About The Client

Atlantic Coast Brands (ACB) is a global consumer goods company developing and operating multiple well-known beauty brands, including Christie Brinkley Authentic Skincare, Keranique, Miracle Skin Transformer, and Hydroxatone.

The company operates across multiple sales channels (online, broadcast, direct marketing, and retail) serving millions of customers worldwide. This level of scale requires robust internal systems to manage orders, subscriptions, marketing, fulfillment, and finance.


client's website


CHALLENGE

Scaling a Legacy ERP to Support Business Growth

Atlantic Coast Brands approached Greenice to improve a custom ERP system that had become unstable and increasingly difficult to extend.

As the business grew and new affiliate and subscription programs were introduced, the ERP system struggled to keep up. The main challenges included:

  • Poor system performance
  • Missing or outdated modules
  • Increasing system failures
  • High complexity that made changes risky and slow
  • Architecture that no longer matched business processes

The ERP had been built early in the company’s lifecycle, when speed to market was the priority. As a result, technical debt accumulated, making further development difficult.


Background

When Greenice joined the project in October 2009, the ERP was already deeply embedded in daily operations. Any changes had to be introduced carefully, without interrupting active business processes.

Key technical issues included:

  • Weak system architecture
  • No consistent coding standards
  • Highly coupled, difficult-to-maintain code

The challenge was to modernize the system while keeping the business running.


SOLUTION

We started by stabilizing the existing ERP: fixing critical bugs and developing new modules required for daily operations. Once the system was under control, we proposed a full architectural upgrade to prepare the ERP for long-term growth. So, the main tasks were:


Create new modules


Upgrade the system and migrate to Zend



New ERP Modules & Functional Expansion

CHALLENGE

The business needed new modules to support growing operational complexity, including:

  • RMA (returns management)
  • Order cancellations
  • Payment processing
  • Autoship and subscription management

SOLUTION

We analyzed workflows across departments to understand how employees interacted with customers and data. Based on this, we designed and implemented new ERP modules that integrated seamlessly into existing workflows.

Key results:

  • New modules were introduced without disrupting live operations
  • Interfaces were unified into larger functional areas (customer cards, order management)
  • Employees gained a single place to manage all customer-related information


System Upgrade and Migration to Zend

CHALLENGE

The legacy codebase limited performance, stability, and future development. The system needed:

  • Code refactoring
  • PHP upgrade
  • Migration to a modern framework

SOLUTION

We refactored the ERP, removed obsolete code, and migrated the system to the Zend framework. The migration was carefully planned to preserve all data and functionality.

As a result, the ERP became:

  • Faster and more stable
  • Easier to maintain and extend
  • Aligned with modern development standards

The upgraded architecture allowed the company to continue evolving the system as business needs changed.


BENEFITS FOR THE CLIENT

Custom ERP development resulted in:

A stable, scalable ERP system supporting 7 core business departments
Centralized operations for customer service, finance, marketing, fulfillment, and retail
Used daily by 400+ employees
Processing six-figure order volumes per day, with continued growth
Reduced system failures and operational risk
A future-proof architecture that supports new modules and programs

TECHNOLOGIES

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AFTERWORD


Abhishek Jain

CIO at Atlantic Coast Brands
Our company is absolutely satisfied with the way Greenice completed the project. It had a positive influence/effect on employees’ KPI, because the new system became faster and dependable, and now it totally conforms to the needs of each department. Since the new system has been implemented, we have started to create a new product: a partners' engine called Satellite, which can help us to automate business processes between us and dozens of our partners, so our company's income continues to grow.

Dmitry Polonsky

Application Development Manager at Atlantic Coast Brands
The project was completed perfectly! When we worked on the project, we constantly faced issues, how we could implement some modules, and every time Greenice's developers helped us to weigh up all the solutions and to choose the only right and optimum one that perfectly suited our company's strategy. They are experienced, they have deep knowledge, but most importantly our business priorities are always in first place for them.


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