- Use case · Laboyrie
Laboyrie is a founder-led premium Mediterranean tableware brand. One person sits at the centre of every commercial conversation - a hospitality buyer asking about lead times, a designer asking for spec sheets, a hotel project asking for a quote in 24 hours. This is the story of the moment the business stopped running on five disconnected tools and started running on one.
- ~150
- Master SKUs
- 3
- Segments
- 24h
- Quote promise
- 1
- Data layer
- 5
- Agents live
- 4 wks
- Delivery window
The founder problem.
The brand was running on a constellation of disconnected tools. Excel for invoicing and stock. PIM-shaped spreadsheets for product attributes, sizes, glazes, materials. A CRM that lived in the founder's head. Order intake scattered across email, WhatsApp and PDF quotes. Content - photography, lifestyle imagery, product copy, collection stories - in folders, Drives and a designer's laptop. A website that didn't reflect the catalog and couldn't feed leads anywhere structured.
Nothing talked to anything else. Every new product launch, every quote, every website update required the founder to manually carry data from one island to the next.
The real cost was never tooling. It was the founder becoming the integration layer - adding a single product meant updating five places, and the 24h quote promise only worked because the founder personally absorbed the friction.
The shift - one unified data platform.
The first decision was structural: stop trying to integrate five systems, and collapse the operating model into one place. We built Laboyrie's commercial backbone as a unified data platform - one schema for products, content, contacts, interactions, clients and pipeline.
This is not a CRM bolted onto a PIM bolted onto a CMS. A change in one place propagates everywhere it's needed. The website, the catalog and the quote flow all become views of the same layer.
- Excel for stock & invoicing
- Spreadsheet PIM
- CRM in the founder's head
- Orders across email, WhatsApp, PDFs
- Content in folders and Drives
- Brochure website out of sync
- Products & variants
- Content & brand narrative
- Contacts, leads, interactions
- Clients & projects
- Sales pipeline with 24h SLA
- Website rendered from the layer
The data layer.
Products - a structured catalog of ~150 masters with variants for size, colour, glaze, material, finish and set, linked to collections, use-case tags, lead times, and dropship vs. own-production flags. Content - brand narrative, story blocks, lifestyle imagery, and care copy attached directly to products and collections. Contacts and leads - every inbound captured with audience tag, project context and source. Interactions, clients and a sales pipeline that tracks the 24h quote SLA as a property.
The agents that run on top.
A unified data platform is only valuable if work actually happens on it. The next layer is agents executing the workflows the founder used to do by hand.
Captures structured attributes against the product schema, generates variants against the standard matrix, links to collections and use-case tags, and drafts a brand-narrative block plus care copy in Laboyrie's tone of voice.
Drafts the product descriptor, key-specs strip, story block and cross-sell suggestions for every product and collection - generated from the unified record, consistent across PDP, PLP, homepage and pitch pages.
The frontend reads directly from the data layer. PDPs, PLPs per category and collection, homepage entry points and password-protected pitch pages all generate and stay in sync without touching code.
Request-a-Quote and Request-a-Meeting flows feed directly into the CRM. Audience tag inferred from form context, project context captured as structured fields, new Interaction linked to the right Contact, Client and Pipeline stage, 24h SLA timer started.
Pre-assembles a quote-ready brief - products of interest pulled from the form, lead times and hospitality-grade flags pulled from the product layer, brand-consistent copy generated from the design system. Founder reviews, edits, sends inside the 24h window.
What changed in practice.
Speed - adding a product collapses from hours across five systems to minutes in one place. Consistency - PDP, PLP, homepage, pitch pages and quotes all read from the same record, so tone of voice and specs stop drifting between channels. Leverage - the founder stops being the integration layer, and every new product, lead or project compounds value on the same data layer instead of creating new manual work.
Products, content, contacts, interactions, clients and pipeline live in one schema. The website is a view of it. Agents do the work on top.
Why this matters beyond Laboyrie.
Laboyrie is a small, sharp version of a problem we see at every scale of B2B commerce. ERP owns pricing and inventory. PIM - or a spreadsheet pretending to be one - owns product content. Orders live in email and PDFs. Content lives in folders. The website is built on top of all of it, and out of sync with all of it.
The instinct is to integrate - buy a PIM, buy a CMS, buy a CRM, glue them together with middleware, and hire someone to keep the glue from cracking. The Laboyrie pattern is the opposite move: collapse the systems into one data layer, make the website and the quote flow views of that layer, then put agents on top to do the work.
What Dissel contributed.
We designed the unified schema - products, variants, content, contacts, interactions, clients and pipeline as one model - and migrated the brand off five disconnected tools onto it. We built the frontend that renders directly from the data layer, with PDPs, PLPs, collection pages and password-protected pitch pages that stay in sync automatically.
We shipped the five agents that run on top: add-a-product, content-creation, website-page, lead-routing and quote-assist. And we wired the commercial flows - Request a Quote and Request a Meeting - into the pipeline so the 24h SLA stops depending on the founder being the integration layer.