One system for a six-country business.
A reward-toy wholesaler selling to schools, clinics and institutions across Europe had outgrown spreadsheets and a patchwork of tools. Our work for them spans a custom Shopify store across seven markets, a product photography pipeline that replaced a week of manual work every season, and an ERP and CRM for orders, stock and invoicing, all designed around how the business actually runs.
- Website
- smakryp.com
- Client
- Småkryp AB, Sweden
- Practice
- Studio Surface and Surface Labs
- Scope
- Brand, film, storefront, ERP and CRM, automation, compliance
- Scale
- 6 countries, 7 languages, 5 currencies
The spreadsheet replacement that does not become the next spreadsheet.
Studio Surface, on the briefOrders from everywhere, invoices in every language, one place to run it all.
Småkryp supplies reward toys and gifts to schools, clinics and public institutions in six European markets. Orders arrived through the web shop, by email and phone, and through public procurement portals. Prices lived in spreadsheets, invoicing was manual, and every country had its own tax rules and language.
The brief started with the webshop. Småkryp needed a storefront that could sell in seven markets at once, with multiple currencies and languages, a business and consumer switch, and custom APIs behind it, so we built that first, along with the product photography pipeline that feeds it. Phase two is the system behind the shop: a CRM and ERP, then invoicing, e-invoicing and public procurement. The constant is one rule: everything in one system, built around how the business actually runs, owned by the client.
What it did for the business.
A brand with characters, and the machinery underneath.
A hand-drawn wordmark with a ladybird, a cast of characters who turn up on boxes and in film, a storefront across seven markets, and behind it all a system that takes orders from every channel, prices them per customer and country, invoices them and books them into the accounts.
Product film, characters animated in After EffectsWhat the system does.
ERP and CRM
Companies, products, customer-specific pricing, orders and order lines, shipping and VAT rules per country, audit trail and roles. Built on Zoho Creator with custom logic.
Invoicing pipeline
Automated PDF invoices in seven languages, routed to Peppol e-invoice first and email as fallback, with credit notes and paid status synced back from Fortnox.
Public procurement
A Peppol punch-out shop for portals such as Proceedo, so public buyers order in their own systems and the order lands straight in Småkryp's.
Custom Shopify store
A storefront built to hold seven markets at once: multiple currencies, multiple languages, a business and consumer switch, fully translated notifications, cart fields for org number and references, and custom APIs tying it to the ERP.
Photo pipeline
A Python pipeline that cuts out, standardises and publishes product photography in bulk, replacing a week of manual work every season.
Film and animation
Product and brand films shot in the warehouse, with the Småkryp characters animated into the footage in After Effects.
Compliance
An EU toy-safety brochure in Swedish and English with custom diagrams, plus inventory and document production for the warehouse.
The tools behind it.
Shopify
Custom multi-market store
Figma
Front-end design
Zoho Creator
ERP and CRM, custom logic
Python
Photo pipeline, services
Peppol
E-invoicing and punch-out
Qvalia
Peppol provider
Fortnox
Accounting sync
DeepL
Seven languages
Claude API
AI in the workflow
OCR
Custom trained OCR
After Effects
Character animation
Custom APIs
Store, ERP and accounts connected
Who made it.
Studio Surface works as one team across design and engineering, with specialist contractors brought in when a project needs them.
Amin Gabbani
Architecture, system build, storefront
Nicholas
Image pipeline and automation
Ziad
Integrations and services
Ala Suboh
Delivery and operations
