Devil Mountain Nursery scales HR, ERP, and multi-channel commerce with 60+ automated workflows

About Devil Mountain Wholesale Nursery

Founded in 1995, Devil Mountain Wholesale Nursery has grown from a small wholesale plant broker into California’s largest distributor of landscape plants. From the beginning, the focus has been on delivering what customers need, and doing so without compromising on quality.

That commitment extends beyond customers. Today, Devil Mountain supports a workforce of roughly 750 employees, along with a wide network of growers, partners, and suppliers across Northern and Southern California.

As the business expanded through new locations, acquisitions, and sales channels, keeping systems aligned and internal teams supported became just as important as delivering quality plants to customers.

Challenge

Devil Mountain Nursery experienced rapid growth through a series of acquisitions in 2020, 2022, and in 2024 Devil Mountain entered a strategic partnership with SiteOne Landscape Supply and expanded its operations through the acquisition of Pacific Nurseries. At the same time, the business grew beyond its core B2B (business-to-business) wholesale model by launching a direct-to-consumer (DTC) sales channel.

While the growth was strategic, it introduced significant operational complexity. For example, Devil Mountain’s IT team was manually syncing employee onboarding data, system access, and operational information across HR, ERP, and downstream systems, a process that quickly became time-consuming and error-prone. Devil Mountain’s Director of IT, Rick Eltzroth explained, “We wanted NetSuite to be the place where everything comes together, instead of having data scattered across different systems.”

Managing this complexity was especially challenging given the nature of Devil Mountain’s business. As a distributor of living products, even small data inaccuracies, whether in employee access, inventory visibility, or system alignment, could result in wasted product, lost sales, or margin erosion. To scale efficiently and protect profitability, Devil Mountain needed a way to centralize data, automate processes, and reduce manual effort without adding IT headcount.

Solution

Devil Mountain chose Celigo to build a scalable integration architecture that could grow alongside the business without adding complexity for its lean IT team. With Celigo’s Integrator.io, the team established NetSuite as a central operational hub, using Celigo to orchestrate data movement across HR, IT, finance, and commerce systems in a consistent, automated way.

For internal operations, ADP serves as the system of record for employee data, with Celigo workflows syncing that information into NetSuite. From there, employee changes are automatically propagated to downstream systems including Microsoft Azure, RingCentral, Cornerstone, KnowBe4, Samsara, and other IT and security platforms. These workflows automate hiring, terminations, employee updates, access provisioning and deprovisioning, and device-related processes, thereby eliminating manual handoffs that previously created backlogs and increased risk for the IT team.

On the commerce side, Celigo connects both WooCommerce and BigCommerce to NetSuite, ensuring orders, customers, and product data flow reliably into the ERP. This allows Devil Mountain to maintain accurate inventory and financial data at the close of each day, a critical requirement when managing living inventory where inaccuracies can lead to waste or lost sales. Additional integrations with systems such as Talon, Snowflake, N-Central, and Asana further support financial operations, rewards programs, analytics, and operational workflows.

By consolidating systems into unified Celigo workflows, Devil Mountain has standardized how data moves across the organization. Just as importantly, the integration framework is designed to support future growth, allowing new entities to be brought online quickly without reworking the entire architecture.

Results

With Celigo operating as the foundation for Devil Mountain’s day-to-day operations, the IT team has a stable integration layer that supports growth without sacrificing accuracy or visibility.

Today, Devil Mountain runs 60+ integration flows spanning HR, IT, ecommerce, finance, and operations. Many of these flows execute every 15 minutes, allowing data to stay current across systems without requiring constant monitoring or manual updates. Tasks that once depended on emails, spreadsheets, or one-off exports now run reliably in the background.

The ecommerce environment alone is supported by 18 dedicated BigCommerce flows handling products, pricing, inventory, customers, and orders. In fact, during a critical launch period, the team was able to use Celigo to quickly rebuild 16 of those 18 flows in roughly six weeks to stabilize order processing and reduce downstream issues.

Celigo also enables automation at a scale that would be difficult to manage manually. Pricing updates routinely process nearly 75,000 records across multiple price lists, while recurring payroll automation moves ADP data into NetSuite journal entries, all to support more efficient and accurate financial close processes. “Introducing Celigo really changed what we could do. That’s when we were able to automate more complex processes reliably,” shared Eltzroth.

By centralizing operations through NetSuite and Celigo, Devil Mountain has transformed fragmented workflows into a cohesive, enterprise-wide ecosystem. This architecture provides more than just consistency; it establishes a highly scalable operating model for the future. As Devil Mountain pursues expansion opportunities, their integration framework empowers them to rapidly deploy new capabilities and automate complex processes without operational overhead.