Case Study is an online retailer of all major brands of hand tools and power tools. They are owned by Lee Industrial, who were established in 1976 and were traditionally a supplier to local manufacturing firms in and around their Lee Valley (Enfield) location.

When we were first approached by Jason Chance of Tooled-Up back in 2003, they had a transactional website but it wasn’t performing as they had hoped and expected in terms of the number of orders the website was generating for them.

Working closely with their newly appointed in house marketing team we rebuilt the website, and at the same time developed a basic offline content management and sales order processing system from the ground up in less than six weeks. The first Fairfax Computing constructed Tooled-Up site was launched in mid March 2003.

The website and system are linked directly to Microsoft Dynamics Great Plains. All data transfer is automated by way of direct SQL queries and triggers, and also by custom developed SQL Server Integration Services (SSIS) packages.

The website started to meet and then far exceed TU expectations, and quickly became the focus of the entire business, far surpassing the traditional business B2B / Trade Counter business.

Extra functionality was built into the SOP system, such as automated credit card charging using CommIdea software to cope with the increase in demand.

Tooled-Up's product range is very extensive with currently around 65,000 live product lines on the website, so custom built Catalogue Management (CMS) Tools were provided to enable the mass update of data.

In 2006 Tooled-Up had to expand their warehouse floor space 4 fold to cope with the extra stock required to service the levels of business that the site was now generating - testament to the success of the site indeed.

Tooled-Up are now on the third generation of website that Fairfax Computing has designed and built for them. The current site is built using Microsoft ASP.Net and SQL Server.

In 2010 we integrated their SOP system with Metapack to automate the allocation of delivery services. At the same time we added barcode driven pick / pack scan / weigh processes as well to ensure accurate and efficient fulfilment within the warehouse.

In 2012 we moved the Tooled-Up website onto a Managed Virtual Hosting (MVH) platform which is load balanced and offers greater redundancy, and performance.

Currently we are working with Tooled-Up to integrate the website with a whole new back office platform, which will consist of Microsoft Dynamics AX, Omnica Multi Channel Reatil (MCR) and a warehouse solution called RF-Smart. This platform will enable real time updates between the back office and the website.

Tooled-Up Home Page
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  • E-Commerce website with back office content management and sales order processing system


  • Over 65,000 products spread across approx 2000 categories
  • Discount Voucher logic with minimum spend, specific product or category validation
  • Integrated with CommIdea Payment Gateway and Trustpilot
  • Back office systems with automated charging and warehouse controls
  • Social media links

Technologies Used

  • Asp.Net
  • MS SQL Server 2008
Tooled-Up Product Page
Tooled-Up Trustpilot