From fragmented web landscape to integrated product communication — how Bluhm Weber Group modernized its digital basis

The problems were manifold

• Fragmented websites without central data management
• Product information in various systems and formats
• Manual content reconciliation between countries
• No uniform brand representation
• Long time-to-market for new products and content
• No way to use product data in other channels

The trigger: Why now?

Three factors forced a relaunch:

1. brand modernization: New corporate design had to be implemented digitally
2. International expansion: New markets required scalable solutions
3. digital transformation: Product communication should be media-neutral and sustainable

The approach: Comprehensive relaunch with a central database

Phase 1: Strategy and Design (weeks 1—8)

A comprehensive concept was developed:

• Online style guide: New corporate design translated into Figma
• CMS architecture: Multidomain CMS instance (Silverstripe CMS) for eight countries in nine languages
• Content modules: 50 flexible content modules developed
• Product data modeling: Complex product types, variants and component structures modelled in PIM

upshot: Clear architecture for a scalable, international web landscape

Phase 2: Implementation and Integration (weeks 9—16)

The systems were set up and connected:

• Multi-domain CMS: Eight country websites on one instance with intelligent inheritance logics
• Advastamedia PIM: Central administration of all product data, variants and country-specific product ranges
• Modern search: Algolia integration for intelligent search via CMS and product data
• Advanced Features: forms, newsletters, event management, references, glossary, white paper downloads

upshot: Integrated platform for product communication and content management

Phase 3: Rollout and optimization (weeks 17—20)

The launch was prepared and carried out:

• Go-Live: Eight country websites launched simultaneously
• training: Teams trained in the countries
• Monitoring: Performance and usage monitored
• roadmap: Next steps (dynamic PDF generation for data sheets) defined

upshot: Successful launch in September 2025

The results: Visible and international

Consistent brand representation

• All eight country websites follow the new corporate design
• Consistent user experience across all markets
• Modern, interactive presentation of products and solutions

Centralized data management

• Product information is maintained once and transferred to all countries
• Country-specific product ranges are shown
• Technical data, images, videos and 3D models are managed centrally

Intelligent inheritance logics

• Content can be transferred from Germany to Austria or Switzerland
• Manual coordination is no longer necessary
• Consistency is guaranteed

Expanded functionality

• Filter functions in product lists
• Detailed product pages with technical data
• Presentation of components, images, videos, and 3D models
• Direct contact with sales teams via “request a quote” forms

Media-neutral basis

• Product data can be used in other channels
• Dynamic PDF generation for data sheets is planned
• Use in sales materials is prepared

What made that possible? Proof Points

Service & methodology:

• Comprehensive advice from concept to design to operation
• Experience with international, multilingual websites
• Agile approach with regular milestones

Technical integration:

• Multi-domain CMS with intelligent inheritance logics
• Advastamedia PIM for complex product structures
• Algolia integration for modern search
• Hosting in Kittelberger's own data center

Comprehensive services:

• Concept, design, technology and operation from a single source
• Online style guide in Figma
• 50 flexible content modules
• Training and support

The message for you

If you're also struggling with fragmented web landscapes — if your country websites aren't consistent, if product data isn't managed centrally, if content isn't scalable — then it's time for a comprehensive relaunch.

The good thing: With a structured approach (Strategy → Implementation → Rollout), you can build a modern, international web landscape and immediately benefit from efficiency gains.