Success Story | Data, ERP & AI
How Grundéns unified North America and EMEA on one warehouse
NAV 17, NAV 18, Shopify, Amazon and marketing platforms.
Reconcile regions, entities and currencies in one warehouse.
Serve role-based modules with AI insight and natural-language Q&A.
ERP systems unified across North America and EMEA
Sales and margin modules already in production
Governed warehouse and role-based analytics portal
Generated insights and Ask AI planned across every module
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, Washington, 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, while 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 designed 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, while essential 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 repeated each cycle.
Siloed by Function
Sales, financials, inventory and operations lived in separate systems without a reconciled leadership view.
No Central Layer
Shopify, Amazon, Klaviyo, Meta Ads and Google Ads each held part of the picture without shared analytics.
Numbers That Lagged
Leaders often worked from incomplete or inconsistent data by the time reports 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 generated insights and a natural-language Ask AI layer.
Two ERPs & Channels
NAV 17, NAV 18, Shopify, Amazon and marketing platforms flow through one pipeline.
Governed Data Layer
Azure and ClickHouse reconcile regions, entities and currencies.
Role-Based Modules
Sales, margin, finance and operations each receive the right view.
Insight & Ask AI
Generated insights and natural-language Q&A sit across the portal.
Both ERPs, One Warehouse
NAV 17 and NAV 18 / Business Central reconcile across currencies and regions into one source of truth.
Sales & Rep Performance
Sales analysis by channel, rep and account, plus rep dashboards and commission reporting for both regions.
Margin & Simulation
Contribution margin from CM1 to CM3, SKU and margin analysis, sell-through, and a scenario simulator.
Weekly Sales Reporting
WTD, MTD, QTD and STD pacing across wholesale, direct-to-consumer and Amazon.
Applied AI
AI-generated insights in each module and an Ask AI natural-language layer across the portal.
Finance & Operations
P&L, cash flow, AR/AP, borrowing base, order book and aging extend the portal beyond sales.
One Portal, Module by Module
AI OS for eCommerce rolls out module by module with role-based access and a shared leadership view. 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.
Engagement in progress · Rudder Analytics
Data and AI for brands outgrowing their stack
Unify systems, automate reporting and give every team one governed view of performance.
