Clena Scales Smarter with Integrated Ecommerce from Apparatus

Clena Supplies is a UK-based distributor of cleaning products and consumables, serving a customer base of cleaning contractors and facilities management firms. For over a decade, the business has leaned into ecommerce to streamline operations and deliver a better experience for its customers. Through its long-standing partnership with Apparatus, Clena has built an ecommerce capability that is now core to its commercial strategy.

The Challenge: Manual Ordering Slowed Growth

Like many traditional distributors, Clena initially handled customer orders by phone and email. This approach, though common in the sector, brought well-known limitations: long processing times, dependency on staff availability, the risk of data entry errors, and inefficiencies that compounded as order volumes increased.

Manual methods also created an inconsistent customer experience. Order confirmations, stock availability and pricing information had to be requested and relayed manually, which slowed down the procurement process for customers and reduced visibility. Internally, Clena’s team was spending a disproportionate amount of time handling repeat orders, chasing missing details, and correcting mistakes that arose during manual entry.

“In terms of receiving orders, rather than the traditional methods such as email and phone, we can actually receive those orders much more efficiently,” explains Garth Stacey, Sales Director at Clena. “It saves us a lot of time and effort.”

As Clena looked to grow, particularly into larger customer accounts, it became clear that manual systems were a bottleneck - both for scaling operations and for maintaining service quality at higher volumes.

The Solution: B2B Ecommerce with ERP Integration

Clena partnered with Apparatus to develop and launch a B2B ecommerce platform that would fundamentally reshape how orders were captured, processed and fulfilled. The Apparatus platform is tailored for the unique requirements of wholesale and distribution, offering a range of features that streamline both the customer experience and back-office operations.

A critical component of the project was integration with Clena’s internal ERP system. This connection ensures that information flows smoothly between the website and operational systems. As a result, customers see real-time product data and availability, while Clena benefits from automatic order ingestion with no manual rekeying.

“What Apparatus have enabled Clena to do is to integrate the front-end website with the backend operational systems that we have,” Garth says. “This enables a seamless flow of data, which is really important for our customers... and for us internally.”

Customer Benefits: Speed, Self-Service and 24/7 Access

The ecommerce portal introduced new levels of flexibility for Clena’s customers. Instead of waiting for office hours or relying on email trails, customers can now place orders directly through the portal whenever it suits them - day or night.

The platform provides access to the full product catalogue, including live stock levels, account-specific pricing, and detailed product specifications. Customers can view their order history, reorder previous items, and even set up standing orders for repeat deliveries. These features reduce friction, particularly for high-frequency buyers who need speed and control.

“The Clena portal is beneficial to our customers,” says Garth. “It enables them to order whenever they like... It puts a lot of product information and resources at their fingertips.”

This level of self-service not only improves convenience for customers but also reduces their administrative burden. It eliminates the back-and-forth often required to confirm product codes, check availability or reconcile invoices. For procurement teams under pressure to streamline operations, these capabilities are a significant value-add.

Operational Benefits: Efficiency, Accuracy and Scale

The impact internally at Clena has been equally transformative. Orders flow directly from the ecommerce portal into the ERP system without manual touchpoints. This automation dramatically reduces the time spent on order entry and removes the margin for human error, such as mistyped product codes or incorrect quantities.

“Purchase orders that have been placed are entering straight back into the system with no manual user intervention. It speeds up the process and cuts out a potential layer of human input,” says Garth. “It just eliminates [errors], so that’s really powerful.”

With fewer administrative tasks to handle, Clena’s team can focus on more valuable activities. This is especially important as the business grows, since it enables Clena to handle higher order volumes and larger customer accounts without needing to expand its operations team in lockstep.

“Using the Apparatus portal enables Clena to win new larger clients and scale disproportionately to traditional methods,” Garth notes. “We’re able to process a larger volume of orders... without adding the extra heads.”

Strategic Flexibility and Long-Term Partnership

Beyond the technical solution, Clena values the relationship with Apparatus as a long-term partner. With over 13 years of collaboration behind them, the two companies have built a strong working relationship based on responsiveness and shared ambition.

“We have our own dedicated human account manager, which is great, backed up by strong SLAs... all responded to really quickly and efficiently,” says Garth.

This level of support and collaboration allows Clena to adapt the platform as business needs evolve. Whether it’s adding new product lines, improving the user interface, or refining how orders are routed and fulfilled, Apparatus works closely with Clena to ensure the platform remains aligned with its goals.

Garth puts it simply: “I would view them as an enabler. They will work with you to listen to what your company needs are... and help you develop a system that will deliver the results you’re looking for.”

Conclusion: A Model for Modern Distribution

Clena’s experience shows what’s possible when a traditional distributor embraces digital tools purpose-built for B2B. With a modern ecommerce platform that integrates tightly with its internal systems, Clena has improved both customer experience and operational efficiency, while also setting the foundation for long-term, scalable growth.

As the market continues to shift towards digital procurement, Clena is well-positioned to meet the expectations of modern buyers. Thanks to its ecommerce capability, the company can serve more customers, more accurately, and with less effort - a compelling advantage in a competitive sector.