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1. September 2020

GRUBE relies on novomind iPIM for e-commerce and efficient data publishing

Digital Commerce
Portrait Daniela Köhler

by Daniela Köhler

Publications officer

Specialist retailer for forestry and hunting equipment introduces central high-quality product information management system for 14 European online shops in six languages / novomind iPIM Print facilitates catalog production

GRUBE KG Forstgerätestelle has chosen novomind iPIM and the novomind iPIM Print module from novomind AG as the central product information management system for its e-commerce strategy. The system will be implemented by novomind partner Emmet Software Labs.

Offering more than 30,000 items, GRUBE, which is headquartered in Bispingen (Lower Saxony), is one of the largest suppliers of forestry tools, hunting apparel and equipment. The company’s product range covers everything from A for axe to Z for zip-off pants. Looking back on a long tradition, GRUBE is the leading mail-order firm in this field with headquarters in Germany. Besides its German main location, GRUBE has subsidiaries in ten other European countries.

The PIM system from Hamburg-based software developer novomind will supply data to 14 European online shops and sub-shops in six different languages (including, and An external digital asset management (DAM) system will be connected for this purpose.

“Up-to-date and structured product information is essential for pushing ahead with our further internationalization and growth as part of our e-business strategy. These are ideal conditions to leverage synergies within the entire GRUBE Group,” explains Marco Katenkamp, Head of PIM at GRUBE. “With novomind iPIM, we have chosen a powerful product information management solution which simplifies data maintenance, improves data quality and, thanks to the Print module, also facilitates the in-house production of our mail-order catalogs.” 

The novomind iPIM Print module, which replaces the Easy Catalog system, will ensure more efficient data publishing. novomind iPIM Print permits to control the complete print workflow for offline advertising materials. This simplifies the production of GRUBE’s various themed, seasonal, special and specialist catalogs, some of which have more than 500 pages and are published several times a year and in different languages.

“novomind iPIM is a sales-oriented high-quality product information management system which makes it possible to increase the performance in omni-channel commerce while streamlining processes at the same time,” says Markus Rohmeyer, CPO Product Management at novomind. “The more up-to-date the product data, the faster can customers find the desired article in the online shop. This helps increase customer satisfaction and reduce the return rate.”

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