Amgreat Europe B.V.

Amgreat Europe B.V. and Odoo

Customer profile

Amgreat Europe B.V., based near Amsterdam in Almere, acts as the exclusive European distributor for Aputure, Amaran, Deity and Sidus. From that position, the company supports distribution, sales and dedicated support across the European market. Its activities combine commercial momentum with operational execution, requiring reliable coordination between customer-facing teams and the internal processes that keep products, information and service moving.

That business profile calls for more than a basic administration system. Amgreat needed a platform that could connect customer data, commercial activity and operational follow-up in a practical way. Odoo fits that need by bringing multiple process areas together in one shared environment , helping teams work from the same information base rather than relying on disconnected tools or separate handovers between departments.

Reason for change

As a distributor handling several brands across Europe, Amgreat works in a setting where one process quickly affects another. A sales opportunity can influence stock availability, purchasing decisions, documentation and customer communication. When those steps are managed in different ways or across different systems, information can become fragmented, and routine follow-up may depend too heavily on manual coordination between employees and teams.

The reason for change was therefore not only digitalization, but also better process alignment across the business. Amgreat needed a setup in which commercial and logistical activities support each other more naturally. At the same time, the solution had to remain practical for daily work, so employees could access relevant information faster and continue operations with less dependency on separate records, duplicate entries or isolated departmental routines.

Challenge

The central challenge was to connect several business activities within one coherent operating model. Distribution requires control over availability and incoming goods, while sales and support depend on current customer information and clear visibility of requests, agreements and follow-up actions. In practice, that means different teams must rely on the same core data while avoiding duplicate effort, inconsistent updates or unclear transitions between one process step and the next.

Amgreat also has to manage supporting workflows around documents, approvals, communication and employee-related processes alongside its core operational chain. A future-ready solution therefore had to cover more than order handling alone. It needed to include connected supporting processes in a logical way, allowing the company to scale with a system that improves visibility and structure without making day-to-day execution unnecessarily heavy or complicated.

Odoo solution

With Odoo, Amgreat chose an integrated approach that brings multiple workflows into one platform. Instead of separating sales, stock control, purchasing and customer management across different systems, Odoo provides a central structure for registration, collaboration and follow-up. This helps the company capture information once and reuse it across processes, making the link between commercial activity and operational execution much more consistent.

The implementation is aligned with the practical needs of a distributor working with several brands and many dependencies between teams. It also includes room for limited yet relevant specific custom work where the standard flow needed support. This makes it possible to stay close to standard Odoo where appropriate, while still addressing essential exceptions or process details in a way that remains useful, maintainable and grounded in real daily operations.

Apps and processes

Sales, CRM, Inventory, Purchase and Invoicing form the core chain from opportunity and order handling to stock movement and financial processing. Website and eCommerce support the digital side of the business, while Documents, Contacts and Discuss strengthen internal coordination. For Amgreat, the value lies in how these applications work as a continuous process flow rather than as isolated modules, connecting customer interaction, operational handling and administrative processing.

Additional apps such as Manufacturing, Repairs, Rental, Approvals, Employees, Time Off, Expenses, Calendar and Email Marketing support broader business needs around execution, coordination and internal management. Studio helps tailor parts of the environment to the company’s way of working, while Marketing Automation supports structured commercial follow-up. Together, these elements create a setup where core and supporting activities can be managed centrally with less fragmented information and clearer ownership.

Result

The main realized result is a more unified environment for information and process execution. For Amgreat, that means better visibility into what is happening commercially and how it affects operational work. Teams can operate from shared data, which strengthens the basis for consistent follow-up, clearer internal communication and more structured execution of day-to-day activities across distribution, customer support and related administrative tasks.

At the same time, the project creates a foundation for further optimization. Expected improvements include faster coordination between teams , less manual transfer of information and simpler control over workflows that previously stood apart. By connecting several business domains inside Odoo, Amgreat now has a scalable base that can support future refinement while preserving the level of visibility and process control that is essential for a European distribution organization.