The Race Works


Based in Dorking, Surrey, Redirect Marketing sell B2B and B2C Formula 1 and auto merchandise, representing many major brands including official global distributors of Aston Martin F1 Team, Mercedes AMG Petronas F1, McLaren F1, Ferrari F1, Red Bull Racing F1, Alpine and Williams Racing.

The Problem

Redirect Marketing is an established B2B company, trading since 2013, and uses Unleashed to manage their products and inventory of stock. They sell worldwide and fulfil orders from two separate warehouses, one in the UK and one in Holland.

In April Redirect launched a B2C company,, and commissioned a website using WooCommerce. They were aware this could cause considerable stock issues with over and under selling.

  • They needed an integrated inventory and website management system so they could accurately sell from their website
  • Reliable and up to date stock levels across the whole of their operation.
  • Order information in Unleashed so they knew which warehouse to use for fulfilment

They tasked their web agency to find such a system.



The web agency looked at many solutions. TIDEConnects was the only company that offered the speed of digital transfer that would ensure accurate stock levels across both the B2B and B2C businesses.  This included picking up stock changes in Unleashed every five minutes and processing eCommerce orders in real-time.

As a cloud solution focussed on automation, TIDEConnects also does not need any user interaction.  Once set up it just picks up changes in systems and synchronises the connected systems with the accurate data they need. There is no need to worry about running an integration or spending time learning a new system.

TIDEConnects has ensured there are accurate stock levels across both warehouses.  Stock in Unleashed can be shared by the website and for their B2B customers, optimising the level of stock carried.

The Result

Not only has TIDEConnects solved stock level issues, it has also bought a number of time and cost saving features and benefits.

When new purchase orders are received into Unleased, the stock for the products on the PO is then automatically available for sale on the website. Previously this would require entering the details manually, twice. have been able to scale their company quicker and have been able to go from selling 450 unique items (not including variants) to selling over 2,000 in a matter of weeks. This would have been too many for a new company to manage in its early stages due to staffing levels.

“What TIDEConnects has enabled is to save us having an employee manage this full time. The time and cost savings are invaluable. As we grow TIDEConnects will increase our savings as we increase our business turnover and profit.” Said Joshua Jack, Sales and Operations Analyst, The Race Works.

See how TIDEConnects can help retailers free up their time

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