Kiwi surf brand becomes first NZ business to use ByDesign as integrated suite

By Freya Purnell

New Zealand surf and beach lifestyle brand Coastlines has chosen to implement SAP Business ByDesign to enable it to deliver at a global level.

The 23-person company supplies some of the largest retail groups in the world – companies such as French group Carrefour, which has 9800 retail outlets worldwide; giant Portuguese conglomerate Sonae; Decathlon and Sportzone in Europe, Animal in the UK, and Torpedo7 and Super Retail Group in Australasia.


Coastlines CEO Sean Kennedy said being able to comply with these retailers’ complicated requirements was a driving force behind the project.

“Each of our customer presents us with thick, multi-tabbed procedural manuals detailing their precise requirements on packaging, labelling, shipping and invoicing,” he said. “We have to comply with them in every respect. When we load a 40’ container, we have to match exactly the plan they give us so their people anywhere in the world can unpack it in 24 minutes. If we don’t, they can’t, and then we incur penalties. SAP enables us, hand on heart, to guarantee we can meet their standards, every time.”

The implementation, which is being carried out by SAP partner Soltius, will allow Coastlines to consolidate its core project management and finance operations to a fully-integrated cloud business platform, providing flexibility and long-term scalability, without additional IT overhead. Coastlines is the first New Zealand organisation to adopt SAP Business ByDesign as an integrated suite.

Kennedy said competing in global markets necessitated a big step up from the software they had previously been using, particularly to plan the company’s future.

“Our projects have very long lifecycles. It can take up to two years from the initial idea to the time we deliver the finished goods. With staff in four countries and growing, we can now have up to 120 projects running at any given time. So it is crucial to have a scalable and integrated solution that allows us to tightly manage the progress, risks and profitability across all of these projects,” said Kennedy.

The initial implementation is currently underway, and in the next phase, Coastlines will roll out the CRM functionality of SAP Business ByDesign across the business.

Image: Coastlines


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