Case Study - Johnstone Supply
See how Johnstone Supply modernized B2B commerce with Elastic Path—streamlining catalogs, scaling self-service, and powering $2B in revenue.
Industry
Industrial Distribution (HVAC/R)
Use Case
Multi-ERP Management, Complex Catalogs, Digital Buying Experience
Products
Elastic Path Self-Managed Commerce
stores
across the U.S. (25% company-owned)
catalogs
unified in one platform
of revenue
now comes from digital
higher AOV online
vs. counter sales—driven by better product discovery
SKUs
managed seamlessly—with rich data and real-time availability
The journey doesn’t stop here. With Elastic Path, we can continue iterating, testing, and improving—without needing to replatform every few years.Lindsay Althouse Director, Business Systems and Delivery
The journey doesn’t stop here. With Elastic Path, we can continue iterating, testing, and improving—without needing to replatform every few years.
Johnstone Supply is the largest HVAC/R wholesale distributor in the United States. They serve contractors, government entities, universities, and light commercial clients through a network of more than 450 stores, supported by six national distribution centers. Known for deep product expertise and exceptional service, Johnstone maintains a catalog of over a million SKUs, making it essential to offer robust digital tools that meet the expectations of today’s workforce.
They use Elastic Path to meet rising expectations for speed, self-service, and digital buying experiences.
Historically operating as a cooperative, Johnstone’s digital experience was fragmented. Over 100 independently operated store groups meant 100+ ERP systems and 120+ virtual catalogs. This created friction for customers, inconsistencies in experiences, and prevented the organization from delivering innovations quickly.
We had customers who wanted to log into multiple store groups or see product availability across markets, but we are limited by a catalog model tied directly to each store’s ERP.Lindsay Althouse Director, Business Systems and Delivery
We had customers who wanted to log into multiple store groups or see product availability across markets, but we are limited by a catalog model tied directly to each store’s ERP.
As the next generation of HVAC employees entered the workforce, the need for a modern digital experience became critical. Many contractors prefer the speed and control of digital interfaces, especially when working in the field or outside traditional store hours. Johnstone realized they needed to meet their customers where they are—on mobile, with real-time access to the products and pricing they depend on.
With continued growth and increasing acquisition of stores, Johnstone recognized that simplifying the contractor experience and unlocking digital revenue potential was essential.
They needed a platform that could:
Elastic Path’s API-first approach was the ideal fit because it allowed for flexibility, modular deployment, and seamless integration with their existing systems—especially important in a distributed store model.
Johnstone’s relationship with Elastic Path began in 2015. This long-standing partnership has provided consistency and strategic collaboration, enabling the company to evolve its commerce capabilities over time.
Elastic Path’s architecture supports their new React Native mobile app for technicians, integrates with Bloomreach for flexible front-end control, and includes custom API gateway traffic management to accommodate the slower legacy ERPs. Elastic Path’s caching capabilities have also improved real-time pricing performance.
Johnstone’s goal is to ensure contractors can get everything they need the first time, minimizing delays on the job site. Elastic Path enables this by powering intuitive product selectors and dynamic catalog rules that group complementary items, helping customers order with confidence and accuracy.
Internally, Johnstone built five selector tools to guide contractors to the right SKUs and partnered with Gooey.AI to embed a private LLM-powered virtual assistant. These tools empower contractors to make smarter, faster purchasing decisions.
We are a needs-based business. If we can help a contractor order all their necessary components in one transaction, we save them time and money. Elastic Path enables that experience.Lindsay Althouse Director, Business Systems and Delivery
We are a needs-based business. If we can help a contractor order all their necessary components in one transaction, we save them time and money. Elastic Path enables that experience.
Helping contractors get everything they need in a single transaction means fewer return trips, less time wasted sourcing missing parts, and more time on the job. For a field tech, every hour saved can mean fitting in more appointments—and more appointments mean more revenue.
Because these selector tools are tightly integrated with Elastic Path’s catalog and pricing engine, contractors are automatically guided to all necessary components and accessories—resulting in more complete transactions. On average, orders placed through Elastic Path contain more line items than counter sales, reinforcing the value of these digital workflows.
In addition, Elastic Path’s catalog system handles Johnstone’s highly complex product architecture, which includes over a million SKUs across independently managed store groups. Each group operates with its own ERP and localized assortment, but Elastic Path unifies these through a central commerce layer. This allows Johnstone to maintain the autonomy of each store while delivering consistent digital experiences across the network.
The platform’s ability to manage multiple catalogs and price books at scale ensures contractors always see the right product mix and pricing for their location, while corporate teams benefit from streamlined governance and oversight.
By modernizing its commerce operations with Elastic Path, Johnstone has achieved meaningful performance improvements across digital engagement, order quality, and operational scalability.
We’re building selector tools, AI assistants, and mobile-first commerce powered by Elastic Path. It gives us the flexibility to meet contractors where they are, with the stability to scale across hundreds of storesLindsay Althouse Director, Business Systems and Delivery
We’re building selector tools, AI assistants, and mobile-first commerce powered by Elastic Path. It gives us the flexibility to meet contractors where they are, with the stability to scale across hundreds of stores
Johnstone plans to gradually consolidate its company-owned stores onto a single ERP platform over the next seven years. Elastic Path’s modular, API-first architecture enables them to take this step-by-step—bringing each store group into alignment without interrupting service or disrupting revenue.
In the short term, their team is focused on unlocking more value for customers and the business. They’re working to launch sales rep proxy ordering, introduce alternate language options for multilingual audiences, and automate data syncs between EnterWorks (PIM) and Elastic Path.
These initiatives will further simplify the contractor experience, broaden market reach, and reduce internal inefficiencies.
Johnstone Supply has transformed its commerce operations from a fragmented, ERP-tied system to a unified, future-ready experience built for speed, scale, and flexibility. Through their partnership with Elastic Path, they’ve laid a digital foundation that meets the needs of today’s mobile-first technicians—and positions them to grow smarter as the market continues to evolve.
Remember, commerce doesn't have to be so hard. We can help.