Customer Spotlight: Brødrene A & O Johansen A/S

Brødrene A & O Johansen A/S (A&O) is a leading wholesaler primarily serving craftsmen, especially plumbers and electricians. With over a century of experience, A&O has evolved into a digital-first company, operating around 10 webshops to reach both B2B and B2C customers.

The Challenge

A&O manages a vast product catalog of 800,000 active SKUs, with 2,000 to 3,000 new SKUs added each month. Maintaining and enriching product data for such a large and dynamic assortment across multiple digital channels is a significant challenge. Over 50 product assistants are dedicated to ensuring product information is accurate and up to date, but the scale and complexity made it difficult to guarantee speed and consistency.

The Solution: Inriver PIM

To address these challenges, A&O implemented the Inriver Product Information Management (PIM) system. The PIM is used daily for product enrichment, maintaining structured data for webshops, and integrating with external databases to ensure the right content is available for every product. Inriver PIM has become a foundational system for A&O, supporting efficient processes and enabling quick time-to-market for new products.

“With 800,000 SKUs, it’s difficult to manually also enrich all the products. We also try to integrate with centralized databases with product information to get the product data into the PIM that one has to touch”

– Lars Gronemann

Head of Product Data, Brødrene A & O Johansen A/S

The Results

With Inriver PIM, A&O has achieved:

• Streamlined product enrichment and catalog management, even with 800,000 SKUs.
• Consistent and high-quality product data across all channels.
• Faster time-to-market for new products, supporting both B2B and B2C growth.
• Improved internal efficiency, allowing product assistants to focus on value-adding work.

“The Inriver PIM is actually quite an important system for us in the company. It contributes to the three pillars we have in the main strategy for the company. The Inriver PIM is just important to us to have a very quick time to market for all our products.”

– Lars Gronemann

Head of Product Data, Brødrene A & O Johansen A/S

Inriver x Brødrene A & O Johansen A/S

This partnership with Inriver has empowered A&O to maintain its market leadership, optimize digital operations, and support ongoing expansion into new customer segments.