Redefine×Parsons Kellogg · Data, headless commerce & ERP
A transformation that took Parsons Kellogg from $14M to $120M+
Parsons Kellogg is a major provider of promotional products, corporate apparel and branded merchandise running a large, multi-store e-commerce footprint. Redefine rebuilt the operational and digital backbone with one team: custom Power BI analytics, a headless commerce architecture spanning 30 stores and over 100k SKUs, and deep Dynamics 365 ERP & CRM integration over RESTful APIs.
Power BI & analyticsHeadless commerceDynamics 365 ERP & CRMRESTful API integrationData integration
$120M+
▲ from under $14M
Documented outcome
30 stores
▲ unified into one view
Multi-store footprint
100k+ SKUs
▲ centralized catalog
Headless inventory
Real-time
▲ from manual reporting
Power BI dashboards
Industry
Promotional products & corporate apparel
Scale
30+ stores · 100k+ inventory items
Outcome
$120M+ annual revenue (from $14M)
Engagement
Analytics, headless commerce, ERP & API
Platform
Headless commerce + Dynamics 365 + Power BI
Model
Fixed price · one team
Certified & partnered
- Microsoft Solutions Partner
- Power BI specialists
- Dynamics 365 delivery
- BigCommerce Partner
- Shopify Partner
- Headless / API architecture
Summary
Parsons Kellogg is a major provider of promotional products, corporate apparel and branded merchandise, operating a large multi-store e-commerce footprint. Redefine Innovations transformed its operations and digital infrastructure with one in-house team: building custom Power BI reports and dashboards for real-time visibility across all 30+ stores and Dynamics 365 ERP; automating backend processes; developing a custom, large-scale commerce solution with tight Dynamics ERP integration for automated financial transactions; introducing a headless commerce architecture to centralize inventory and content across channels; and building RESTful APIs integrating Dynamics 365 ERP, Dynamics 365 CRM, Power BI, mobile apps and third-party systems. The result: annual revenue scaled from under $14 million to over $120 million.
ClientParsons Kellogg · promotional products & corporate apparel
PartnerRedefine Innovations · one team, fixed-price, full code ownership
Outcome$14M → $120M+ annual revenue (documented)
Scale30+ stores · 100k+ inventory items · multiple backends
AnalyticsCustom Power BI reports & dashboards across stores & Dynamics 365
ArchitectureHeadless commerce centralizing inventory & content across channels
IntegrationRESTful APIs: Dynamics 365 ERP & CRM, Power BI, mobile, third-party
DisciplinesData, analytics, commerce architecture, ERP, integrations
Note: the $14M→$120M revenue, 30+ stores and 100k+ inventory items are documented from the brief; other metrics and testimonials on this page are illustrative samples pending verification.
The challenge
Parsons Kellogg was scaling rapidly, but its technology ecosystem could not keep pace with the business. Data was spread across 30+ stores, more than 100K inventory items, and multiple backend platforms, creating disconnected systems with no single source of truth.
This fragmentation created operational challenges. Manual processes, limited analytics, and disconnected integrations slowed decision-making, increased complexity, and made it difficult to efficiently manage inventory, fulfillment, and customer experiences at scale.
What they needed was not another disconnected tool — they needed a unified technology foundation that could bring data together, modernize commerce operations, and integrate seamlessly with their ERP. The goal was to create real-time visibility, automate workflows, and build a scalable platform that could support continued growth.
Visibility
No unified view across 30+ stores, 100k+ items and multiple backends — reporting was fragmented.
Manual work
Manual processes and limited analytics slowed decisions and added operational overhead.
Integrations
Fragmented integrations made the estate brittle and hard to scale across channels.
Operations
Inventory and fulfillment complexity constrained the warehouse and limited throughput.
~$75K/mo
Across 30+ stores and 100k+ SKUs, an estimated $75K a month, roughly $900K a year, leaks to manual reconciliation, stockouts and slow, blind decision-making before a unified data and commerce foundation. Naming the status quo is what reframes the project from expense to recovery. (Sample figure — verify against operations data.)
The scale we were working at
Not a store. An estate.
The numbers below are the operating reality the platform had to unify and scale, every one of them a place the old setup lost visibility.
30+
▲ storefronts
one headless catalog
100k+
▲ inventory items
centralized & searchable
$120M+
▲ from under $14M
annual revenue (documented)
The approach
Parallel tracks, one connected platform.
Visibility and architecture were built together: leaders got a real-time view of the business while, underneath, commerce was re-architected for scale and wired tightly into the ERP.
Track 01 · Visibility & decisions
See the whole business in real time
Custom Power BI reporting unified sales, operations and finance across every store and Dynamics 365, and backend automation took manual work out of the loop.
- Custom Power BI reports & dashboards across 30+ stores
- Backend process automation to cut manual overhead
- Real-time visibility into sales, operations & finance
Delivered: Power BI reporting · automated processes · unified data
Track 02 · Architecture & integration
Re-architect commerce for scale
A custom, headless commerce solution centralized inventory and content across channels, integrated tightly with Dynamics 365 via RESTful APIs for automated financial transactions.
- Headless architecture centralizing inventory & content
- Custom large-scale commerce + Dynamics 365 ERP integration
- RESTful APIs across ERP, CRM, Power BI, mobile & third-party
Delivered: headless commerce · ERP integration · RESTful APIs
Design & UX · the storefront
One brand system across 30+ storefronts.
A clean, corporate brand and a headless storefront system — one consistent face for a 100k+ SKU catalog of promotional products and branded apparel, sold across 30+ stores. (Brand colours and type follow Parsons Kellogg’s guidelines; supporting tones are derived. Representative - illustrative pending sign-off.)
Design direction · brand identity
PARSONS KELLOGG.
Promotional products & corporate apparel
P
K
Palette (brand guidelines · supporting tones derived)
Midnight Blue#051C2C
Light Gray#E8E8E8
White#FFFFFF
Slate · derived#0E3047
Mist · derived#B8C0C4
Type & hierarchy
Your brand,
on everything.
on everything.
AaAaAaFraunces / DM Sans
A refined, corporate type system in Fraunces and DM Sans, in midnight blue on light gray and white, built to present a 100k+ SKU catalog cleanly across 30+ branded stores.
parsonskellogg.com
PARSONS KELLOGG.
Promotional products and corporate apparel, done at scale.
Browse the CatalogBranded Apparel
Embroidered
Drinkware
Custom print
Promo Kits
Curated sets
One brand, 30+ stores
A consistent identity and component system spanning 30+ storefronts and 100k+ SKUs.
Built for scale
Headless architecture keeps a massive catalog fast and centralized, so growth never breaks the store.
Data-backed by design
Power BI and Dynamics 365 feed the operation, so merchandising and pricing decisions run on real numbers.
Live storefront:Visit parsonskellogg.com
Before & after
Fragmented to unified, side by side.
30+ stores, 100k+ SKUs and manual reporting, pulled into one headless commerce architecture wired to Dynamics 365 and real-time Power BI. (Screenshots are placeholders — drop in the real before/after exports.)
● Before · siloed & manual
● After · headless & unified
Stores
Siloed → 30+ unified
Reporting
Manual → real-time Power BI
Catalog
Scattered → 100k+ centralized
Revenue
$14M → $120M+
Before/after images are placeholders following the case-study asset path. The $14M→$120M+, 30+ stores and 100k+ SKUs are documented; upload the real exports (or update each src) before publishing.
Architecture & integration
One headless core, every channel on top.
Storefronts, mobile apps and third-party systems all talk to a single headless commerce core through RESTful APIs; the core centralizes inventory and content and stays in lockstep with Dynamics 365 ERP, CRM and Power BI. The diagram below is an inferred reconstruction for the team to confirm.
Headless commerceRESTful APIsDynamics 365 ERPDynamics 365 CRMPower BIMobile appsThird-party systemsData integration
Every channel, managed from one platform
System architecture · layered (inferred · verify)
Channels feed the core · the core feeds the systems of record · one source of truth
What we engineered
- Headless commerce core centralizing inventory and content across every store and channel.
- Custom large-scale commerce managing 100k+ SKUs across 30+ storefronts.
- RESTful APIs integrating Dynamics 365 ERP & CRM, Power BI, mobile and third-party systems.
- Automated financial transactions flowing straight into Dynamics 365 ERP.
- Power BI integration turning unified data into real-time dashboards and automated reports.
- Backend automation & data integration replacing manual, error-prone processes.
Build approach (inferred · verify)
01Data audit across 30+ stores, 100k+ items and backend platforms
02Power BI reporting + backend automation stood up first for visibility
03Headless commerce core + RESTful API layer built and integrated
04Dynamics 365 ERP/CRM wired in; financials automated; phased rollout
Unified dataHeadless & API-drivenScalable
Microsoft Solutions Partner · Power BI & Dynamics 365 delivery · full code ownership on day one
Data & analytics · Power BI
One real-time view of 30+ stores.
Custom Power BI reports pull from every store and Dynamics 365 into live dashboards of sales, operations and financial performance, replacing manual, out-of-date reporting. (Sample dashboard; figures other than the documented ones are illustrative.)
Operations & revenue · live dashboardReal-time
$120M+
Annual revenue
▲ documented
30+
Stores unified
▲ documented
100k+
Inventory items
▲ centralized
28,400
Orders / mo
▲ across stores (sample)
Revenue by year · 6-year tenure · $14M → $120M (illustrative shape)
Revenue by program type (illustrative)
Corporate company stores
48%
Branded merch & apparel
31%
Promotional / events
14%
Wholesale / other
7%
Dynamics 365 & API integration
The back office, wired straight in.
The headless core stays in lockstep with Dynamics 365: orders, inventory, customers and financials move automatically over RESTful APIs, so the front of the business and the back of the business are never out of sync.
Dynamics 365 modules in scope
Inventory & warehouse
Real-time stock across warehouses and 30+ stores, reserved the moment an order lands.
Sales orders
Every order from web, mobile and third-party channels written to one order book.
Customers (CRM)
Unified customer and account records shared across storefronts, ERP and analytics.
Pricing & catalog
Product master and pricing governed centrally, then published to every storefront.
Fulfillment & shipping
Pick / pack / ship status flows back to the customer and storefront in real time.
Finance & invoicing
Orders flow straight to finance: automated, order-to-cash without manual handoffs.
Entity sync · what moves where (inferred · verify)
Entity
System of record
Direction
Frequency
Inventory & stock
D365 ERP
D365 ↔ stores
Real-time
Sales orders
D365 ERP
Channels → D365
Real-time
Customers
D365 CRM
Bidirectional
Real-time
Products & pricing
D365 ERP
D365 → storefronts
On publish
Financial transactions
D365 ERP
Orders → finance
Real-time
Reporting data
Power BI
All systems → BI
Real-time / scheduled
RESTful API surface (representative)
GET/inventory/{sku}Dynamics 365 ERP
POST/ordersDynamics 365 ERP
GET/customers/{id}Dynamics 365 CRM
POST/financial/transactionsDynamics 365 ERP
GET/catalog?store={id}Headless core
GET/reports/salesPower BI
Endpoint names are representative of the integration surface, not the production contract · verify.
One catalog → many storefronts
Store names are representative of the program types; the platform publishes one catalog to all 30+ storefronts.
Certified Dynamics 365 delivery · automated financial transactions · no manual handoffs
The results
Built to scale, and it did.
The transformation gave Parsons Kellogg a unified, real-time view of the business and a commerce platform built for growth. The headline outcome is documented; the supporting metrics below are inferred for the team to confirm.
Reading these numbers
Revenue scaling from under $14M to over $120M, 30+ stores and 100k+ inventory items are documented in the engagement brief. The remaining figures (efficiency, decision speed, accuracy, cost) are reasoned estimates placed here as a structure; replace each with the real number from Power BI and Dynamics 365 before this case study is published.
$120M+
▲ annual revenue
From under $14M (documented)
30+
▲ stores unified
One real-time view (documented)
100k+
▲ SKUs centralized
Headless catalog (documented)
Real-time
from manual reporting
Power BI dashboards (sample)
-58%
▼ manual reporting time
Automated in Power BI (sample)
99.0%
▲ inventory accuracy
From ~85% (sample)
Where the lift came from · before → after (illustrative · verify)
Annual revenue
$120M+ ← $14M
Reporting turnaround
real-time ← days
Inventory accuracy
99.0% ← 85%
Manual process load
-58% ← baseline
Over a 6-year tenure · Annual revenue · $14M → $120M+ (shape illustrative; confirm the curve)
Scaling past systems that can't keep up?
One team unifying your data, re-architecting commerce and integrating your ERP, scoped fixed-price before a line of code.
“For the first time we could see all 30+ stores in one place, in real time. Power BI changed how fast and how confidently we make decisions across the whole business.”
DK
VP of Operations, Parsons Kellogg
“The headless platform and the ERP integration are what let us scale past $120M without the back office breaking. It was built like part of our team, not a vendor handoff.”
SR
Director of E-commerce, Parsons Kellogg
Why it was low-risk
A transformation this big, safe to say yes to.
Fixed price, scoped first
Every line scoped before work began, with no open-ended billing.
No subcontractors
One named, in-house team across data, commerce and Dynamics 365.
You own everything
Full commerce code, APIs, Power BI reports and accounts handed over.
Phased, no big-bang cutover
Visibility first, then commerce, then ERP, staged to protect operations.
Weekly demos
Working software and dashboards every week, with no surprises.
Microsoft certified
Built by a Microsoft Solutions Partner with Power BI & D365 expertise.
Start here
Running a complex, multi-store business on systems that can't keep up?
That's exactly the work we're built for: one accountable team unifying your data, re-architecting commerce and integrating your ERP. Submit a brief and get a line-by-line proposal in 3 days.
No commitment. A line-by-line proposal in 3 business days, and we'll tell you straight if we're not the right fit.
★★★★★4.9 on Clutch500+ projects shipped21 yearsMicrosoft Solutions Partner
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