Pet snacks · Denmark
Fiddles — +145% growth in retail customers, same order desk
“Our retailer base grew 145% — and we didn't have to grow the order desk to match.”
Fiddles, a Danish pet-snacks brand, hit a problem most growing wholesale operations recognise: the retailer base started growing faster than the team that ran the order desk could keep up with. Every new retailer meant another stream of emails, more PDF POs to key in, more pricing edge cases to remember. The team was going to have to either grow headcount or change the system.
They changed the system. +145% growth in retail customers, same order desk team. The platform absorbed the multiplier instead of the people.
The retail desk wasn’t scaling
Before Turis, every order touched a person. Retailer emailed in, ops keyed it into the ERP, applied the right pricing for that account, confirmed back. At 30 retailers that’s a busy week; at 80 retailers it’s a backlog; at 200 it’s untenable. Hiring three more people to keep up wasn’t the right answer — the work itself wasn’t worth doing by hand.
The team wanted a platform that let retailers place their own orders against the right prices, without internal intervention, while still flowing clean data into the back office. The internal team’s job would shift from data entry to growth work: onboarding new retailers, working with bigger accounts, expanding the range.
Why Turis fit
Two things made Turis the right call. First, customer-specific pricing was native — every retailer logs in to their own catalog at their own prices, no manual application required. Second, new retailer onboarding was self-serve enough that adding the next 50 accounts didn’t add 50 hours of ops work. The platform’s marginal cost per retailer was near zero.
The ERP integration also mattered. Order data flowing into the back office structured and validated meant the rest of the operation — fulfilment, invoicing, reporting — kept working as the volume grew, without re-keying becoming the bottleneck.
Going live
Rollout followed the standard arc — catalog and pricing on Turis, customer accounts created with their specific pricing structures, ERP integration plumbed in, retailers onboarded in waves. Within a few weeks the new pipeline was live and the old email-driven flow was retired.
Self-serve from day one
The new retailers onboarded after go-live never saw the old email-PO process. From their perspective, ordering from Fiddles meant logging into a branded portal, browsing the catalog at their negotiated prices, and placing an order — exactly the same shape as their other modern suppliers. The friction that would have made some of them drop off simply wasn’t there.
What changed for the team
“Our retailer base grew 145% — and we didn’t have to grow the order desk to match.” That’s the team’s summary, and it captures the operational shape change. The order desk stopped being a routing hub and became a curation and relationship layer: catalog quality, pricing strategy, growth conversations with the bigger accounts.
The same team now handles more than twice the retailer count with less weekly friction than the smaller setup used to generate. That’s the kind of leverage a platform should provide — and the kind of growth result that becomes possible when the data entry stops being the limiting factor.