MISSINGLNK B.V. — Reany Bikes Europe is the European distribution arm of the Reany Bikes e-bike brand. From the Netherlands, Reany Bikes distributes e-bikes to dealers and consumers across Europe — with an external fulfilment centre (JCL Logistics in Zetten) handling order execution and DHL for direct shipments.
The combination of B2B dealer sales, a consumer webshop, external logistics and complex product variants (frames, sizes, battery packs) demands a platform that connects all these moving parts. Add to this European legal requirements: products containing batteries must include a disposal fee, transparently listed on each invoice.
The challenge
Reany Bikes was operating with separate systems for sales, logistics and customer service. Growth made clear that a central platform was needed — one that connects the webshop to the order flow, drives external logistics via EDI, and handles dealer and customer queries in a structured way.
Additional complexity: battery variants carry separate pricing (as part of a kit or standalone), and the disposal fee for batteries must be automatically calculated on every invoice.
The approach
We implemented Odoo as the central ERP platform for Reany Bikes’ European operation.
eCommerce and showroom mode
The Odoo webshop serves both consumers and business buyers. A showroom mode is configured for the physical showroom: products are visible and configurable, but the ordering flow is set up for dealers and business customers. Stock availability is shown via a traffic light indicator — green for immediately available, orange for limited stock, red for out of stock.
JCL Logistics EDI integration
The JCL Logistics fulfilment centre processes orders for Reany Bikes. The EDI integration with Odoo automates the transfer of delivery orders to JCL and the return of shipping status and tracking numbers. This eliminates manual handover and provides real-time visibility into the status of every shipment.
DHL integration
Direct shipments are handled via DHL. From the delivery order in Odoo, shipping documents, track-and-trace codes and packing slips are generated automatically.
Battery disposal regulation
European legislation requires sellers of battery-containing products to charge a disposal fee. In Odoo this is automated: products with a battery automatically include the disposal fee in the sale price, with the amount listed separately on the invoice.
B2B and payments
Dealer customers can order on account via the webshop. SEPA payments to suppliers are processed in a structured way through Odoo. Customers can also pay open invoices online via a payment link in the invoice email.
Helpdesk and knowledge base
The Helpdesk module handles customer and dealer queries. Alongside the helpdesk, an Odoo Knowledge Base has been set up for frequently asked questions and product information — available to dealers and end users alike.
Results
Reany Bikes manages its entire European distribution from one Odoo platform. The JCL EDI integration automates logistics handover. DHL documents are generated directly from the delivery order. Battery disposal fees are fully automated. And dealers order and pay directly through the webshop.
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