Building a Scalable PIM Foundation for High-End Jewelry and Watch Retail

Luxury Retail
PIM, System Integration, DAM
On-Premise PIM, Shopware, Event-based Sync, Complex Data Model, Automated Workflows, E-Commerce Integration, Data Integration

Brogle is a German jeweler and online retailer, founded in Esslingen in 1945, specializing in luxury watches, fine jewelry, and investment diamonds.

Expanding beyond a regional presence, Brogle launched its online store in 2012 and opened a second boutique in Cologne in 2018. The Esslingen flagship store features in-house goldsmithing and watchmaking workshops, underscoring its commitment to craftsmanship.

As an official authorized retailer for over 70 international luxury brands, Brogle offers an omnichannel experience through its boutiques and its Shopware 6 e-commerce platform. It focuses on direct-to-consumer sales, making it one of Germany's leading digital retailers in the premium segment. The company's strategy emphasizes personalized advice, integrated logistics, and managing its extensive, dynamic product catalog across all channels.

Building a Scalable PIM Foundation for High-End Jewelry and Watch Retail

Challenges

Brogle encountered several key challenges in managing and synchronizing its growing product catalog across multiple sales channels:

  • Outdated PIM Software: Brogle’s legacy PIM had reached its limits, lacking modern features and flexibility. It could no longer keep up with the increasing volume and pace of product updates required by the growing business.

  • Frequent Product Updates: The company needed to update hundreds or thousands of products daily from multiple suppliers. The old system lacked automation, making the process slow, error-prone, and labor-intensive.

  • Lack of Dynamic Relationships: Many products required automatic categorization and feature assignment based on attributes. The existing system could not handle this, resulting in a heavy manual workload and delays in publishing updates.

  • Complex Data Integration: Brogle’s Shopware-based store contained tens of thousands of SKUs, many with unique attribute combinations. Without real-time synchronization, keeping the PIM and storefront data consistent was challenging and resource-intensive.

Goals

To address these challenges and support growth, Brogle aimed to implement a solution that streamlined product management and ensured real-time data across all channels:

  • Implement a Modern PIM System: Deploy a scalable, high-performance PIM solution capable of managing complex product data, multilingual content, and dynamic structures. Migrate existing product data from the legacy system while ensuring accuracy and completeness.

  • Establish Dynamic Relationships: Configure rule-based, automated product relationships to categorize and assign products instantly based on attributes, ensuring immediate reflection in the Shopware storefront.

  • Automate Real-Time Synchronization: Enable continuous, bidirectional data exchange between the PIM and the Shopware platform, ensuring that any product change or update is instantly visible online.

  • Ensure Scalability and Future Readiness: Design a flexible data model and integration layer to handle growing product volumes, complex relationships, and new digital sales channels as Brogle continues to expand.

Solution

To achieve these goals, Brogle implemented AtroPIM as its new Product Information Management and System Integration Platform.

Key solution features included:

  • Centralized Product Data Hub: AtroPIM now serves as the single source of truth for all product data. It provides flexibility, scalability, multilingual support, and strong security.

  • Seamless Data Integration: The team developed custom adapters to clean and restructure legacy data. The Content Manager works with import feeds to update product data in bulk.

  • Automated Data Enrichment: The system uses import feeds and mass updates to manage product enrichment, variant handling, and synchronization with external data sources.

  • Dynamic Product Relationships: Rule-based automation assigns products to Shopware categories based on attributes. This reduces manual work and increases accuracy.

  • Real-Time Synchronization: The system performs bidirectional updates between AtroPIM and Shopware. Product data, media, and stock information are always current and consistent.

Results

  • Centralized Data Platform: The new PIM now serves as the single source of truth for all product information across brands, languages, and sales channels, ensuring consistency and control.

  • Faster Product Updates: Intuitive import and export tools enable Brogle’s team to process supplier data and publish updates for hundreds of products daily with minimal manual effort.

  • Automated Data Integration: Product data and dynamic relationships are automatically synchronized with Shopware in real time, maintaining alignment between the PIM and the online store.

  • Enhanced Team Efficiency: Automation of imports, classification, and synchronization reduced manual workload, allowing the team to focus on content quality and merchandising.

  • Stronger Customer Experience: Consistent, accurate, and up-to-date product information across all channels improved product discovery, trust, and the overall shopping experience.

  • Future-Ready PIM Ecosystem: Brogle now operates on a modern, automated, and scalable PIM foundation that supports real-time updates, complex data structures, and continued e-commerce growth.

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