Merida

Merida Nordic powers its B2B sales with TRIMIT

90% of orders run through digital channels, supported by a stable intercompany setup, an efficient webshop, and a reliable sales agent solution.

From Local Retailer to Nordic Distributor

Merida Nordic traces its roots back to 1976, when the company was founded under the name Stians Sport. What began with bike shops, workshops, and retail operations quickly evolved into importing bicycles from across Europe.

Today, Merida is the second largest bike manufacturer in the world. Merida Nordic operates as the Nordic distributor of Merida bicycles – except in Denmark, where Merida Benelux is responsible. In addition to bikes, Merida Nordic supplies an extensive range of parts and accessories, from helmets and lights to tires, locks, and tools. Their customer base is strictly B2B: independent bike retailers across the Nordic region.

With 20 employees spread across Oslo, Gothenburg, Helsinki, and a warehouse in Skarnes, Norway, the company has become a trusted partner for retailers. Merida also sponsors the professional cycling team Bahrain Victorious, competing in the Tour de France and other international events.
“Previously, we spent a lot of time fixing errors. Now, in 95% of cases, I can resolve issues myself. And many of the manual processes we used to handle are simply gone,”

ARILD HARSTAD

WAREHOUSE MANAGER AT MERIDA

The Need for Stable and Digital Solutions

Merida Nordic’s journey with TRIMIT goes back more than a decade. After working with Microsoft Navision and several different providers, the company partnered with TRIMIT more than 10 years ago.

The ambition was clear: to move as many orders as possible to digital channels. Today, around 90% of all orders are placed through either the B2B webshop or the Sales Agent solution – a conscious strategy to make ordering easier for both retailers and sales reps.

At the same time, the company needed a reliable PIM solution for product data imports and a stable ERP foundation for handling large volumes of items and transactions across borders.

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“Both the Sales Agent and the webshop have become much faster. Previously, it took a long time to place or adjust orders, but now it’s easy. Our sales reps in Norway and Sweden use the Sales Agent extensively to create quotes, orders, and proposals, and customers have also become very comfortable with the webshop.”

GISELA SUNDELIN RØRVIK

SALES COORDINATOR & KAM AT MERIDA

Merida designs, manufactures, and sells bicycles and e-bikes in over 70 countries.
They combine in-house R&D, craftsmanship, and innovation with material and frame technologies in aluminum and carbon to deliver performance, durability, and ride comfort.

TRIMIT Intercompany: A Tailor-made Solution for Nordic Operations

One of the most defining aspects of Merida Nordic’s setup is their intercompany solution, originally developed by TRIMIT specifically for them. Unlike standard Business Central, where such functionality doesn’t exist, TRIMIT’s solution enables Merida to operate with one central warehouse in Norway while seamlessly serving four countries: Norway, Sweden, Finland, and Iceland.

Here’s how it works: when Swedish sales reps place an order, the process automatically triggers both a sales transaction in Sweden and a purchase from Norway, since the Norwegian entity owns the warehouse. In other words, the system handles both sides of the transaction in one automated flow.

The benefits are clear:

Efficiency: Employees don’t waste time creating both sales and purchase orders. The system manages everything automatically as goods are sold and shipped.

Consistency: Product data is maintained once in TRIMIT, which also acts as a PIM solution, and then distributed to subsidiaries and customers alike.

Daily time savings: As Warehouse Manager Arild Harstad explains, ”what used to require manual work – like creating customs invoices with tariff codes, origins, and prices when shipping to Iceland – is now fully automated, saving significant time every day”.

Compared to older systems, the intercompany setup has transformed how Merida Nordic works across borders. It’s more stable, less error-prone, and far more efficient.

“Previously, we spent a lot of time fixing errors. Now, in 95% of cases, I can resolve issues myself. And many of the manual processes we used to handle are simply gone,” says Arild.

...we need strong partners to ensure value for money. With TRIMIT, we believe we have that. Our ambition is to remain the leading bicycle distributor in the Nordics, and for that, a solid platform is essential.”

STIAN STEEN-OLSEN

EXECUTIVE CHAIRMAN AT MERIDA

Driving digital sales with B2B and Sales Agent

Over the years, Merida Nordic has made a deliberate choice to move as much of their sales process as possible onto digital platforms. Today, around 90% of all orders run through TRIMIT’s B2B portal or the Sales Agent solution.

The strategy is clear: while sales reps continue to handle large pre-orders via the Sales Agent, the vast majority of day-to-day orders from retailers now flow through the B2B portal. This shift not only streamlines order processing but also gives customers greater flexibility and transparency in their purchasing.

Merida’s Sales Coordinator & Key Account Manager, Gisla Sundelin Rørvik explains:

“Both the Sales Agent and the webshop have become much faster. Previously, it took a long time to place or adjust orders, but now it’s easy. Our sales reps in Norway and Sweden use the Sales Agent extensively to create quotes, orders, and proposals, and customers have also become very comfortable with the webshop.”

Training has been a key part of that transition. Merida Nordic consistently educates their customers and employees to ensure adoption. For the company, this is not just about efficiency – it’s about aligning operations with modern customer expectations and making it as easy as possible to do business across all Nordic markets.

A Collaboration Growing Stronger

For Merida Nordic, the relationship with TRIMIT has only grown stronger over time:

“Our collaboration with TRIMIT has continued to evolve positively since the beginning of the partnership. We’re very satisfied today, and we are excited to see what the future holds" Executive Chairman at Merida, Stian Steen-Olsen says.

Looking ahead, the company wants to explore new opportunities around B2B, analytics, and AI. Stian elaborates on the plan for the future:

“We see Business Central as the platform to build on, and TRIMIT is an important supplier for us. We’ve always invested heavily in IT – sometimes maybe too much – but we need strong partners to ensure value for money. With TRIMIT, we believe we have that. Our ambition is to remain the leading bicycle distributor in the Nordics, and for that, a solid platform is essential.”

Merida Nordic’s long-term investment in TRIMIT and Microsoft Dynamics 365 Business Central has created a stable foundation for growth. With the intercompany setup, smooth digital sales channels, and reliable IT operations, the company is well-positioned to continue leading the Nordic market for bikes and accessories.

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