Project Overview
Rohan, one of the UK’s leading outdoor clothing and equipment brands, had been running on the same two core systems for over 20 years. With limited developer support and a retail platform that had reached end-of-life, the business needed to modernise. Microsoft Dynamics 365 Business Central was selected for its flexibility and deep integration with the Microsoft tools Rohan’s teams already used, with Transparity chosen as implementation partner.
Delivered in phases, the project has created a unified platform that consolidates retail, e-commerce and operational functions, supports a consistent omnichannel customer experience, and provides the scalable foundation Rohan needs to grow into new markets and channels.
The Challenge
Rohan had been operating on the same two core systems for over 20 years, for its retail operations and direct-consumer platform. These outdated technologies lacked developers to support them and additionally, the retail platform had reached end-of-life.
Though the on-premise legacy systems were still functional, the limited support and growing integration challenges with newer technologies was restricting future growth.
“We were already planning the move to a modern solution to future-proof the business and ensure long-term operational resilience. To do this, we wanted to unify our retail and direct-consumer systems onto a single platform.” — Michael Gray, IT Director, Rohan
The Solution
Future proofing with modern technology
Rohan chose Microsoft Dynamics 365 Business Central for its flexibility and speed of integration. “From a user perspective, we felt the transition would be more seamless,” explains Michael. “Moving from tools such as Word and Teams to also include Business Central felt natural and wasn’t too much of a leap.”
Selecting the right integration partner
Transparity stood out for its deep industry expertise and proven Microsoft capabilities. Michael highlights, “We chose Transparity because they just got us. In-depth conversations with their technical team gave us confidence. Transparity’s experience in fashion retail was also a real advantage.”
A phased rollout of Business Central
The migration to Business Central was delivered in three strategic phases. The first focused on purchasing processes and managing products to the warehouse door. The second and most substantial phase transitioned the warehouse onto Business Central and introduced a new EPOS system for its retail stores and merchandising functions. Rohan had selected Cygnus by Swan as its new EPOS solution. This has been integrated with Business Central and provides real-time stock updates and streamlined replenishment, significantly improving accuracy and building trust among store staff.
“There were a few complications along the way, but Transparity resolved any issues quickly and we went live on time and under budget. “About a week after going live, we did a full warehouse stock take. Only one issue came up but the Transparity team was on hand to instantly fix it. This experience gave us a lot of confidence in our new system.” — Michael Gray
Phase 3 expands Rohan’s ecommerce and omnichannel integration to Business Central. Already underway, Amazon and John Lewis orders are being processed through the platform via a drop-ship model, where Rohan fulfils orders on behalf of the retailers.
“We’re already tracking customer interactions across all channels, but we now have full visibility which allows us to consolidate customer data and purchasing behaviour.” — Michael Gray
Rohan will then address its own direct-to-consumer channels, including migrating CRM data into Business Central to enable a unified customer view.
Looking ahead, Phase 4 will focus on migrating the finance function into Business Central, with plans to begin that stage early next year.
Unlocking new business opportunities
With plans to onboard a significant number of concessions over the next six months, each with unique operational requirements, Business Central will be essential to unlocking new growth avenues.
The foundation for sustainable growth
Rohan has successfully transitioned a significant portion of its operations to Business Central, creating a unified platform that supports its evolving omnichannel strategy and laying the foundation for sustainable future growth.
The business is beginning to realise tangible efficiencies in its operations to deliver a more seamless and consistent customer experience across all channels. And while end consumers may not see a direct difference, employees are benefiting from streamlined workflows, faster access to information and more efficient processes.
“We’re fine-tuning our processes and making improvements that genuinely change how we work, as well as reducing the time needed on tasks; the real benefits are starting to show.” — Michael Gray
The Outcome
Future proofing
The modern, cloud-based platform evolves with the business, eliminating reliance on outdated systems and ensuring long-term sustainability.
Unified systems
By consolidating retail, e-commerce and operational functions into a single platform, Rohan is streamlining processes across the business.
A platform for scalable growth
Business Central provides the flexibility and infrastructure to support expansion into new markets, channels and partnerships without needing further technology investments.
Continuous improvements
Frequent Microsoft updates keep the platform current, giving Rohan new features without extra cost or disruption, and reducing reliance on custom solutions or key individuals.
A unified omnichannel experience
The business can deliver a consistent customer experience across retail, online and partner channels that is powered by real-time data and integrated processes.
Aligned with Microsoft’s innovation path
Rohan benefits from being on a continuously evolving Microsoft ecosystem, ensuring alignment with industry best practices and seamless integration with tools like Teams and Outlook.
Streamlined warehouse operations
Introducing handheld scanning devices and real-time data through Business Central has significantly improved warehouse efficiency. This is resulting in autonomous workflows and reduced reliance on traditional warehouse management systems.
