Tangle Teezer.
Revolutionising hair care requires a solid tech stack. HighCo stepped in to help this iconic British brand future-proof its product.
The brand.
As the saying goes; rejection is redirection. Which was exactly the case for Tangle Teezer founder Shaun Pulfrey.
Having spent decades with salons such as Toni&Guy, Nicky Clarke and Richard Ward, Shaun spotted a gap in the market and started work on a revolutionary new detangling hairbrush in 2003.
He took his finished product to The Dragon’s Den in 2007, who promptly rejected the idea. The public, however, didn’t, crashing Shaun’s website as the episode aired and the orders flooded in.
From there, Tangle Teezer’s growth was phenomenal as major high-street stores scrambled to sell its brushes and it gained huge accolades such as The Queen’s Award for Innovation and International Trade.
Today Tangle Teezer products are sold in more than 70 territories around the world and the company has evolved beyond its revolutionary hairbrushes, selling a range of detangling, styling and blow-drying products that all aim to change the game.
The snag.
This evolution has demanded Tangle Teezer keep pace with its growing brand.
Part of this required moving to Shopify from Shopware to boost their direct-to-consumer channel in the UK and US with a more powerful and flexible platform.
Before this, Tangle Teezer had a big presence on the high street in stores such as Boots, Superdrug and John Lewis, but didn’t engage or sell with their end customers at scale.
A move to Shopify would boost this. HighCohesion stepped in to get TT’s data to and from Shopify and its ERP, Microsoft Navision, in a clean-cut way.
Done correctly, orders could flow to the warehouse in the most efficient way possible allowing Shopify the most precise view of TT’s inventory on the ground.
Ultimately, Tangle Teezer needed a seamless integration of two new Shopify stores with its existing tech stack, ensuring room for growth in its B2C market with full visibility of, and confidence in, its data.
2x
Shopify stores integrated
100%
Integration success rate
Tim Ager - Head of Information Technology, Tangle Teezer.
“The HiCo control panel is very powerful and intuitive, with great documentation. The result is we are now in a very strong position to scale up as the B2C and B2B business grows.”
The HighCohesion solution.
HighCo set about getting Tangle Teezer’s UK and US Shopify stores set up and linked together to ensure its inventory levels were always accurate.
We worked closely with the awesome team at the Shopify agency, Velstar, who carried out the build of TT’s Shopify stores before HighCo helped guide TT through its tech and process changes.
Then it was up to HighCo to keep TT’s data flowing from those Shopify stores to its warehouse with precision and clarity, ultimately saving TT staff valuable time and maintaining a positive customer experience.
These integrations are designed to be easily manageable, allowing clients to shape their data flows the way that works best as situations change over time.
That said, as with all our clients, HighCohesion’s helping hand wasn’t withdrawn from Tangle Teezer the moment we went live.
Our Hypercare service allows clients to call on our expertise in flexible doses when they need additional support.
In this case, Hypercare allowed Tangle Teezer the opportunity to update its US shipment details, allow tracking number retrieval and populate extra order and tax information in the ERP very shortly after going live.
The feedback.
We caught up with Tim Ager, Tangle Teezer’s Head of Information Technology, and he had this to say:
“It was great working with the team at HighCohesion, the communication throughout the integration development was second to none.
“The tools used to manage the project worked very well. From bespoke instructional videos on how to run the integrations, to AI meeting summaries, open Slack channels, to the Project hub management tool. They all came together to provide a very well-managed project.
“We also received assistance and guidelines for testing the integration, including hands-on help in that testing process.
“It has all gone very smoothly so I’ve only had one or two support questions since we went live but they were handled very quickly and efficiently.
“The HiCo control panel is very powerful and at the same time intuitive, with great documentation.“All in all the result is we are now in a very strong position to scale up as the B2C and B2B business grows via our ecommerce platform.”
If you’re looking to up your hair game, check out the brand here.
Tech stack integrated through HighCohesion
Ecommerce Platform
Microsoft Dynamics Nav ERP