How HOLY Reached 80%+ Order Automation While Migrating to Odoo
About
HOLY is one of Germany’s fastest-growing beverage brands, challenging the traditional soft-drink category with a new generation of functional drinks.
Starting as a digital-first D2C brand, HOLY has rapidly expanded into physical retail and is now taking its next steps internationally. With that growth, the company is building an operating model designed to scale just as fast as the brand itself.
Automation is central to that strategy: rather than scaling repetitive operational work alongside the business, HOLY is investing in the digital infrastructure needed to automate transactions end-to-end and support its next stage of growth.
Challenge
HOLY’s retail business was growing faster than the infrastructure behind it.
While EDI already automated a large share of retailer orders, the remaining order flows were fragmented across HOLY’s legacy order-management system, PDFs, emails and manual workflows. Internal orders still had to be created as PDFs and forwarded via email, while incorrect product and master data created additional exceptions that employees had to resolve manually.
As transaction volumes grew, order automation had reached a ceiling. Further retail and international expansion would increasingly translate into more operational complexity and manual work.
At the same time, HOLY was migrating its order operations onto Odoo as its new ERP backbone. The challenge was therefore bigger than connecting more retailers: HOLY needed to automate every order channel while transforming its core systems — without slowing down the business.
Solution
HOLY chose Procuros as the infrastructure layer around Odoo, bringing EDI and previously manual order flows into one automated operating model.
For EDI-enabled retailers, Procuros connects directly to their existing systems and automatically handles partner-specific formats, mappings and requirements, decoupling HOLY from the integration complexity of each individual retailer.
For orders arriving through PDFs and emails, the Procuros Order Agent turns unstructured documents into structured transactions automatically, bringing previously manual order channels into the same digital flow.
Crucially, HOLY didn’t have to wait for its ERP migration, retailers or order channels to be ready at the same time. Procuros allowed connectivity and automation to continue independently while HOLY progressively moved operations onto Odoo.
The result is one infrastructure for every order flow — EDI or non-EDI, legacy or new — that evolves with HOLY’s systems and trading network.
Procuros has been an integral part of our ERP migration, allowing us to modernize our core systems without slowing down the business. We can connect new retailers, enter new markets and automate more order flows without adding integration complexity or operational overhead, giving us the infrastructure to scale efficiently.
Results
By bringing previously manual PDF and email orders into the same automated flow, HOLY instantly increased its order automation rate to over 80%.
At the same time, HOLY could continue expanding its retail network, including into the UK, without building new integration infrastructure or adding operational complexity with every new market and retailer.
Procuros gives HOLY the flexibility to grow the business while transforming its core systems in parallel: new retailers and order channels can be connected independently of the ERP migration, while operations progressively move onto Odoo.
Next, HOLY is extending automation to those workflows that still require human intervention and exploring the same infrastructure on the supplier side.
The ambition is to turn a growing number of B2B transactions into fully autonomous workflows — allowing HOLY to scale retailers, markets and transaction volumes without scaling the operational work behind them.