Case Studies
Felt Bicycles

The Client

Originally established by Jim Felt, a former motocross mechanic, the company’s roots go back more than 20 years.  Since then, Felt has grown far beyond its racing roots, but their guiding principle remains the same: every Felt bike – road or off-road, high end performance to entry level recreation – is designed to make the cycling experience the best it can be. Now a multi-million dollar global manufacturer, Felt sets the standard for cyclists the world over.

The Challenge

As a major supplier of high performance bicycles with a European base in Germany, the company needed to automate and share stock and order information with their UK distributor, with whom they hold exclusive distribution rights.

Felt needed an international solution that would integrate their systems in Germany with their distributor’s systems in the UK, in order to provide a seamless experience for stockists and dealers placing orders domestically.

What We Did

The solution comprises complex integration via SAP business management software in order to connect Felt’s systems in Germany to their distributor in the UK.

The solution:

Allows Felt to integrate data from disparate systems and deliver trusted information to their distributor’s applications and processes.

Enables the end user, when part of the order is supplied direct from Felt, to see it as a single transaction by the stockist/dealer, creating a seamless order process.


The Results

  • The solution incorporates full integration to SAP
  • Integrating into SAP allows the company to leverage data across their business
  • The solution improves customer-centricity, sales productivity and operational efficiency
  • Felt Bicycles continues to grow internationally


“We aim to offer a high-quality, satisfying experience to a substantial customer base with a growing international presence. To be able to do this, we must ensure we are operating reliably cross-channel and also, that we are working proactively to optimise our systems performance.”

Michael Müllmann, European President, Felt Bicycles

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