How TCOG Helps Atelier Content to grow
Simplicity, timelessness, and craftsmanship—these are the core values of Belgian shoe and handbag brand Atelier Content. Founded in 2014 by Nele Content, the brand has grown from a small-scale business into a well-established name in the luxury footwear sector. Production takes place in Italy, while design and operations are managed in Ronse by Nele and her husband, Dageraad Huysmans, who has been actively involved in the creative process for several years.
“We don’t follow trends but focus on comfortable, elegant women’s shoes that are accessible to every woman,” says Huysmans.
Credits: Lien Dierckx, Oona Smet
Manufacturers as Family Businesses
A key aspect of Atelier Content is its close collaboration with manufacturers in Italy. “We primarily work with small family businesses, some of whom we’ve partnered with for over ten years,” says Huysmans. “These manufacturers share our passion for craftsmanship and tradition. With their expertise and know-how, we strive to use lasts and fits that have been tested over the years. This ensures that our shoes are not only stylish but also exceptionally comfortable.”
Atelier Content initially operated purely as a wholesale business with just six retailers. Over time, the brand expanded its activities with a B2C strategy, launching an online store and opening a physical store in Ghent. “Our growth has always been organic. We’ve grown gradually, and we were happy with that. However, this also brought challenges, especially in terms of inventory management and operational efficiency,” Huysmans explains.
From Excel to an Integrated ERP System
Until the end of 2022, Atelier Content operated without an ERP system. All administrative tasks, from inventory management to invoicing, were manually processed in Excel. “In the beginning, this wasn’t a problem because we were solely focused on wholesale, and everything we produced was immediately shipped and invoiced,” says Huysmans. “But with the introduction of an online store and a physical shop, keeping track of inventory and processing orders efficiently became increasingly difficult.”
The search for a suitable solution led Atelier Content to IT partner TCOG. They implemented the Microsoft Dynamics 365 Business Central ERP system, combined with the fashion-specific add-on itSuitsFashion 365. “We strongly preferred a cloud solution to ensure our system is always up to date. We learned from past experiences and wanted a flexible and scalable solution,” Huysmans explains.
Fashion-Specific Functionalities
TCOG was chosen not only for its flexible approach but also for its in-depth expertise in the fashion industry. “The standard wholesale package of Business Central is enhanced with fashion-specific functionalities, such as size tables and seasonal management, thanks to itSuitsFashion 365,” says Huysmans. Another decisive factor was the integration with Shopify. “The standard connection between Business Central and Shopify, our e-commerce platform, gives us confidence that we can scale without requiring custom developments every time.”
Additionally, the fact that TCOG is not a large IT giant played a role in the decision. “TCOG feels like a trusted and approachable partner. As a growing family business, this is an important factor for us. Their flexibility and personal approach fit us perfectly.”
Increased Efficiency and Improved Reporting
Since implementing Business Central and itSuitsFashion 365, Atelier Content’s operational efficiency has improved significantly. “It’s almost incomparable because our organization has changed completely. But our efficiency has increased enormously. Reordering is much smoother, purchasing in Italy is better organized, and we can quickly make bulk changes to product data,” says Huysmans.
Creating reports has also become significantly easier. “Where we used to track many things manually, we can now generate a new report with just a few clicks. This allows Atelier Content to make faster and more well-informed decisions.”
The Future: Expansion and Further Optimization
With the brand’s growth and the positive experience with TCOG, Atelier Content is looking ambitiously to the future. “In September, we are opening a new store in Antwerp, and in the long term, we are even considering a store in Amsterdam,” Huysmans shares. “We strongly believe in the synergy between our online store, our monobrand store, and our retail partners. They continuously reinforce each other.”
TCOG remains a crucial part of this journey. “We are already preparing for the new store and evaluating the best way to implement our systems there. The great thing about TCOG is that they think along with us, both technically and organizationally. They feel like a family business, just like us. It’s a perfect match.”
With a solid IT infrastructure and a clear vision for the future, Atelier Content is ready for the next phase of growth. Thanks to its partnership with TCOG, the company can achieve this growth in an efficient and sustainable way.
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