Søstrene Grene scales product launches across 200+ stores and multiple markets

At a glance:

• Retail
• B2C
• Enterprise
• Aarhus, Denmark

260+

Stores

4,000+

SKUs

22,000

SKUs

Summary

Søstrene Grene, the Danish lifestyle and home décor brand, unified product data for 22,000 SKUs across 200+ stores and 16 global markets with Inriver, enabling faster product launches and consistent brand experiences worldwide.

Rapid international growth and frequent new collections made manual data handling slow and error-prone. With the Inriver PIM, Søstrene Grene centralized all product information into a single platform—streamlining enrichment, translation, and syndication across every channel.

Outcomes: 

• Centralized 22,000+ SKUs into one global PIM platform
• Automated enrichment, translation, and syndication processes
• Enabled faster launches of 150+ new products weekly
• Improved data accuracy and consistency across 16 markets
• Delivered seamless, brand-aligned customer experiences in-store and online

The challenges

• Ensure a great omnichannel customer experience 
• Have one digital product catalog as a single source of truth for structured data 
• Showcase product certifications and production countries 
• Improve speed to market on weekly product launches 

With a business model focused on a continually changing roster of products and fast multinational expansion, Søstrene Grene needed a PIM to manage all product-related information. This includes master data, photos, product descriptions, compliance data, and more—across all customer touchpoints. “In our stores, we create a sensory experience with soft lighting and classical music. We want people to feel the products, smell the tea,” explains Mia. “We wanted to replicate this online by providing customers with enough product information.” This included brand storytelling using short narratives. The variety of brands and categories added to the complexity. People visiting the online shop can browse across 20 different brands and over 4,000 products divided into eight main categories and 60 subcategories. All these data points needed to be tracked and managed.

“Our focus over the last three to four years has been gathering and structuring in-depth data and digitalizing our product catalog. This required the creation of a whole new team. We need to manage different types of products, materials, and information efficiently.”

Mia Nygaard Nikolajsen

Digital Product Manager, Søstrene Grene

The solution

The Inriver PIM provides Søstrene Grene with the syndication capabilities it needs across all channels, ease of use, and the flexibility to add new data fields when required. According to Mia, it also helps ensure consistent handling of product information with centralized, accurate data rapidly distributed to its e-commerce store and app.

With the Inriver PIM, the company has a streamlined workflow. The buying and design departments enter product information into the PDM and ERP systems. These are then automatically updated in the PIM system. One person in Mia’s team works full-time to enrich this product information. Enriching includes adding compliance data, and product descriptions directly into the PIM. These data points were impossible to incorporate prior to having the PIM, but are critical to creating a superior customer experience.

Another type of product information they add is assembly instructions. “We keep getting wiser about what information customers want,” explains Mia. “Our PIM allows us to accommodate those changing needs quickly.” 

Søstrene Grene has added a translator connector to their PIM to translate product descriptions more efficiently in 7 languages: Danish, English, German, French, Dutch, Norwegian, and Swedish. 

The connector makes it easy to send source texts for translation and when done, returned to their original language.

While the Inriver PIM was already implemented when Mia took her post, the team continues to expand its knowledge and application of all the capabilities of the inriver PIM dashboard. According to Mia, once learned, it is quite straightforward to use, even for new users navigating, uploading, and editing. 

The results

Having centralized and updated product information provides the Søstrene Grene media team with all it needs for advertising and product feeds. According to Mia: “The Inriver PIM helps speed up product launches by speeding up the go-live process both on the e-commerce store and the app.”

She believes their PIM solution also helps them further develop product data based on customer needs, ensuring customer expectations are met. This increases customer trust. As part of creating a coherent buyer’s journey, inriver helps handle all product enrichment. It also allows controlling product variants and their appearance online.

“People weren’t sure what to expect from the PIM as we had not been digital before, but our experience has only been positive. Having enough product information online lets shoppers pre-select before entering a store.”

Mia Nygaard Nikolajsen

Digital Product Manager, Søstrene Grene

The future

Søstrene Grene is looking into the growing benefits of Inriver’s AI. Mia believes it could help name product photos more efficiently by having them automatically linked to products and items when uploaded. Today, it is a manual process to name each pack and lifestyle product shot.