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COR centralizes product data to improve process efficiency 

With PIM/DAM as a single data source, the furniture manufacturer is changing its position: efficient, customer-oriented and future-proof. 


About COR

The family-owned German company from tranquil Rheda-Wiedenbrück manufactures furniture to meet the highest demands and has launched several designer classics since its foundation in 1954. Solid craftsmanship, individuality and attention to detail are part of the brand’s essence — which is why COR furniture is sold through exclusive specialist retail partners.

In addition, the company furnishes hotels, office buildings and even cruise ships. Renowned designers such as Luigi Colani, Peter Maly, Jehs+Laub and Pauline Deltour have designed unique furniture for both private and public spaces. Companies such as Google, Netflix and Spotify are among the references, as are various banks, hotels and corporate administrations such as Otto, BP and DHL. 

COR's target markets are mainly Germany and its neighboring countries, as well as the United States as the most important market outside Europe. With a team of around 220 employees, the company generated sales of around 45 million euros in 2021. 



Facts and figures

Have a look at a few key facts about COR's business model.



Annual turnover:
€ 45 million (2021)

Target market:

DACH, Europe and US

Target customers:

B2B and B2C

Type of products:

Premium seating furniture, tables, side tables, custom-made products 

Number of commercial products:

35 product lines with multiple variations

Number of digital assets:

Several tens of thousands 

Sales and marketing channels:

Specialist home retailers, online stores of specialist retailers, architects, planning offices 

Contentserv solution used:


Usage model:


Implementation partner:

hmmh multimediahaus AG

Challenges and implementation

The daily handling of product information at COR used to be rather traditional: The ERP system formed the basis for master data, while images, videos, etc. were stored in various locations in the individual departments. In the case of inquiries from partners, everything then had to be compiled in Excel lists and folders and forwarded in bulk.  

This approach worked but was time-consuming and involved redundant processes. Instead of optimizing bit by bit on a small scale, the decision was finally made to completely reorganize and establish a uniform data source.  

The pandemic also contributed to a shift: It made the digital product experience more relevant and, as a result, team collaboration at COR increasingly migrated to the digital domain. With remote work being more prevalent, location-independent access to a cloud-based system also became a necessity. 

Initial situation
  • Although basic product information is available centrally via the ERP, images and other information are often stored individually
  • Data usually has to be compiled manually when a trading partner requires certain product information. This usually takes up an unnecessary amount of time 
  • There are no clear guidelines for the creation of translations — which means that sometimes different translations are stored in the system for the same word 
  • Easy and quick access to price lists, images and all other product information via the cloud-based PIM/DAM solution 
  • Efficient maintenance processes and improvement of data quality and consistency through the PIM/DAM system as a uniform data source with software-supported business rules
  • Derivation of product information via standardized interfaces so that partners can work with the data directly in their systems
  • Clearly structured approval processes in the creation of catalogs and other advertising materials thanks to overarching collaboration with agencies and other parties involved via the Contentserv system
  • In the long term: developing a digital "knowledge repository " — for example, to access in advance exactly which spare parts or materials are needed when repairing older models
  • In addition, COR also wants to be well prepared for digitalization as ecommerce becomes increasingly important in the future, even for high-priced premium furniture.
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"I believe this development will continue to accelerate and we as a brand will have to disclose more information. Instead of continually optimizing insufficient parts of the process, it is wiser to build up a unique data source. With Contentserv, we now have exactly the right solution — both to efficiently handle product data and to secure our future viability." 

Tobias Janorschke, Project Management Digitalization at COR  


Why Contentserv?

  • The intuitive user interface of the Contentserv solution convinced from the start — confirmed by a frictionless onboarding later on 
  • Thanks to its simple usability, internal acceptance of the new software is high — a key factor when implementing profound changes to day-to-day work  
  • The PIM/DAM system can be easily configured for individual requirements. As Contentserv is fully responsible for the further development and safety of the system, COR does not have to reserve its own IT capacities for this purpose 
  • Next to the basic PIM functions, the cloud-based system enables efficient remote work 

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