How KitchenSupply Streamlined Multi-Retailer Dropship Operations with Crstl's EDI Platform

Twenty-five years ago, a Dutch entrepreneur spotted a fundamental difference between European and American culinary practices. 

While European kitchens rely on precise weight measurements, American recipes use volume-based measurements which often lead to inconsistent results. 

This gave him an opportunity to revolutionize American cooking through precision and he established Escali—a focused line of kitchen scales.

“Our owner started the company after seeing a niche in the US market. In Europe, everything is done with weights when you bake and cook. In the U.S., we just use cups and teaspoons, which isn’t as accurate, especially when baking,” explains Josh Lazenby, Senior Operations Manager at KitchenSupply.

From these focused beginnings, the company steadily expanded its product range, first into thermometers and other precision measurement tools. 

A series of strategic acquisitions followed, bringing beloved brands like Joyce Chen’s Asian cookware, Old Stone Pizza Kitchen’s artisanal pizza-making tools, and London Sip’s premium coffee accessories under their umbrella.

“Everything revolved around measurement and kitchen precision. As we grew, we needed an umbrella brand to unite our expanding portfolio,” Lazenby notes. “That’s when KitchenSupply emerged as our unifying identity.”

Challenge: EDI Complexity

KitchenSupply’s growth trajectory led them into partnerships with major retailers like Crate & Barrel, Wegmans, and Costco. 

While these relationships drove significant business expansion, they also introduced new operational complexities, particularly in electronic data interchange (EDI) requirements.

“As we started working with larger retailers, EDI requirements kept mounting. What started as a simple necessity became increasingly complex with each new trading partner,” Lazenby explains. “Soon we found ourselves juggling three to four different EDI providers simultaneously.”

The challenges multiplied as the company’s retail network expanded. 

Each new partnership often meant adopting another EDI system, creating a fragmented digital landscape that undermined the very efficiency EDI was meant to provide. 

The team faced several critical issues:

• System fragmentation where multiple EDI providers had different interfaces and requirements.
• Knowledge silos which led to team members becoming specialists in specific portals.
• Manual data management required them to constantly transfer data between incompatible systems
• Training overhead as new staff required extensive training on multiple platforms
• Process inefficiency because simple tasks now had complex multi-system workflows which needed simplification.

“You end up having to jump through hoops to get data into their systems,” Lazenby recalls. “We’re constantly dumping data from one system to import it into another, then exporting it back again. Everything takes more steps than it should.”

The situation became particularly problematic when key team members departed, taking their system expertise with them.

“When someone who mastered a particular portal left, everyone would scramble to figure out their process,” Lazenby shares. “Multiply that across four or five different providers, and it becomes incredibly challenging to maintain operational continuity.”

Solution: Discovering Clarity with Crstl

KitchenSupply’s path to EDI transformation began unexpectedly through an email blast that caught their owner’s attention. 

During a period focused on cost reduction and operational streamlining, the timing couldn’t have been better.

“We were actively looking to cut costs and simplify our EDI processes,” Lazenby says. “That email from Crstl landed at exactly the right moment.”

What immediately set Crstl apart was their approach to customer partnership. Unlike traditional EDI providers who offered rigid, one-size-fits-all solutions, Crstl demonstrated a genuine interest in understanding and addressing KitchenSupply’s specific challenges.

“What stood out about Crstl was their willingness to collaborate and understand our specific challenges,” Lazenby emphasizes. “Most big EDI providers take a ‘our way or the highway’ approach, but Crstl focused on finding solutions that worked for us.”

Key features that attracted KitchenSupply to Crstl included:

• All-in-one platform experience: Crstl’s unified interface eliminated the need to juggle multiple systems, allowing KitchenSupply to manage all EDI operations from a single dashboard. From processing orders to generating shipping labels, every task could be completed within one seamless environment.
• Responsive customer support: Unlike traditional EDI providers, Crstl offered immediate, hands-on support. When issues arose, the Crstl team responded within hours rather than days, ensuring minimal disruption to KitchenSupply’s operations. This level of engagement proved particularly valuable during the transition period.
• Custom solutions development: Rather than forcing KitchenSupply to adapt to rigid systems, Crstl helped build custom solutions for specific challenges. This flexibility allowed KitchenSupply to maintain their preferred workflows while improving efficiency.

“Having everything in one place - processing orders, acknowledgments, ship notifications, invoices - without bouncing between systems has transformed our operations,” Lazenby notes. “The time savings and efficiency gains have been remarkable.”

Impact: Transformed Operations

The switch to Crstl delivered immediate and sustained benefits for KitchenSupply. 

The transition process itself demonstrated Crstl’s commitment to customer success, with consistent support and timely implementation.

“Every deadline was met, and our team felt supported throughout the entire process,” Lazenby shares. “If we had questions or problems, they were resolved immediately or overnight. The response time was exceptional.”

The impact extended beyond mere efficiency gains:

• Streamlined Operations and Time Savings: The consolidation of multiple EDI systems into a single platform dramatically reduced processing time for KitchenSupply’s team. Tasks that once required jumping between different portals could now be completed in one seamless workflow, allowing the team to focus on strategic initiatives rather than administrative tasks.
• Enhanced Team Capability: Moving to a unified system eliminated the dependency on “portal experts” within the team. New staff members could be trained on a single, intuitive platform rather than learning multiple complex systems, significantly reducing onboarding time and improving operational resilience.
• Future-Ready Infrastructure: With Crstl’s adaptable platform, KitchenSupply gained the ability to easily onboard new trading partners and scale their operations. The flexible system could be customized to meet new requirements without adding complexity to their workflow, positioning them for continued growth.

“The ability and willingness of Crstl to help is night and day compared to other providers,” Lazenby emphasizes. “They’re not just a vendor; they’re genuinely invested in our success.”

Future Outlook

KitchenSupply has experienced significant operational improvements since implementing Crstl:

• Reduced processing time for EDI transactions
• Decreased training requirements for new staff
• Improved accuracy in order processing
• Enhanced ability to onboard new trading partners
• Streamlined workflow efficiency

Looking ahead, KitchenSupply continues to expand their partnership with Crstl, exploring new integrations and capabilities. 

Their experience demonstrates how the right technology partner can transform operations and support sustainable growth.

“Having a partner that actually wants to work with you, instead of just saying ‘here’s our product, take it or leave it,’ makes all the difference,” Lazenby concludes. “It’s refreshing to find a technology partner that truly understands and supports our business goals.”

KitchenSupply’s journey from EDI complexity to operational clarity shows the power of finding the right technology partner. 

If you’d like to replicate the success for your business, book a demo with Crstl and see how we can help you simplify and streamline your EDI operations.

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