Flügger accelerates time-to-market and enhances e-commerce agility

At a glance:

• Paints + Coatings
• B2C
• Mid-market
• Nordics

Days to minutes

Product launch time

2,000–3,000

SKUs managed daily

~$318M

Annual Revenue

Summary

Flügger, a leading Nordic paint and coatings manufacturer, unified its product workflows and accelerated digital operations with Inriver, cutting product launch times from days to minutes and strengthening eCommerce agility.

Previously, decentralized systems created inconsistent product data and slowed updates across channels. By establishing a single source of truth integrated with ERP and translation systems, Flügger built a scalable data model that enables rapid enrichment, localized content, and faster publishing—empowering teams to manage thousands of SKUs efficiently and deliver a seamless digital experience.

Outcomes: 

• Reduced product launch time from days to minutes 
• Centralized management of 2,000–3,000 SKUs across all channels
• Improved data accuracy and enrichment speed
• Enabled localized content for multiple markets
• Enhanced e-commerce flexibility and customer experience

Challenge

Flügger’s e-commerce team faced the daunting task of managing product data in a highly unstructured environment. Without a centralized system, the team struggled to standardize and enrich product data across five markets—Denmark, Sweden, Norway, Iceland, and Poland—while managing a complex portfolio of 2,000–3,000 SKUs.

As a newly established department with an entrepreneurial mindset, the team needed a system that could support their ambitions for rapid growth and efficiency. The lack of a single source of truth for product information hindered their ability to scale and meet the demands of a fast-paced e-commerce landscape, where speed and accuracy are critical.

“Using Inriver, we’re actually able to go to market with a new product within a few minutes.”

– Jens Havreballe

E-commerce manager

The Solution

Flügger implemented Inriver to address its challenges with unstructured product data and to streamline operations across its five key markets. By centralizing product information from its ERP system into Inriver, the company established a single source of truth for managing and enriching product data. Jens Havreballe, e-commerce manager at Flügger said: “Inriver has helped us collect that data into one source of truth. That’s very helpful for my colleagues and me.”

“Inriver has helped us collect that data into one source of truth.”

– Jens Havreballe

E-commerce manager

The team leveraged Inriver’s flexibility to enhance e-commerce capabilities. For example, they utilized standard CVL fields to build a dynamic upselling feature directly into product pages. Havreballe noted, “We have used the print setup and built an upselling feature directly into a standard CVL field in Inriver.” Additionally, print workflows were integrated to further optimize processes.

This centralized and efficient system enabled Flügger to manage thousands of SKUs with consistent data across channels, accelerating time-to-market and supporting their growth-focused operations.

The Results

By adopting Inriver, Flügger’s e-commerce team gained unprecedented control over product data, enabling rapid updates and a more agile response to market demands. “Using Inriver, we’re actually able to go to market with a new product within a few minutes,” said Havreballe, highlighting the system’s ability to streamline product launches. This real-time capability empowered the team to bypass the delays of traditional workflows, ensuring new products reach customers faster.

“Having a system where you can edit and create and then see it on your live webshop seconds after is a huge benefit for us.”

– Jens Havreballe

E-commerce manager

The ability to edit and enrich product information in Inriver and see changes reflected on the live webshop almost instantly delivered a competitive edge. Havreballe noted, “Having a system where you can edit and create and then see it on your live webshop seconds after is a huge benefit for us.” This efficiency improved internal workflows and fostered a sense of accomplishment and motivation among team members. “That is extremely important to us and our colleagues… not just putting an input and waiting 2 weeks,” he added.

Through Inriver, Flügger successfully reduced time-to-market while maintaining high-quality, enriched product data across multiple markets, allowing the company to meet customer needs with speed and precision.

Inriver has become a cornerstone of Flügger’s e-commerce operations, enabling the company to scale its B2C presence while maintaining efficiency and quality. By centralizing product data, Flügger streamlined workflows and established a robust foundation for real-time updates across its five markets. This centralized system allowed the team to rapidly launch new products, with Havreballe noting, “So also in the future, the way to integrate from and to Inriver is going to be very critical for us to get high efficiency and low time to market.”

The flexibility of Inriver has empowered Flügger to enrich product data tailored to specific markets and customer needs, significantly reducing time-to-market. The system’s integration with other tools, such as ERP and translation software, ensures seamless data flow, further enhancing efficiency. These advancements have allowed Flügger to meet the demands of a fast-paced e-commerce environment, supporting both innovation and growth.