module and an Ask-AI natural-language layer across the whole portal.
Finance & Operations
P&L, cash flow, AR/AP, borrowing base, and order book and aging, extending the portal from sales into finance and operations.
One Portal, Module by Module
AI OS for eCommerce rolls out module by module, each with its own insights and role-based access, rolling up into a single view for leadership. Sales and margin are live; finance and operations are next.
- Sales Analysis
- Rep Sales Dashboard
- Commission Reports
- Contribution Margin
- SKU & Margin
- CM Simulator
- Weekly Sales Report
- AI Insights
- Ask AI
- P&L Revenue & Margin
- Merchandising
- Cash Flow & AR/AP
- Order Book & Aging
- Borrowing Base
- Marketing (Growth)
- Marketing (Retention)
- Opportunity Lost
- Inventory
Rudder Analytics is building Grundéns one command center across two regions. Both ERPs unify, reporting automates, and AI-generated insight sits inside every module.
Data and AI for Brands Outgrowing Their Stack
Rudder Analytics builds that platform — from the first pipeline to reporting a board can act on.
