"Today, thanks to Contentserv, product data is always up-to-date and available worldwide in more than seven languages."
Aline Mattes
Head of Pricing & Marketing Operations, Villeroy & Boch

With a legacy spanning over 270 years, Villeroy & Boch is an iconic brand known for its high-quality ceramics, elegant tableware, and lifestyle products that bring timeless style to homes worldwide. As the brand expanded its digital footprint, they needed a robust solution to unify and enrich product data across various channels. Contentserv empowered Villeroy & Boch to maintain exceptional product quality and consistency, creating seamless, engaging experiences for customers everywhere.
"Today, thanks to Contentserv, product data is always up-to-date and available worldwide in more than seven languages."
Aline Mattes
Head of Pricing & Marketing Operations, Villeroy & Boch
Villeroy & Boch is an internationally renowned manufacturer of stylish and innovative lifestyle products related to the art of the table, kitchen, bathroom and wellness. The company operates 14 production facilities in over 125 countries and manages ten other brands, in addition to the Villeroy & Boch brand. With an annual turnover of 833 million Euros, they are one of the world’s leading suppliers in the “bathroom and wellness” and “tableware” sectors not only in Europe but also in Asia and America, where its award-winning products are increasingly present.
As a leader in lifestyle products, Villeroy & Boch faced a critical need to strengthen its digital strategy, particularly for its expansive tableware portfolio. Their leadership aimed to reach consumers at every stage of their buying journey, seamlessly presenting relevant products and offers across both online and offline channels. Success meant ensuring that every piece of product content—images, rich details, and marketing information—was always up-to-date, localized, and ready for global distribution across stores, marketplaces, and catalogs. By choosing Contentserv’s Product Experience Cloud, Villeroy & Boch could elevate the quality of its product information and automate data transfer, allowing them to connect with consumers worldwide more meaningfully.
However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.
Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.
Villeroy & Boch set out to create a comprehensive digital project, starting with its Tableware division. With an international sales and marketing team managing product positioning, they needed a scalable, unified source of information that could eventually support a “single view” for 15,000 products and 120,000 digital assets. The brand’s manual processes for updating e-commerce content were costly and error-prone, risking customer loyalty and brand image. To maintain accurate, localized product information across all markets and channels, Villeroy & Boch sought a solution that would ensure customers always receive consistent, relevant content, no matter where they connect.
In addition to these initial objectives, there were two other quantified objectives: the implementation of the PIM solution should make it possible to increase the average value of orders and reduce product returns.
Lacoste evaluated five PIM solutions, and at the end of 2016, they selected Contentserv. Contentserv allows data to be quickly onboarded and adjusted via user-friendly, intuitive interfaces, and for information to be distributed across all sales media. A pioneer in the PIM industry and a leader for 20 years with an international customer portfolio, Contentserv has extensive experience in product information management.
Nearly two With Contentserv’s Product Experience Cloud, Villeroy & Boch transformed data management across channels, establishing a single source of product “truth.” Key outcomes include:
Through Contentserv, Villeroy & Boch achieved a 60% faster time-to-market, enhanced B2B and D2C experiences, and robust growth in their direct-to-consumer business, enabling unified, high-quality content delivery that resonates globally.
The Contentserv PIM solution provides great flexibility in data generation, with users managing an impressive amount of data (2,400,000 attributes, 24,000 references, and 172,000 ean/UPC barcodes). Export procedures integrated into the solution speed up the automatic creation and editing of catalogs and web pages, allowing Lacoste to export up to 40,000 items daily. Users can then assemble images, technical attributes, and prices by simply dragging and dropping them onto dynamic models subject to pre-established rules.
Other significant advances include the ease of creating new attributes such as information that allows consumers to refine their choices and maximize their shopping experience. This process used to take several months and now takes only 2 or 3 weeks. Furthermore, as fashion is governed by seasons, it is necessary to reconfigure entire offerings every six months. The Contentserv PIM solution allows Lacoste to maintain the attributes (about 300 per product) of the models that remain on sale, and thus, avoids rebuilding the catalog from scratch.
CHF 3.7 bn (2020) Annual Sales
Food Industry
Worldwide
Dairy products and vegan alternatives
15,000+ SKUs
bdigital assets
Online Print
Wholesale Supermarkets
Industrial Food Service
Business Partner SDZeCom GmbH
Contentserv solution: PIM & DAM
Contentserv solution: SaaS
However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.
Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.
Get in touch with one of our Contentserv experts to discover the Product Experience Cloud.