Lindex, one of Europe’s leading fashion brands, is embracing innovation to support its growth and multi-channel strategy. With over 500 stores across 18 markets and a growing online presence in 28 countries, the company faced a critical challenge: communicating product and campaign information consistently across all channels.
To address this, Lindex partnered with Columbus to implement a new Product Information Management (PIM) solution based on inRiver software.
Maria Skutberg, Project Manager at Lindex, explains:
“Some time ago, we realised that it was a great challenge for us to communicate with our customers across our channels holistically. We had product and campaign information stored in different places, in Word, Excel, PDF, and in different folders, and it was a challenge to keep track. The risk of error and duplication of work was too high. We needed a major change to drive our multi-channel strategy, and we were looking for a reliable solution.”
Summary of the solution
Columbus delivered a PIM system that brings simplicity, accuracy, and scalability to Lindex’s processes.
The key benefits include:
Always correct product information: Marketing teams have access to up-to-date, centralised product data, ensuring consistent communication across all channels.
Flexible language management: Operating in 18 markets, Lindex now efficiently manages translations and localisation, reducing errors and saving significant time.
Automated image processing: All product images are handled in one place with standardised naming conventions, making image management fast and reliable.
Custom modules for campaigns: Columbus implemented modules to manage campaigns, allowing Lindex to scale marketing activities without increasing the workload.
The impact on the marketing department was immediate:
“The new system has streamlined our work and simplified our processes a lot. There was even applause in the marketing department when they had their first training session!” — Lindex Marketing Team
- Retail & Distribution
- Digital Commerce
- Sales, Marketing, Customer & Field service
Strategy
Following Columbus’ guidance, Lindex implemented a centralised Product Information Management (PIM) system based on inRiver to streamline its multi-channel operations. The new solution ensures accurate data, automated image handling, and flexible language management, supporting Lindex’s growth and scalable campaign-driven strategy across 18 markets.
About Lindex Lindex
Lindex is a leading European fashion retailer with more than 500 stores in 18 countries and an online shop serving 28 markets. Known for its fast fashion, sustainability initiatives, and customer-centric approach, Lindex is committed to delivering high-quality products while ensuring seamless experiences across digital and physical channels.
We wanted to create a scalable and expandable process for other countries without placing an increased burden on planning. With Columbus' PIM implementation and advisory, we’ve achieved exactly that
From product to campaign: A holistic approach
Unlike traditional PIM implementations that focus solely on product data, Lindex’s strategy revolves around campaigns, connecting texts, images, promotions, and product details. Maria explains:
“We can take our jeans campaign as an example: Our central marketing department creates the campaign and uses various media channels, such as email, TV, outdoor, and social media. We can also add offers, like a 20% discount for a week. Once the plan is laid out centrally, other countries can choose which media platforms to use and whether to adopt the proposed offers. The system gives us an overview of platforms in different countries, simplifying both work and communication.”
Implementation highlights
Maria also shares practical advice for companies adopting PIM:
“Make sure you understand the standard solution before customizing it. Load real products, images, and activities into a test version and test the full process. Only then do you see what is really needed. Also, have a dedicated person on the project who knows the business and processes—this ensures a successful implementation.”
Conclusion
By partnering with Columbus, Lindex has transformed its product and campaign management into a streamlined, scalable, and accurate process. The PIM system not only reduces errors and saves time but also empowers marketing teams to execute campaigns consistently across all markets. As Lindex continues its growth journey, this collaboration demonstrates how technology can drive operational excellence and elevate customer experiences.
“We wanted to create a scalable and expandable process for other countries without placing an increased burden on planning. With Columbus' PIM implementation and advisory, we’ve achieved exactly that.” — Maria Skutberg, Project Manager at Lindex
The new system has streamlined our work and simplified our processes a lot. There was even applause in the marketing department when they had their first training session!
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