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MUSTAD

Explore how a 194-year-old global manufacturer rebuilt its ecommerce foundation with Virto Commerce, connecting structured product data, localized dealer portals, and scalable B2B ordering across 13 markets.

194

years of industrial heritage

global markets

160+

countries served

PIM + ecommerce

transformation in progress

Key Achievement

MUSTAD established a scalable foundation for global B2B ecommerce by implementing Inriver PIM and Virto Commerce in parallel, allowing structured product data to support localized dealer portals across 13 entities.

“

The look and feel per market is completely different… that flexibility per entity, per shop, works way better than we had before.

Erik LokhorstGlobal ERP Lead, MUSTAD

Challenge

MUSTAD needed to modernize a fragmented digital landscape where product data was scattered across systems and teams, while regional ecommerce storefronts operated with limited coordination.

The 3 strategic priorities for the transformation were:

Create a single source of truth for product data
Replace disconnected storefronts with a unified commerce backbone
Support localized B2B ordering across 13 global entities

Solution

Virto Commerce and Inriver PIM enabled MUSTAD to connect product data and ecommerce in one architecture, supporting localized storefronts, dealer ordering workflows, and phased global rollout.

Centralized product data: Inriver PIM became the structured source for product information, images, documentation, and supporting materials.
Composable B2B commerce: Virto Commerce enabled localized storefronts, fast navigation, and scalable dealer ordering across entities.
Partner-led implementation: Innovadis guided the transformation based on deep knowledge of MUSTAD’s ERP, PIM, and ecommerce requirements.
Scalable foundation has absorbed new brands, markets, and fulfillment partners since 2017 without structural rework, giving Bosch the operational flexibility to expand its European partner program.

Result

MUSTAD’s rollout is ongoing, but the company has already established a stronger foundation for global ecommerce operations, product discovery, and dealer self-service. The new architecture allows MUSTAD to manage product data centrally, reuse it across markets, and support localized digital experiences without relying on disconnected systems.