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:

brand modernization: New corporate design had to be implemented digitally
International expansion: New markets required scalable solutions
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.