Chameleon Brands

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“If you’re looking to get a solution that works for your business, TrueCommerce B2BGateway is the partner you want.”

Christopher Bradley | Managing Director





Business Challenge

Meet the requirements of a major retailer while eliminating errors and improving order processing times.


Implement TrueCommerce B2BGateway integrated EDI to streamline order processing across a diverse portfolio of retail partners.


Plug-and-play modules allow Chameleon Brands to transition seamlessly to a new business system.

Expert support ensures smooth implementation and rapid issue resolution.


While Mr. Bradley had some experience with APIs, neither he, nor the rest of the Chameleon Brands team, was familiar with EDI. Having support from an industry expert like TrueCommerce B2BGateway was essential to a successful implementation.

“That’s part of why we chose TrueCommerce B2BGateway,” Mr. Bradley confirmed, “We knew this would be a complicated process, and that EDI has a lot of idiosyncrasies that could cause internal issues.”


TrueCommerce B2BGateway’s integrated EDI solution prevents data errors as well, helping to ensure that Chameleon Brands’ supply chain continues to operate smoothly. Mr. Bradley detailed, “Without TrueCommerce B2BGateway, there would be significant errors across our supply chain. If we tried to do everything manually with 42 stores, it would be disastrous. For the negligible cost, it’s had a significantly positive effect on our business.”

While TrueCommerce B2BGateway’s technology has been instrumental in Chameleon Brands’ success, its expert support team has also been essential. “If we do have issues, they’re usually on our end, not with TrueCommerce B2BGateway, but even then, they give us support to resolve things quickly.” He emphasized, “The TrueCommerce B2BGateway system works seamlessly, and the support has been awesome. It’s gold-plated, for sure.”


In Australia, the response to the COVID-19 pandemic was swift, closing down travel and enacting strict lockdowns in the beginning of 2020. As a result, many retail businesses shuttered their doors, and in-person shopping came nearly to a halt. Even when restrictions lifted, foot traffic remained low.

Mr. Bradley remembered, “The back half of Q1 2020 got really tight. A lot of  our retailer’s trading dropped significantly over that period. People didn’t want to go to stores or  shopping malls, because they were worried about getting  COVID.” The pandemic also put Chameleon Brands’ expansion plans on hold. Mr. Bradley explained, “We had a plan to expand into the US in 2020, but that got blocked by COVID. We had also just set up operations in Hong Kong to serve the Southeast Asian region; that warehouse ended up just sitting there for a while.”

Luckily, while in-store sales lagged, Chameleon Brands saw significant upticks in eCommerce activity. By the time stores reopened, many retailers had had time to plan their strategies. Mr. Bradley described the comeback, stating, “On the back half of the year, the retailers who had taken time to figure things out came back with strong plans in place. We’ve been lucky; we ended up closing the year up significantly. We benefited from the pivot into the digital space, and now we’re working to support retailers as they come back on board.”

Throughout it all, TrueCommerce B2BGateway was there to support Chameleon Brands, with cloud-based software and expert service that was invaluable to Mr. Bradley and his team. He commented, “The fact that TrueCommerce B2BGateway is cloud-based meant that when we had to  migrate everything over, we didn’t have to worry about it. The fact that we can access the platform from anywhere was helpful too. We didn’t need to be in the office to do everything, and we didn’t have to change our process to get things  done.”

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Founded in 2015, Chameleon Brands is the parent company of three popular Australian jewelry brands: Pastiche, Dear Addison, and Luna Rae. With over 400 products supplying hundreds of stores across Australia and New Zealand, Chameleon Brands’ on-trend designs offer the perfect accessory to any outfit.

Christopher Bradley, Chameleon Brands’ Managing Director, explained how the trio of product lines work together. He said, “Our goal is to provide fashion-forward jewelry at a variety of price brackets. Luna Rae is our luxury brand, featuring nine-karat gold pieces. Pastiche is more middle-market and includes sterling silver and sterling steel products. And Dear Addison targets a younger demographic with more affordable accessories.”

About TrueCommerce B2BGateway

TrueCommerce B2BGateway provides fully managed Electronic Data Interchange (EDI) & API Connectivity Solutions that are 100% built and maintained by our own developers. TrueCommerce B2BGateway’s cloud-based connectivity solutions allow users to communicate seamlessly with their customers and 3PL’s. We offer both web based and fully integrated solutions for all market needs and wants. Our Cloud/SaaS based fully integrated EDI & API Connectivity solutions will integrate seamlessly with most ERP/accounting solutions.

In addition to our global headquarters in Rhode Island, TrueCommerce B2BGateway has offices in Ireland and Australia enabling us to offer unparalleled support across all time zones.

For further information please visit

Main Office: +1 401-491-9595
Europe: +0345 643 6600
Australia: +61 2 8003 7584
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