Burned Wood B.V. processes and sells architectural charred wood — a material that develops a distinctive dark surface and exceptional weather resistance through controlled burning. The technique has Japanese roots (Shou Sugi Ban) and is now widely used in contemporary European architecture: as cladding, flooring, decking and interior finishes for construction and renovation projects.
The product range spans multiple wood species, profiles and finishes. These variants differ significantly in price and are sold almost entirely by surface area. Customers — contractors, architects and project developers — expect tailored quotes in their own language, with a clear price breakdown per m².
The challenge
Burned Wood was working with separate tools for sales, purchasing, inventory and accounting. The complex product structure — many variants, price per m², international customers — was poorly suited to generic systems. Key pain points were error-prone manual quote entry, translating product attributes for international customers, and the lack of a single view connecting commercial and operational activities.
The approach
We implemented Odoo in 2023 as a central platform, with custom modules tailored to Burned Wood’s product environment.
Product variants and price per m²
The core of the implementation is the configuration of product variants. Wood species, profile, length and finish are each attributes with their own variant prices. A custom module ensures that attribute values are automatically filled into quote lines — no manual copying required.
The quote displays the price per m², both on the interactive online quote and on the PDF version. Attribute values or prices that are zero are automatically hidden, keeping every quote clean and readable for the customer.
Multilingual quotes
Burned Wood works with customers across multiple countries. When a quote is prepared in English, the attribute names in the product description must appear in the correct language too. A custom module ensures that translated fields are automatically carried over from the quote template to the final quote — without manual adjustment per customer.
Web forms as lead intake
Project enquiries through the website are captured via a web form that lands directly in Odoo as a CRM lead. This keeps the entire sales process in one system, with no separate inboxes or manual data entry.
Manufacturing roll-out
The initial implementation focused on commercial and logistical processes. In 2025, Burned Wood started extending into the Manufacturing module — enabling internal production orders to be managed from Odoo as well. This closes the full chain: from raw material purchasing through production to delivery and invoicing.
Results
Burned Wood operates from a single platform across their entire business. Variant configuration and m² pricing give sales staff an accurate, professional quote instantly. Multilingual output is automated. Leads from the website flow directly into CRM. And with the Manufacturing module rolling out, the full value chain is managed from Odoo.
Read more: Odoo for manufacturing · All cases