Location/Region: West Salem, WI
Industry: Branded merchandise
Apps implemented: Sales, CRM, Inventory, and Accounting
Software
Replaced: Fragmented systems
Company size: 25
Hosting type: Odoo Online
When branded merchandise leader Identity Works set out to scale their business, they knew their back-end systems couldn’t keep up. With Odoo, the company didn’t just catch up, they leapt ahead. Integrating apps like Sales, CRM, Inventory, and Accounting transformed operations, doubled order capacity, and cut inefficiencies across departments.
Founded by Tom Hanchette after a decade in pharmaceutical sales and marketing, Identity Works began with a clear vision: deliver exceptional branded merchandise powered by innovative technology. What started with a focus on healthcare and pharma clients quickly expanded into every imaginable sector (financial services, industrial, and more). Today, Identity Works operates at the intersection of branded merch and custom technology, offering clients everything from swag stores to complex rewards programs and online platforms.
Backed by a strong in-house team, the company pairs advanced services like product design, importing, and distribution with exceptional customer care. One major differentiator? Their tech-forward approach. Identity Works spun off their online store business into a separate company, Brand Driven Tech, serving other distributors with their proprietary tools. With a team of 25 and high client retention, Identity Works is more than a merch provider, they're a strategic partner.
"We’ve always had a technology focus… and we combine that with good old-fashioned customer service. Our team is exceptional, and that makes all the difference."
Before Odoo: The Search for the “Holy Grail” of ERP
Identity Works had built a best-in-class front end for clients, but their back-end software was, as Hanchette describes it, a “dinosaur.” Fragmented systems slowed down customer service, added complexity for staff, and limited scalability. The company relied on an outdated ERP that couldn’t keep up with modern workflows. “It just wasn’t efficient,” says Hanchette. “To grow, we needed a backend as worthy as the front end.”
Before discovering Odoo, the team considered several options, including NetSuite, which they nearly implemented before the COVID-19 pandemic hit. They also looked into SAP and Acumatica, but faced issues with high costs, limited flexibility, and poor long-term visibility into pricing.
"We had the contract from NetSuite ready. But we felt stuck. Every change would’ve needed their help. Odoo allowed us to morph the system to our needs, and that was huge.”
A New Era Begins: Why Odoo Was the Missing Piece?
Identity Works first heard of Odoo thanks to a tech-savvy team member who suggested exploring it as an alternative to more rigid ERP systems. After multiple demos and discussions, the company saw the platform’s potential: modular, customizable, API-first, and cost-effective. Since implementing Odoo, the impact has been profound:
"We’ve gained two major customers in the last 12 months solely due to our technology, whether that’s our front end or Odoo on the back end. It’s definitely driving customer acquisition.”
Real-time fulfillment: Orders from Identity Works' advanced online stores are now processed and sent to the warehouse within two minutes. “That’s only possible because of Odoo,” says Systems Integration Director Ryan Born. “Customers get their products faster. The system just works.”
Unified communication with Chatter: Before Odoo, the staff juggled multiple systems to get basic client or order information. Now, thanks to Chatter, all notes, communications, and project histories are instantly accessible. Even custom enhancements allow sales orders to display related info from the original online store.
End-to-end warehouse efficiency: With Odoo’s Inventory module and integrated partner apps from Ventor, the warehouse went from manual picking to instant barcode scanning. No third-party warehouse management system needed, unlike with NetSuite or Acumatica.
Smarter accounting and financial control: Previously, financial reconciliation was “horrible.” Now, everything from bank reconciliations to credit card accounting happens inside Odoo, streamlining the workload. “Our accounting team might be the happiest of all,” says Hanchette.
Scalable operations with minimal staffing changes: Since switching to Odoo, Identity Works has grown sales from $6M to $10M, a 50% increase, without hiring more staff. In one case, they handled 5,000 orders in just 48 hours, something “impossible” under their old system.
"We used to think we could maybe get to $10M in sales with our old system. Now we’re at $10M, and $20M wouldn’t even be a blip. Odoo made that possible."
What’s next for Identity Works?
As they continue to scale, Identity Works remains committed to curiosity and innovation. While they don't plan on expanding their physical footprint, they are investing in new services and technologies, including AI integration on the front end, to further enhance efficiency and customer value. With clients across the U.S. and global shipping capabilities, they’re focused on smarter, not just bigger, growth.
On the Odoo side, the journey is far from over. The team is now exploring new modules like Sign and Employees to bring HR functions into the same ecosystem. “We’ve adopted an ‘Odoo-first’ mentality,” says Born. “Anytime we need a new process or feature, the first question is: can we do it in Odoo?”
If your business is limited by outdated, fragmented systems, whether you’re in merchandising, retail, or distribution, Identity Works’ journey is proof that there’s a better way. With Odoo, they didn’t just upgrade their software; they unlocked new levels of scalability, speed, and service. Ready to do the same? Explore Odoo and imagine what your business could achieve.
