From fragmented processes to a unified ERP, WMS, and CRM foundation

SCENTS is the exclusive distributor of international fragrance brands such as Yankee Candle, WoodWick, and Millefiori Milano, serving more than 1,600 retailers across the Benelux region.

The company had reached the limits of what its existing ERP setup could support both operationally and strategically.

The needs were clear:

• a robust and integrated WMS for the warehouse

• stronger support for customer service and sales

• a single, unified platform for ERP, CRM, and web

• real-time insight into orders, inventory, and customer data

SCENTS chose a unified Microsoft Dynamics 365 landscape based on Business Central, Trade365, and CE Sales & Service. Trade365 is developed by Context&’s sister company in The Digital Neighborhood, Bravx, and forms a central part of the overall ERP solution.

Choosing the right partner was critical.

“Microsoft recommended Bravx, and for us, that proved to be the right choice. From the beginning, the collaboration was smooth and well-structured. The down-to-earth approach also played a role and helped establish a strong relationship from day one,” says Remon Schaar, Logistics Manager.

SCENTS had prepared a clear requirements specification for the new system. Additional wishes were considered “nice to have,” but the solution covered all business-critical needs within the standard platform.

Implementation

The implementation was carried out in close collaboration with Bravx and followed a structured, phased approach:

1. ERP

2. CRM

3. Additional components

This prioritization proved essential for both progress and quality.

With Business Central, Trade365, and CE Sales & Service, SCENTS has established a unified and transparent setup where:

• warehousing, sales, and customer service operate on the same data foundation

• inside sales and field sales collaborate more effectively

• all customer interactions are registered centrally

• employees always have up-to-date insights

The results are measurable. SCENTS now has real-time visibility into the location of all products and has reduced picking errors by 20% as a direct result of the new solution. The integrated web portal gives customers fast access to their data, while internal teams can act faster and with greater precision.

Looking ahead

SCENTS views the collaboration as a long-term partnership. The company continues to pursue ambitious growth plans and aims to further expand its brand portfolio.

AI already plays a role and will become even more important going forward. This is possible because SCENTS has established a stable and scalable software foundation that supports both current operations and future growth.

This solution was developed in collaboration with our sister company in The Digital Neighborhood, Bravx.