Amring
From tangled legacy to tailored control
When Amring, the Nordic region’s largest tyre wholesaler, found themselves wrestling with a sluggish, homegrown system, they knew something had to change. They needed a partner who could not only clean things up but rebuild it into something better—without missing a beat in day-to-day business. Enter SQLI. Together, we’ve transformed a critical, creaky system into a reliable, future-ready platform—fully custom-built and built to last and adapt over time. Today, it supports close to a billion SEK in annual order value and plays a central role in Amring’s operations.
About the client
Amring is the Nordic region’s largest tyre and rim wholesaler. The company supplies authorised tyre dealers, car retailers, and the spare parts trade with a vast range of over one million tyres. Known for fast deliveries via their own logistics network and a strong partnership with Dutch owner Global Automotive Group, Amring combines size with speed and flexibility in a demanding B2B environment.
Background
Amring’s original business system had been developed in-house and was showing its age. Performance issues, maintenance headaches, and a growing need for new features made it clear the platform was no longer fit for purpose. But replacing it outright wasn’t an option—too much of the business still relied on it.
What was needed was a partner who could stabilise the existing solution while gradually building a new one in parallel. That’s where SQLI came in.
Solution
Rather than ”rip and replace”, SQLI rebuilt the platform step by step. A new internal interface was developed to give Amring hands-on control of orders, pricing, shipping options, and customer-specific price lists. Meanwhile, critical features from the old system were migrated over with care—ensuring uninterrupted service for customers along the way.
The new setup also integrates seamlessly with systems used by Global Automotive Group, allowing Amring to manage multiple warehouses and partners from one place. With a modern development environment, telemetry for smarter troubleshooting, and robust testing setups, the system is now far more reliable, easier to maintain—and ready to evolve.
Insights
The legacy platform lacked modern development and testing environments, and performance was becoming a real concern. Maintaining two systems at once was driving up costs, and the outdated setup made even small improvements difficult to deliver. Customer service teams were also limited by clunky tools and workarounds.
From day one, SQLI stepped in as an extension of Amring’s team—taking full technical ownership and laying the groundwork for a long-term transformation.
Since partnering with SQLI, we’ve been able to focus on growing the business instead of fixing technical problems. The new platform is stable, scalable, and tailored to how we work - which has made a real impact both internally and for our customers.
Results
Today, most of Amring’s business-critical functionality has been successfully transitioned to the new platform. Internal workflows are smoother, reliability is up, and new features can be developed with confidence. Performance has improved noticeably—and with SQLI as a trusted partner since 2021, Amring has seen steady year-on-year growth in turnover. Many of the improvements are the result of a close partnership between SQLI and Amring, with collaboration being the key word. We’re honoured by the trust Amring has placed in us—and the end result is all the better for it.
The custom-built platform now supports close to a billion SEK in annual order value and is well positioned to scale with the business in the years ahead.
Working with Amring has been a privilege from day one. What started small in 2021 quickly turned into a close and valued partnership—thanks to the trust they’ve placed in us and their deep understanding of the digital challenges we tackle together.