Feeder OneFrom Traditional Wholesaler to e-commerce frontrunner
Case summary
About Feeder One
Feeder One is a logistics service provider and wholesaler operating in the DIY sector across the Netherlands and Belgium. With distribution centers in Roden (16,000 m²) and Wommelgem, Belgium (23,000 m²), and its headquarters in Houten, the company supplies a broad network of DIY retailers, wholesalers, and e-commerce platforms including Bol.com. Employing around 230 staff and generating an annual revenue of approximately €150 million,
Feeder One has earned a reputation as the preferred partner for fine-meshed distribution and warehousing of A-brands and private labels. The company is now setting its sights on expanding its operations across Europe.
Ambitions and challenges
The role of wholesale is rapidly evolving due to rising direct-to-consumer (D2C) strategies by brands, shrinking margins, and increased operational risk. To stay ahead, Feeder One aimed to differentiate itself by offering greater value to both suppliers and retailers. This required a strategic focus on digital transformation and the launch of new, future-proof commerce propositions. However, its legacy Magento platform could no longer support these commercial and technical demands.
What did Feeder One need?
To shape its digital transformation and ensure long-term resilience, Feeder One was looking for a scalable e-commerce suite capable of seamlessly supporting both B2B and B2C operations. The platform needed to be flexible enough to grow alongside the company’s ambitions, while robust enough to deliver reliable performance under high volumes and complex business processes.
A stable and proven SaaS foundation was essential to support continuous development—both technically and commercially. Innovation wasn’t to be treated as a short-term project, but as a structural part of Feeder One’s long-term digital strategy. A key focus was the optimization of order processing: Feeder One aimed to eliminate manual workflows and transition to a streamlined digital ordering environment, including self-service functionality and mobile tools for both field representatives and customers.
Real-time integration with existing ERP and PIM systems was also a critical requirement. Up-to-date stock levels, pricing, and product information are vital for any wholesale business that wants to deliver both accurately and efficiently. Finally, finding the right strategic partner was crucial—not just a technical provider, but a collaborative partner who could actively contribute to future growth and digital innovation.
What NextChapter delivered for Feeder One
NextChapter eCommerce implemented its multiˣ suite to deliver a stable and scalable digital commerce platform tailored to Feeder One’s growth ambitions. Key components included:
B2B Webshop – Designed specifically for DIY retailers in the Netherlands and Belgium, offering real-time inventory visibility and customer-specific pricing
Mobile Ordering Tool – A Progressive Web App (PWA) that works both online and offline, with built-in scanning functionality for representatives and store partners
NextChapter PIM – Used to manage and enrich a product catalog of over 50,000 SKUs in line with GS1 standards
ERP Integration – A seamless connection to Feeder One’s existing ERP system for streamlined order and inventory workflows
Beyond technology, NextChapter served as a strategic partner, helping to define the technical roadmap and supporting the rollout of new platform features.
“By integrating our complex online and offline operations into one centralized platform, we’ve not only reduced operational costs but also created a solid foundation for future growth.”
— Mauwrijn de Bruyn, Feeder One
The final result
The implementation of the multiˣ suite has led to substantial benefits for Feeder One. Operational efficiency has significantly increased: a growing portion of total revenue is now processed digitally and automatically, lowering costs and increasing output. Retail partners now enjoy a smoother ordering process with real-time product data, leading to more frequent and higher-value purchases. The platform is fully scalable and ready to support new business models and market expansions.
“Previously, all orders were processed manually. Today, more than 85% of retailers order independently via the new webshop — reducing pressure on customer service and boosting satisfaction.”
“In less than a year, we quadrupled our e-commerce revenue compared to our previous Magento setup.”
What does the future hold?
Feeder One continues to innovate, exploring new forms of collaboration with local retailers — including longtail assortments and dropshipment fulfillment. The NextChapter eCommerce multiˣ suite provides the flexibility and feature depth to support these evolving business models and fuel future growth.
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