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Get a QuoteRedefine Innovations×IMTRA · Enterprise Admin Portal & ERP Integration
IMTRA, a 70-year marine and industrial products company, needed a single operations control center. We built a modular Next.js admin portal that unified their Business Central ERP, multi-store storefronts, vendor inventory, marketplace channels, B2B customer management, and order processing, all accessible from one login.
Summary
IMTRA is a 70-year-old, 100% employee-owned marine and industrial products company based in New Bedford, Massachusetts, importing and distributing 13,000+ items across 24 brands to commercial vessels, OEMs, and aftermarket customers throughout North America. Redefine Innovations designed and built a modular, API-driven admin portal in Next.js 16 that sits on top of IMTRA's existing services and Microsoft Dynamics 365 Business Central ERP. The portal consolidates product catalog management, multi-store storefront configuration, vendor and brand inventory imports, real-time BC inventory sync, order processing with ERP status workflows, B2B customer and company management, promotions, returns, CMS content with revision history, and role-based module permissions , all from a single dashboard. The result: one login for operations, merchandising, and customer teams across every business module.
The challenge
IMTRA sells marine and industrial products across a direct eCommerce storefront, a wholesale channel, distribution accounts, and corporate customers, each with its own pricing, catalog configuration, and fulfillment logic. Despite operating at scale with 13,000+ SKUs across 24 international brands, the teams managing this business were working from entirely separate systems that didn't communicate. Operations lived in Business Central; inventory came from vendor feeds and brand imports that had no automated path to the storefront; products existed in a master catalog that required manual curation into per-store active listings.
The pain was compounded at every handoff. An order placed on the storefront needed manual importing into Business Central before it could be fulfilled. Inventory levels changed in the ERP and in vendor feeds without being reflected across channels, leading to stock mismatches and oversell risk. Merchandising teams couldn't configure storefronts, SEO, navigation, featured categories, bundles, without developer involvement. B2B customers, quote requests, and dealer applications arrived through disconnected contact forms with no workflow for approval or account management. There was no single source of truth for order status, customer data, or inventory position.
Scaling to more store types and B2B customers required granular permissions so different teams could access only their relevant modules, but without a platform to enforce it, everything was either open or locked to IT. IMTRA needed one admin system: not a bolt-on integration layer, but a purpose-built control center that made Business Central the authoritative ERP, exposed every operational workflow in a clean interface, and let the business move without developer dependency.
The approach
UX and product design ran in parallel with backend integration and API development, so the interface and the data layer were ready simultaneously at each module.
Every module was designed around the specific mental model of the team that owns it, operations, merchandising, customer service. Consistent layout patterns, clear status labeling, and contextual actions reduce training time and error rate.
The portal was built API-first on top of IMTRA's existing services, with Business Central as the authoritative ERP. Every data flow, orders, customers, inventory, was engineered for bidirectional sync with status visibility at every step.
The work
System architecture (inferred)
Architecture is an inferred reconstruction based on the documented deliverables.
What we engineered
Additional deliverables
ERP Integration
Every order, customer record, and inventory position converges in Business Central, and stays visible in the admin portal in real time.
Portal Coverage
The admin portal covers fourteen distinct operational areas, from inventory import to CMS content to B2B quote management, each accessible based on role permissions.
Role-Based Access
Module-level permissions mean each team sees exactly what they need, and nothing they don't. 2FA secures every login across all roles.
Quality Engineering
Two-layer testing approach: unit coverage in the admin repo and end-to-end automation on the critical user journeys that touch Business Central.
The results
Operational overhead from manual ERP imports, inventory reconciliation, and developer-dependent merchandising changes, replaced by a single login for every team.
The engagement scope, deliverables, and tech stack are documented. The performance figures below reflect measured outcomes from the rollout.
“For the first time, our operations team can see where every order sits in the ERP pipeline without calling anyone. The BC sync tabs alone have eliminated a daily manual process we’d lived with for years.”
“Merchandising used to require a developer ticket for every navigation change or featured brand update. Now our team makes those changes directly in the portal and they go live without touching engineering.”
Delivery timeline
Why Redefine
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