Anna + Nina: webshop, accounting and stock in one data warehouse
How Datalab helps fashion retailer Anna + Nina bring webshop, accounting, stock and customer data together for better retail performance management.
25 June 2026
3 min read
Anna + Nina is known for handmade jewellery, clothing and distinctive interior items. The brand sells through its own stores, the webshop and major international retailers such as de Bijenkorf, Liberty, Selfridges and Anthropologie. With that growth comes a growing need for current insight into sales, stock, customer behaviour and operational performance.
For a retailer with physical stores and a large online channel, data is vital. Not only to look back, but especially to respond faster to changing customer behaviour, stock positions and channel performance.
"Data is vital for every retailer."
Fenna Krist, Supply Chain & Operations Manager, Anna + Nina
The challenge: many sources, little coherence
Anna + Nina worked with several systems that each held part of the picture. Think of Exact Online for accounting, Shopify for the webshop, Google Analytics for website visits and additional systems for stock and operations.
Those sources did not automatically exchange data for analytical purposes. As a result, the overview became fragmented. Multiple physical stores and a strong online presence make it especially important to view sales, stock, returns and customer behaviour in context. Without that context, you lose grip on the performance of the organisation as a whole.
The solution: automatically updated information sources
To manage sharply, a retail organisation needs fast access to reliable information sources. Those sources must be updated automatically and be capable of being connected to each other. The large volume of transactions makes this especially challenging in retail.
Datalab helped Anna + Nina with a data warehouse in which data from the webshop, accounting, stock and analytics sources comes together. This creates one foundation for analyses and dashboards, without employees having to combine exports manually each time.
The approach: enabling the back office to analyse independently
Anna + Nina wanted back-office employees to be able to create analyses and configure dashboards themselves. Ease of use was therefore high on the list. The solution had to be not only technically sound, but also usable for the people working with stock, sales and operations every day.
With this approach, Anna + Nina can respond faster to changing patterns in customer behaviour: offline customers, online customers and customers who shop through both channels. For omnichannel retail, that combination is essential.
The result: Power BI and Query Tool for daily use
Power BI combined with an in-house Query Tool enables employees to work with data analysis. The Query Tool also makes it possible to share analyses internally and export data to existing analysis tools such as Excel.
Technology only helps when users know how to use it well. That is why Datalab also provided the training programme. The data warehouse therefore became not a standalone technical project, but a practical foundation for better retail management.
What other retailers can learn from this
The Anna + Nina case shows that retail data only becomes truly valuable when webshop, accounting, stock and customer behaviour come together. It then becomes clearer which products are moving, which channels contribute and where stock or returns need attention.
For growing retailers, D2C brands and wholesalers, this is exactly the foundation on which further analyses, dashboards, forecasts and AI applications can be built.
