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17. June 2021

Ahlers AG expands e-commerce: central introduction of novomind iPIM for Pierre Cardin, BALDESSARINI and Pioneer Authentic Jeans

in Digital Commerce
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by Daniela Köhler

Publications officer

Fashion group relies on powerful PIM system for its brand portfolio / Ahlers plans to supply product data in several languages to online shops and marketplaces

Quality is key: Ahlers AG, a large European listed manufacturer of menswear headquartered in Herford (North Rhine-Westphalia), has selected the sales-oriented product information management (PIM) system of Hamburg-based software developer novomind AG for its brand portfolio. novomind iPIM is now being used centrally for the Pierre Cardin, BALDESSARINI and Pioneer Authentic Jeans brands. The system was implemented by novomind’s subsidiary piazza blu2 GmbH.

The product ranges of the Ahlers brands comprise around 1,500 articles. In addition to the company’s own brand stores and, novomind iPIM currently also supplies product information to the online marketplaces Zalando, AboutYou, Otto, Galeria and Breuninger. Data are supplied in German; other languages are planned.
“The introduction of a central system for our brands’ product data management is a key component of our digitalization strategy,” explains Quynh Christian Ha-Ngoc, Director of E-Commerce at Ahlers. “novomind iPIM enables us to automate processes and boost the Group’s omni-channel commerce performance.”

Whether ready-to-wear, sportswear, pants or knitwear from the Pierre Cardin and BALDESSARINI premium brands or jeans from the denim specialist Pioneer Authentic Jeans – it is the quality that counts when it comes to both fashion and product data. “novomind iPIM facilitates the central maintenance and processing of data. The better and more up-to-date the product data quality, the faster can customers find the desired article in the online shop or on marketplaces. This enhances the customer experience and makes ordering easier. Customers in B2B business also appreciate this,” says Markus Rohmeyer, CPO Product Management at novomind.

As a fast-growing sales channel, e-commerce is of high strategic importance for Ahlers AG. In connection with its digitalization, the traditional company with a 100-year history is giving priority to sales activities in the online wholesale business and the connection to multi-brand online platforms. In this context, Ahlers is focusing on both e-commerce specialists and the e-commerce activities of physical retailers. Another goal of the fashion company is to win additional online dealers in Europe and continueto expand its marketplace business.

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