Case Study: Electric Tobacconist scales from 1,300 to 25,000 monthly orders and streamlines operations with Brightpearl

With Brightpearl, Electric Tobacconist delivers fully charged customer journeys to their unique lifestyle products

Electric Tobacconist is a direct-to-consumer online retailer of e-cigarette and vaping products (35 employees) selling through Visualsoft. Because Google’s rules restrict paid marketing, the business depends on organic traffic and needed a flawless customer journey, but their legacy systems lacked real-time inventory, accurate accounting and scalability, causing stock-control and order-management bottlenecks as they grew.

They implemented Brightpearl integrated with Visualsoft and Inventory Planner to centralize order management, provide SKU-level procurement planning and maintain real-time stock updates. The platform let the company scale efficiently—order volumes rose from about 1,300 to ~25,000 per month and the business grew 5x without matching headcount increases—while improving fulfillment speed, inventory control and financial reporting so the team can focus on the customer experience.

Electric Tobacconist

Bruce Gibson

Chief Executive Officer