Small Story Merchants

Lab 385 transformed Small Story Merchants from manual phone-based wine distribution into a sophisticated multi-brand B2B platform supporting 25+ international producers across Australia and Singapore with automated inventory management and SAP integration.

The Opportunity

Disrupting traditional wine distribution
through digital transformation

Small Story Merchants emerged with an ambitious vision to revolutionise the traditional wine industry by championing small, family-owned producers focused on organic and biodynamic practices. The opportunity was clear: connect conscious consumers with exceptional small producers through a platform that could scale from local Western Australian operations to international markets.

The team recognised that achieving their mission required more than incremental improvements. They envisioned a comprehensive digital ecosystem that would showcase their carefully curated portfolio of sustainable wine producers while enabling sophisticated B2B operations. The platform needed to speak authentically about their values and core purpose while providing the operational infrastructure for rapid expansion.

With interest from interstate markets and international opportunities emerging, Small Story was ready to transform from a relationship-driven local distributor into a digitally-enabled force in the sustainable wine movement. The potential existed to create not just a website, but a multi-brand platform capable of supporting their growing portfolio of wine brands and producer partnerships.

Multi-Brand Vision

Creating platform architecture for portfolio expansion.

B2B Excellence

Building wholesale capabilities with enterprise integration.

International Ambition

Infrastructure ready for global market expansion.

Our Approach

Three-Phase Transformation Strategy

Lab 385 recognised Small Story's potential extended far beyond solving immediate operational needs. Our approach involved comprehensive planning that would build infrastructure for international expansion from day one, creating a scalable foundation for their ambitious vision.

Phase 1: Foundation

  • Core website development
  • Brand identity establishment
  • E-commerce functionality
  • Producer showcase system
1

Phase 2: B2B Integration

  • Wholesale portal development
  • Tiered pricing structures
  • SAP system integration
  • Automated inventory management
2

Phase 3: Multi-Brand Ecosystem

  • Wayfinder Wines integration
  • Swell Season Wines launch
  • Small Wonder Wines addition
  • Singapore market expansion
3

Optimisation & Psychology

  • Conversion psychology application
  • Minimum order optimisation
  • Zero-spam implementation
  • Search sophistication enhancement
4

Empowerment & Growth

  • CMS training delivery
  • Independence enablement
  • Rapid onboarding processes
  • Continuous expansion support
5
The Solution

From Manual Orders to International Platform

Lab 385 delivered a sophisticated multi-brand ecosystem that transformed Small Story Merchants from a local distributor into an international wine platform, enabling rapid expansion while maintaining their commitment to sustainable producers.

"Amazing transformation! The platform enables us to onboard new international producers within hours, not weeks."

Wine Distribution Team
Small Story Merchants

Flagship distribution platform

Wayfinder Wines

Curated collection brand

Swell Season Wines

Seasonal selections

Small Wonder Wines

Discovery collection

Producer Showcase

25+ wineries featured

Multi-Brand Management

Four wine brands managed from single unified interface

B2B Portal Excellence

Tiered pricing with seamless SAP integration

Producer Showcase

25+ wineries across 6 countries beautifully presented

Real-Time Operations

Automated inventory and order processing

Search Sophistication

By producer, region, style, or sustainability values

Geographic Flexibility

Supporting expansion to Singapore and beyond

The Results

International Growth Achieved

Geographic expansion exceeded all expectations. From Western Australian operations alone, Small Story Merchants rapidly expanded to Victoria, Queensland, New South Wales, South Australia, and internationally to Singapore. The platform architecture enabled this growth without infrastructure constraints, supporting each new market with the same operational excellence that defined their local success.
Producer portfolio flourished through digital enablement. The platform now showcases over 25 carefully selected wineries across Australia, France, Italy, Germany, Austria, and Hungary. What previously required weeks of manual setup for each producer now happens within hours. The sophisticated search functionality allows customers to discover wines by producer, region, style, or sustainability practices, creating connections that align with Small Story's mission.
Operational transformation revolutionised daily workflows. The B2B portal with SAP integration eliminated manual order processing entirely. Tiered pricing structures operate automatically, inventory updates in real-time, and staff focus on building relationships rather than managing spreadsheets. The platform handles everything from minimum order optimisation to secure payment processing without human intervention.
Multi-brand ecosystem positioned for unlimited growth. With four interconnected brand websites operating from a unified management interface, Small Story created a scalable foundation for future expansion. The platform generates significant organic traffic with thousands of monthly impressions and attracts international interest from markets including the United States and France. The transformation from manual operations to sophisticated digital infrastructure established Small Story Merchants as a leader in sustainable wine distribution.

Industry

Wine Distribution
& Import

Markets

Australia-wide
& Singapore

Services

Multi-Phase Platform
B2B Portal
SAP Integration

Brands

4 Wine Brands
25+ Producers

Website

Visit Live Site

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