Primeline Group
Unit 3 Ashbourne Business Parkx,
Ashbourne, A84 YY02,
Ireland
Ashbourne, A84 YY02,
Ireland
353 01 835-3000
Distribution
Primeline Group Technographics
Primeline Group Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Primeline Group and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 1000 Primeline Group employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Primeline Group has purchased the following applications: SAP S/4 HANA for ERP Financial in 2022, Strandum HR for Core HR in 2019, Microsoft Power BI for Analytics and BI in 2016 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Primeline Group is running and its propensity to invest more and deepen its relationship with SAP , Microsoft , Strandum or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Primeline Group revenues, which have grown to $129.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Primeline Group intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Primeline Group Tech Stack and Enterprise Applications
Primeline Group ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | SAP ERP ECC 6.0 | SAP S/4 HANA | ERP Financial | ERP | n/a | 2022 | 2023 |
In 2022, Primeline Group implemented SAP S/4 HANA as an ERP Financial platform to modernize its core finance and master data capabilities. The deployment represented a migration from SAP ERP ECC 6.0 and formed part of a coordinated technology program that also includes Microsoft Dynamics 365 and an Azure Data Warehouse, linking transactional finance systems with analytics infrastructure. The hiring of a Pricing and Masterdata Administrator based on site in Ashbourne, Co. Meath underscores a finance centric operational focus during the rollout.
The SAP S/4 HANA implementation concentrated on financial management and master data domains typical of an ERP Financial deployment, including financial accounting processes, accounts payable and receivable workflows, customer and supplier master data structures, product master data administration, and pricing configuration and maintenance. Configuration work emphasized customer price lists, supplier and customer set ups, administration of product and customer price changes, promotion setup aligned to customer cycles, and mechanisms for identifying and correcting pricing anomalies. The role responsibilities described, such as cost card comparison and price anomaly investigation, signal detailed pricing and commercial data governance built into the SAP S/4 HANA configuration.
Operationally SAP S/4 HANA was deployed to coexist with Microsoft Dynamics 365, with Dynamics 365 noted as the primary system of record for master data and pricing within the Finance team, and Azure Data Warehouse indicated for consolidated reporting and analytics. This architecture positions SAP S/4 HANA within a hybrid application landscape where master data and pricing must be synchronized across SAP S/4 HANA, Microsoft Dynamics 365, and the Azure Data Warehouse. Cross functional integration touches finance, commercial, supplier management, and operations teams, reflecting the companys distribution footprint and day to day interactions with warehouse, transport, and field sales functions.
Governance for the SAP S/4 HANA ERP Financial implementation emphasized master data stewardship and pricing governance, including role based administration, confidentiality controls, stakeholder communication channels, and reconciliation workflows between transactional and reporting systems. Process changes included formalized procedures for creating and discontinuing product master data, updating customer price lists, and handling pricing escalations through investigative workflows with customers and suppliers. These governance measures were described as core to maintaining customer and principal confidence while supporting ongoing business operations.
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ERP Financial | ERP |
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2019 | 2020 |
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Primeline Group HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Strandum | Legacy | Strandum HR | Core HR | HCM | n/a | 2019 | 2019 |
In 2019 Primeline Group implemented Strandum HR, a Core HR application, to support HR and people processes in Ireland. The implementation addressed the distribution company's central HR needs for roughly 1000 employees across its Irish operations.
Configuration emphasized modular use of Strandum HR's core HR capabilities alongside performance management and learning management features, consolidating employee records, performance reviews, and training administration within a single suite. Workflows were configured to support standard employee lifecycle activities, manager initiated reviews, and training enrollments.
Operational scope focused on HR and people teams, managers, and employees in Ireland, with business functions impacted including HR administration, talent management, and learning and development. The implementation followed a modular approach consistent with Strandum's platform design, enabling staged activation of Core HR, performance, and LMS components.
Strandum's published testimonial reports the product exceeded expectations when deployed for HR and people processes in Ireland, indicating positive reception by Primeline Group's HR stakeholders. The case demonstrates Strandum HR applied as a Core HR solution for a mid market distribution employer in Ireland.
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Primeline Group Analytics and BI
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Microsoft | Legacy | Microsoft Power BI | Analytics and BI | Analytics and BI | n/a | 2016 | 2016 |
In 2016, Primeline Group implemented Microsoft Power BI as a central component of its Analytics and BI program. The deployment aimed to deliver consolidated reporting and interactive analytics across logistics, warehousing, transport, field sales and head office functions while aligning with a concurrent technology roadmap that includes SAP S4 Hanna, Microsoft Dynamics 365 and an Azure Data Warehouse.
The Microsoft Power BI implementation concentrated on interactive dashboards and self service reporting, a governed semantic layer for core calculations and KPI definitions, and development of advanced analytics prototypes. Functional capabilities emphasized data modeling, dynamic dashboard creation, automated report generation and the ability to combine structured and unstructured data to support commercial and operational analysis such as sales performance, outlet performance and warehouse performance.
Architecturally Microsoft Power BI was positioned as the analytics presentation and semantic layer, integrated with the Azure Data Warehouse and Microsoft Dynamics 365 to consume transactional and operational datasets. The implementation approach used prototyping and iterative development with an outsourced analytics development team and coordination with the Dynamics Business Lead, enabling dataflows and dataset-level governance to be established before wider rollout.
Governance and rollout activities included the design and groupwide rollout of data management standards, establishment of Data Governance Forums, and centralized stewardship of core calculations and KPI definitions under a Data Analytics Governance function. Delivery practices referenced Agile and DevOps patterns, stakeholder engagement across commercial and digital technology teams, and a mandate to grow analytics capability and skills within the business to sustain Microsoft Power BI driven Analytics and BI operations.
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Primeline Group Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2015 | 2015 |
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Collaboration | Collaboration |
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2020 | 2020 |
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Primeline Group SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Logistics Management | SCM |
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2022 | 2023 |
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Warehouse Management | SCM |
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2022 | 2023 |
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Warehouse Management | SCM |
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2014 | 2014 |
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Primeline Group CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Marketing Automation | CRM |
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2019 | 2019 |
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Primeline Group IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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IT Decision Makers and Key Stakeholders at Primeline Group
| First Name | Last Name | Title | Function | Department | Phone | |
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SAP System Administrator | Manager | IT | |
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HR Director | Director | HR | |
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Group Operations Director | Director | Finance | |
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Business Intelligence & Analytics Executive | Director | IT | |
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Commercial Finance Manager | Manager | Finance | |
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SAP Administrator | Manager | IT | |
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Group Financial Controller | Director | Finance | |
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Apps Being Evaluated by Primeline Group Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Primeline Group IT executives and key decision makers. This section highlights Primeline Group's latest recorded technology evaluations, including SAP Transportation Management for Transportation Management on 2025-03-20. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Primeline Group digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| 2025-03-20 | Primeline Group | Evaluated | SAP | SAP Transportation Management | Transportation Management | SCM |
FAQ - APPS RUN THE WORLD Primeline Group Technographics
Primeline Group is a Distribution organization based in Ireland,
with around 1000 employees and annual revenues of $129.0 million.
Primeline Group operates a diverse technology stack with applications such as
SAP S/4 HANA, Strandum HR and Microsoft Power BI,
covering areas like ERP Financial, Core HR and Analytics and BI.
Primeline Group has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP, Strandum and Microsoft.
Primeline Group recently adopted applications including
SAP S/4 HANA in 2022, SAP S/4 HANA - Logistics Execution System (LES) in 2022 and SAP S/4 HANA EWM in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Primeline Group’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Primeline Group’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Primeline Group technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.