May 2024

Dilling - A Danish Leader's Digital Journey

Woman posing

Number of products



Fashion & Apparel


Commerce Tools

Data Sources

XLS Sheets

Welcome to DILLING's PIM Journey!

Hey there! We've got an exciting story to share with you. Meet DILLING, a company with a rich history and a commitment to quality that spans over a century. They've faced their fair share of challenges, especially when it comes to managing product data. After collaborating with Ergonode, the situation underwent a transformation.

This case study is all about how DILLING took charge, got creative with solutions, and dove into Ergonode's PIM platform. So, come along and discover how DILLING's journey towards smoother operations and kick-butt marketing strategies unfolded. We promise, it's going to be a great read!

About DILLING: A Heritage of Quality and Sustainability

For over a century, DILLING has woven a story of dedication and excellence. Founded in 1916 by Andreas Bertelsen, who peddled his wife Mine Bertelsen's handcrafted wool underwear door-to-door, the company has evolved through generations. In 1985, a shift towards sustainable practices began, culminating in the acquisition of Denmark's oldest dyehouse in 1991.

In 1998, the sewing factory moved to Lithuania, and in 2001, DILLING earned EU Ecolabel certification. Morten Dilling Bertelsen, the fourth-generation leader, envisioned direct-to-consumer online sales, ensuring fair prices without compromising on quality or ethics. With a commitment to transparency, DILLING oversees its supply chain, guaranteeing animal welfare, environmental integrity, and fair working conditions. This family legacy, now in its fourth generation, is not just a business; it's a pledge to uphold a century-old tradition of quality and sustainability.

With a team of more than 300 members, DILLING manages a portfolio of approximately 5000 SKUs across eight diverse markets. Explore this case study to understand how Ergonode effectively tackled their challenges and discover their strategic roadmap for the future.


• integrating and aligning the PIM's data structure with the requirements and endpoints of CommerceTools
• cumbersome product data management, involving ERP, Excel, and CSV files for storing and distributing product information
• issues with data quality
• time-consuming data entry and updates, resulting in inefficiencies and potential errors
• inefficient workflow for product creation and updates
• cooperation with Smartling translators was not as efficient. The whole translation process involved significant effort, including multiple email exchanges and Excel flipping
• limited flexibility in customizing product presentations


• the primary focus centered on establishing seamless API connectivity, especially with CommerceTools, to ensure the effortless transmission of critical product data from the PIM to the eCommerce platform
• streamline the product data management process to enhance efficiency and ensure accurate and consistent product information
• simplify and automate the translation process to reduce manual effort and minimize the potential for errors in multilingual product information
• enhance marketing capabilities and save time (for example through effective use of product relations)
• maximize the potential of the template designer in Ergonode to create specific layouts for different products, further boosting marketing efforts

Why did DILLING choose the Ergonode PIM?

• SaaS / cloud based solution
• A good match of functionality and price
• UX: enhance marketing efforts
• Functional and user-friendly UI
• Flexibility of admin panel
• Adaptivity of the tool to meet unique business needs
• Ergonode supports Rest API and GraphQL
• Customer service and tech team is very fast in their response and help
• Opportunity to share ideas on system improvements and potential new features


DILLING took the initiative and handled the implementation and integrations with their systems independently, showcasing their expertise in adapting technology to suit their specific requirements. Ergonode is connected with the CommerceTools (their choice of a selling platform) via APIs. This integration enables the seamless transmission of relevant product details from the PIM to the eCommerce shop. The use of CommerceTools API endpoints for data synchronisation ensures instantaneous updates and coherence across platforms. This streamlined approach enables our client to effectively oversee and curate their eCommerce inventory, facilitating a dynamic and responsive online shopping journey.

One notable achievement was their creation of a tailored data model, finely attuned to their business demands. DILLING’s adeptness with Ergonode extended beyond the system's existing functionality. They astutely utilized entities, a feature yet to be fully implemented, to their advantage. Through this approach, DILLING effectively compartmentalized crucial product information, such as material and color, treating them as distinct entities that could seamlessly interact with their product listings.

This strategic move not only exemplifies DILLING’s ingenuity but also highlights the depth of their collaboration with Ergonode. By forging new pathways within the platform, they were able to unlock a level of customization that allowed for more nuanced and comprehensive product presentations, significantly enhancing their marketing endeavors.