at a glance
While Celigo iPaaS provided the connectivity foundation, it was Annexa’s expertise that turned Telegram Co.’s modern tech stack into a fully connected ecosystem, unifying four Shopify websites, nine retail stores, Shopify POS, and RF-SMART – and all seamlessly powered by NetSuite ERP.
- In-house integrations
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4 Shopify websites integrated
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9 retail stores connected
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iPaaS connected business ecosystem
the client
About Telegram Co.
Part of the Dymocks Group since 2015, Telegram Co. is a premium stationery and lifestyle brand supplier, known for exclusive partnerships with iconic brands like Moleskine, Lamy, and Rifle Paper. Operating as both a wholesaler and retailer, the company supplies major outlets such as David Jones and Officeworks, while also running its own retail brand, Milligram, with nine stores across Australia and a growing global eCommerce presence. With a diverse portfolio and a fast expanding footprint in physical retail, Telegram Co. combines heritage with innovation to deliver luxury products to customers across the world.
Annexa’s proven experience in the retail sector, with clients like Aesop and T2, made them the obvious choice for us. They understand businesses like ours that combine online wholesale, warehousing and retail. But their knowledge isn’t limited to NetSuite - they bring expertise in solutions like iPaaS, and that versatility is their real point of difference.Paul ElsasserBusiness Systems Manager, Telegram Co.
the challenge
Scaling reveals integration roadblocks
Telegram Co. had relied on NetSuite as its ERP for several years, initially connecting it directly to their Magento eCommerce platform. However, as the business grew, they opted to transition to Shopify and Shopify POS, adopting Celigo iPaaS to integrate these systems with NetSuite. While the platform choices were strong, Telegram Co. decided to handle the Celigo implementation in-house, resulting in some unwelcome complexities.
One significant issue was the manual handling of refunds, returns and exchanges. Store staff had to communicate directly with head office, resulting in delays to stock levels and financial updates. Beyond the lag, this manual approach created ripple effects across the business, leading to stock inaccuracies, unreliable reporting and delayed revenue updates, making it challenging to maintain cohesion between physical stores and eCommerce sites.
The in-house implementation also lacked the advanced expertise needed to optimise the system for Telegram Co.’s growing complexity. As retail locations and online channels expanded, increasing transaction volumes overwhelmed existing workflows, revealing significant limitations in their setup.
With inefficiencies mounting and ambitious growth plans on the horizon, Telegram Co. turned to Annexa’s expert team to streamline their solution, optimise their integrations and align their solution to best practices.
the results
Connected solutions to fuel growth
Telegram Co. selected the Annexa team to get their NetSuite instance back up and running like clockwork.
As a result, Telegram Co. now runs on a fully connected tech stack. Shopify, both for eCommerce and POS, serves as the primary retail platform, feeding data directly into NetSuite via Celigo iPaaS. This allows sales data from all nine retail stores and four Shopify websites to feed directly into NetSuite, keeping inventory, financials, and order statuses accurate and up to date – zero manual intervention required. EDI integrations further streamline ordering with major partners like David Jones, ensuring efficient and accurate data exchange. These connections, alongside tools like RF-SMART for warehousing, have given Telegram Co.’ the ability to manage inventory, financials and order processing on a single instance of NetSuite.
“With the Shopify-Celigo integration, all sales data flows into NetSuite. The eCommerce team can make changes to the website – like redesigning navigation or shopping carts – without disrupting order flows or the backend systems. Everything just works”, says Elsasser.
With Annexa’s integration expertise, existing connections were optimised so that manual tasks such as returns, refunds and inventory adjustments were automated. Stock updates now happen in real time, eliminating discrepancies and ensuring that returned items are quickly added back into inventory.
By optimising their NetSuite instance to align with best practices, Telegram Co. has transformed scalability into a strength. Subsidiaries and new stores are now seamlessly integrated, and adding Shopify sites has become a straightforward part of their expansion strategy.
Transitioning to NetSuite’s SuiteAnalytics Workbook is further helping Telegram Co. refine their data quality while delivering advanced insights into financials, sales and inventory. This progress positions them to explore tools like NetSuite Analytics Warehouse (NSAW), which will consolidate NetSuite and third-party data to provide a crystal-clear lens into their operations, turning raw data into insights to fuel smarter decisions and sharper forecasts.
The seamless integrations working behind the scenes at Telegram Co has even motivated parent company, Dymocks Group, to follow suit. As Elsasser explains, “Dymocks Group has seen the success of our Celigo integrations and is now exploring using Celigo to consolidate financial data across all their subsidiaries. That’s a huge testament to how well it’s worked for us”.
Telegram Co.’s journey highlights how the right technology and expertise can drive efficiency, scalability, and long-term growth – setting a benchmark for both their business and the wider Dymocks Group.
One of the biggest changes has been simplifying customisations and aligning our NetSuite instance to best practices. This has made reporting more reliable and scalable, especially as we onboard new subsidiaries within the Dymocks Group.Paul ElsasserBusiness Systems Manager, Telegram Co.