Ergobaby — modernising B2B ordering across EMEA distributors

Ergobaby’s wholesale operation spans EMEA — multiple regions, multiple languages, multiple currencies, multiple distributor models. The brand needed a B2B platform that could carry that complexity in a single tenant rather than maintaining a separate setup per country. The team wanted one platform, one source of truth, regionalised at the surface.

That’s a configuration problem most platforms answer poorly. Either you get one tenant with everything jumbled together (and pricing leaks across markets), or you get a tenant per market (and the operational cost multiplies). Ergobaby wanted a third path: one tenant, properly multi-region.

EU-wide in one tenant

The Turis model treats region as a first-class dimension. A single tenant carries the full distributor base, with pricing, currency, and language applied per market. A German distributor sees the German catalog at German prices in German; a Spanish distributor sees Spanish prices in Spanish from the same platform. The complexity sits inside the configuration; the surface stays clean per audience.

For a brand-led wholesale team, that’s the right architecture. There’s one place to update the global catalog, one place to manage the brand presentation, one place to look at consolidated reporting. Per-market specificity comes from configuration, not from operational duplication.

Why Turis

Three platform decisions made the fit. First, the multi-region pricing model — a distributor’s pricing and currency are properties of the account, not of the tenant, so the same product can list at different prices in different markets without separate setups. Second, the language layer — catalog and storefront localise per market without needing language-specific clones. Third, the ERP integration — orders from any market flow back to the brand’s central ERP in a consistent structured format.

The fourth factor, less technical, was the brand presentation. Ergobaby’s distributors interact with the brand through the portal more often than through any other channel — the portal needed to feel like Ergobaby, not like a generic ordering tool. Turis’s customisation model supported that without needing a custom front-end build.

Going live

The rollout was scoped by region. Initial cutover with the core EU distributor base, then progressive rollout to adjacent markets. Catalog and pricing modelled once, regionalised through configuration rather than duplication. The brand team kept ownership of presentation; the commercial team kept ownership of pricing rules; the ops team kept ownership of order flow.

Within a few quarters the full distributor base was on the new platform, the previous setup was decommissioned, and the regional teams were operating against a shared playbook rather than reinventing it per market.

“A B2B portal that feels like the brand”

“Turis gave our distributors a B2B portal that feels like the brand.” That’s the EMEA team’s summary, and it’s the right one to land on. For a brand whose distributors are part of the brand’s market presence, the portal is part of the brand experience — not a back-office system you tolerate.

Day-to-day operations

Day-to-day, the EMEA team works in one platform instead of coordinating across several. Catalog changes propagate to every market in the same release; pricing changes apply per region without needing parallel updates; reporting consolidates without spreadsheet stitching. The kind of operational coherence that makes a multi-region B2B operation actually feasible to run with a small central team.

For the distributors themselves, the daily experience is straightforward: a branded portal in their language, their pricing, their catalog. They place orders self-serve; the data flows back to Ergobaby’s central back office; the rest of the chain works without anyone having to translate between markets.