Hélas: a streetwear brand’s entire B2B, linked to its online store
Hélas sells its caps and clothing to consumers through its online store, and to a network of resellers in France and abroad. We took charge of the entire B2B side: a custom CRM for trade accounts, accounting, payments, invoices and credit notes, all continuously synced with the store.
Our role · B2B, custom CRM & data
The context
A brand selling on two fronts
Founded by skaters, Hélas made its name with caps before expanding into a full wardrobe. The brand sells direct through its online store, but a large part of its business goes through independent shops and concept stores that order every season.
These two channels don’t follow the same rules: trade prices, minimum orders, payment terms, invoices and credit notes, payment tracking. Managing resellers alongside the store, with spreadsheets and double entry, was becoming a source of errors and wasted time with every collection.
What we built
A CRM designed for selling to resellers
A custom business tool that mirrors the real habits of the sales and accounting team.
Reseller records
Contact details, pricing terms, discounts, order and communication history: every trade account has its complete record.
B2B orders
Entry and tracking of trade orders, seasonal pre-orders and restocks, with each reseller’s own prices and minimums.
Payments & due dates
Tracking of payments, deposits and due dates, reminders for unpaid invoices: B2B cash flow at a glance.
Invoices & credit notes
Invoices generated automatically from orders, credit notes for returns or disputes, compliant numbering and exports for the accountant.
Store sync
Products, variants, stock and orders flow continuously between the online store and the CRM: a single source of truth.
Sales reports
Dashboards by reseller, product, country and season to steer collections and restocks.
The architecture
One database, zero double entry
The CRM isn’t a standalone tool: it’s connected to the online store via API. When a product is created or stock changes, the information is up to date on both sides; when a reseller places an order, it reserves the same stock as consumer sales.
Accounting follows the same principle: every B2B order produces its invoice, every return its credit note, and payments are reconciled automatically. The team no longer re-enters anything, and the figures from the store, the resellers and the accounts finally tell the same story.
In short
- sales channels managed from a single tool
- 2sales channels managed from a single tool
- catalogue shared between the store and resellers
- 1catalogue shared between the store and resellers
- double entry between orders, invoices and stock
- 0double entry between orders, invoices and stock
- automatic syncing with the store
- 24/7automatic syncing with the store
Day to day
The reports and scripts that save hours
Around the CRM, a set of tools tailored to the brand’s repetitive tasks.
- 01Importing seasonal catalogues (products, variants, sizes, prices) in a single operation
- 02Bulk updates of prices and reseller rates
- 03Cross B2C / B2B sales reports by product, colourway and country
- 04Tracking reseller payments and due dates
- 05Accounting exports ready to send to the accountant
- 06Automatic consistency checks between stock, orders and invoices
