How to Build a Custom Web-Based ERP
About the Client
Atlantic Coast Brands (ACB) is a global consumer goods company developing and operating multiple well-known beauty brands, including Christie Brinkley Authentic Skincare, Keranique, Miracle Skin Transformer, and Hydroxatone.
The company operates across multiple sales channels (online, broadcast, direct marketing, and retail) serving millions of customers worldwide. This level of scale requires robust internal systems to manage orders, subscriptions, marketing, fulfillment, and finance.
CHALLENGE
Scaling a Legacy ERP to Support Business Growth
Atlantic Coast Brands approached Greenice to improve a custom ERP system that had become unstable and increasingly difficult to extend.
As the business grew and new affiliate and subscription programs were introduced, the ERP system struggled to keep up. The main challenges included:
- Poor system performance
- Missing or outdated modules
- Increasing system failures
- High complexity that made changes risky and slow
- Architecture that no longer matched business processes
Background
When Greenice joined the project in October 2009, the ERP was already deeply embedded in daily operations. Any changes had to be introduced carefully, without interrupting active business processes.
Key technical issues included:
- Weak system architecture
- No consistent coding standards
- Highly coupled, difficult-to-maintain code
The challenge was to modernize the system while keeping the business running.
SOLUTION
We started by stabilizing the existing ERP: fixing critical bugs and developing new modules required for daily operations. Once the system was under control, we proposed a full architectural upgrade to prepare the ERP for long-term growth. So, the main tasks were:
Create new modules
Upgrade the system and migrate to Zend
New ERP Modules & Functional Expansion
CHALLENGE
The business needed new modules to support growing operational complexity, including:
- RMA (returns management)
- Order cancellations
- Payment processing
- Autoship and subscription management
SOLUTION
We analyzed workflows across departments to understand how employees interacted with customers and data. Based on this, we designed and implemented new ERP modules that integrated seamlessly into existing workflows.
Key results:
- New modules were introduced without disrupting live operations
- Interfaces were unified into larger functional areas (customer cards, order management)
- Employees gained a single place to manage all customer-related information
System Upgrade and Migration to Zend
CHALLENGE
The legacy codebase limited performance, stability, and future development. The system needed:
- Code refactoring
- PHP upgrade
- Migration to a modern framework
SOLUTION
We refactored the ERP, removed obsolete code, and migrated the system to the Zend framework. The migration was carefully planned to preserve all data and functionality.
As a result, the ERP became:
- Faster and more stable
- Easier to maintain and extend
- Aligned with modern development standards
BENEFITS FOR THE CLIENT
- A stable, scalable ERP system supporting 7 core business departments
- Centralized operations for customer service, finance, marketing, fulfillment, and retail
- Used daily by 400+ employees
- Processing six-figure order volumes per day, with continued growth
- Reduced system failures and operational risk
- A future-proof architecture that supports new modules and programs
TECHNOLOGIES
AFTERWORD
Abhishek Jain
CIO at Atlantic Coast Brands
Dmitry Polonsky
Application Development Manager at Atlantic Coast Brands
Client Name
Continuing Medical Education (CME)
Company Size:
Inc. 500 company
Founded:
2005
Location:
Jersey City, New Jersey, United States
Industry:
Proprietary Beauty and Skin Care Products and Marketing
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