A Gateway to Rapid Business Innovation with Maextro: WaterWipes MDM Revolution

WaterWipes

Challenge

WaterWipes have been on a rapid transformation journey in ERP over 18 months, deploying SAP S/4HANA, SAP Integrated Business Planning, SAP Datasphere and SAP Analytics Cloud to replace a bespoke ERP System which was no longer fit for purpose. As part of the deployment, a data governance and management tool was not included in the original scope and lack of governance was identified as a major risk by the business. At WaterWipes, they hold themselves to a high safety standard as many of their products are used by parents on young children.

Due to the high risk posed by erroneous data, WaterWipes needed a solution to mitigate those immediate risks.

Outcome

WaterWipes explored several suppliers in data management, cataloguing, and governance but had a unique requirement: to manage and govern data with a long–term view on consolidation and scalability. They needed a solution that was modular, scalable, and adaptable as the business evolved—capable of rapid deployment across key and emerging data sets. Maextro was the clear choice. Built on SAP BTP, it offers configurable workflows, a user–friendly interface, and automates processes to support data quality through rules and logic. Maextro manages data objects, enforces business rules, and introduces robust governance, ensuring transparency and control across our ERP landscape.

Solution

WaterWipes rapidly deployed Maextro with Bluestonex, achieving 50% faster data processing and 30% lower implementation costs through a scalable, agile approach. Prebuilt templates enabled quick go–live with minimal disruption, improving operational efficiency and future–proofing their data governance. Segmenting Business Partner implementation based on user feedback showcased flexibility and collaboration. With Maextro on SAP BTP, WaterWipes has laid a strong foundation for AI readiness and continued innovation. Their focus now shifts to expanding governance across finance and customer data, integrating third–party systems, and driving efficiency through no–code/low–code solutions—ensuring scalable, sustainable growth while maintaining a clean core.

Faster data processing

Lower implementation costs

faster deployment with minimal disruption through RDS templates (on average)

We looked at several suppliers in both data management, catalogues and Governance. At WaterWipes, we had a unique requirement; To manage and govern data with a view to longer term data consolidation and cataloguing. We needed a solution that could be altered as our business grows and changes and could be quickly deployed for our key and emerging data sets. We appreciated that BTP would be part of our future portfolio and landscape and could serve future use cases in ESG and SAC.

WaterWipes

WaterWipes saw the need to ”Keep the Core Clean” after their move to S/4HANA. As a solution built on the SAP Business Technology Platform, Maextro was able to help them achieve this goal.
• Pre–Built
• Adopt = (Rapid Deployment Solutions Templates)
• Modular = Address critical pain points now (Materials)
• Adapt Later = Low–Code/ No–Code
• Fast Deployment

Bluestonex, Project team

Contributing Partner

Shropshire

Bluestonex's Church AppHaus is located in beautiful Oswestry, a well known area for outdoor team building activities, close to Birmingham, UK. Bluestonex restored and refurbished an old Baptist church as their new home to craft new ideas and solutions in an exciting and vibrant workshop space for customers, that can host up to 40 participants. A usability lab can be used to test prototypes.

Customer

WaterWipes

Headquarter
: Drogheda, Ireland
No. of employees
: 201-500
Website
: https://www.waterwipes.com/uk/en

Founded in 2008, WaterWipes is a pioneering brand committed to providing the world’s purest baby wipes, with offices in Ireland, the United Kingdom, the United States, and across Europe. Trusted by healthcare professionals and parents globally, their dedication to purity and quality speaks volumes about their mission to support healthier skin for babies and beyond. They are passionate about delivering products that are safe, gentle, and effective, with sustainability and innovation at the heart of everything they do. Their success is built on trust, transparency, and a relentless commitment to the wellbeing of families worldwide.