OSTERMANN

A Digital Transformation Driven by Growth 

OSTERMANN, Europe’s leading specialist for carpentry supplies, serves an expanding international customer base across numerous markets, storefronts, and languages. As the company scaled, so did the complexity of managing marketing content. Their teams were producing product information, campaigns, and catalog material in up to 12 languages across multiple online storefronts. This effort was weighed down by heavy manual work, duplicate editing, and outdated workflows. 

Recognizing the need for a unified platform, OSTERMANN chose Ibexa DXP as the central pillar of a new, future‑ready digital architecture — one that could support the company’s ambitions and eliminate inefficient processes. 

Vision: Replace fragmentation with a single source of truth 

Before implementing Ibexa DXP, the OSTERMANN marketing team faced a daily reality of repetitive copy‑paste work. Updating one piece of content could require editing it separately in newsletters, online storefronts, print documents, and other systems. 

Verena Uhlenbrock, Head of Marketing & E‑Business, described the situation clearly: 

"Copy‑paste is a useful function — but not all day long. We needed a solution that would let us reduce this process to an absolute minimum."

Verena Uhlenbrock, 
Head of Marketing & E‑Business, OSTERMANN

This vision — one content source serving every channel — became the guiding principle for the transformation. 

Why Ibexa DXP: A Platform Built for Multi‑Channel Complexity 

OSTERMANN selected Ibexa DXP not merely as a content repository, but as the central orchestrator of marketing content across: 

• Web storefronts 
• Campaigns 
• Printed catalogs 
• Newsletter channels 
• Multi-language variants 
• Future AI‑supported processes 

As Svenja Middelkamp, teamlead E-business explained: 

"We started using Ibexa as the frontend for our online shop and as our DXP for the entire marketing department, not just the shop."

Ibexa became the backbone supporting both digital and physical touchpoints. 

The New Architecture: Ibexa DXP at the Core of the Ecosystem 

In OSTERMANN´s redesigned system: 

• Ibexa DXP manages all content creation, localization, and multi‑channel publishing. 
• Adobe Commerce handles product data and transactional surfaces. 
• SAP provides customer-specific pricing and order data. 
• A centralized MAM manages all imagery accessed by Ibexa. 
• PrintSuite + InDesign Server generate multilingual print catalogs directly from DXP content. 

The result is a streamlined and modern content supply chain — with Ibexa as the authoritative source. 

One Source of Truth: A Breakthrough for OSTERMANN's Marketing Team 

After implementation, OSTERMANN achieved what it had aimed for from the start: a substantial reduction in manual duplication.. 

Svenja highlighted the impact: 

"We no longer rely on copy‑paste work as a core part of our workflow. We have automatic processes, especially for translations."

Now, a single content item created in Ibexa automatically flows into: 

• Multiple national storefronts 
• Multilingual versions 
• Newsletter systems (integration in progress) 
• Print catalog layout pipelines 
• Updates are made once — and published everywhere

Industrial‑Strength Translation Workflows 

OSTERMANN operates across various storefront groups and 12 languages, with each storefront requiring its own combination of languages. 

Ibexa DXP structures this complexity through: 

• Defined translation triggers 
• Automated exchange with an external translation service 
• Channel‑specific variants as needed 
   

"We have optimized the translation process. It was very manual before — now it works very well with Ibexa."

Svenja Middelkamp
teamlead E-business, OSTERMANN

The DXP also supports evolving needs, such as new storefront integrations after establishing new branches. 

A Reorganized Content Team: Enabled by Ibexa 

Previously, OSTERMANN’s marketing organization was split into separate channel‑based teams. Ibexa enabled a fundamental shift: 

One unified content team producing channel‑agnostic content. 

Svenja explained the shift: 

“We now use one text for all channels and publish everywhere. We don’t need separate teams working on the same text anymore.” 

This restructuring was only possible because Ibexa DXP supports multi-channel publishing natively. 

Print Production Transformed: Reducing Time‑to‑Catalog 

A standout achievement in the project is the tight integration between: 

Ibexa DXP → PrintSuite → InDesign Server 

This allows: 

• Automated layout generation 
• Instant switching between languages 
• Perfect consistency between print and digital content 
• Reuse of templates and image structures 
• Rapid production of print‑ready catalogs 

Verena illustrated the impact: 

"We can switch languages in a few minutes. All content from Ibexa flows directly into the print document."

This would have been impossible under the old copy‑paste workflows. 

Results: How Ibexa DXP Enables OSTERMANN’s Strategy 

Conclusion: A Strategic Partnership Powered by Ibexa DXP 

OSTERMANN’s transition to Ibexa DXP is more than a technological upgrade — it is a strategic reinvention of how content is produced, managed, and delivered. With Ibexa DXP as the foundation, OSTERMANN now operates a sophisticated, automated, multi-channel marketing engine. 

As Verena summarized: 

"In total, we’ve made great things with Ibexa. The complete go-live — all channels connected directly — was a great experience."

Verena Uhlenbrock, 
Head of Marketing & E‑Business, OSTERMANN

OSTERMANN now stands prepared for the next decade of digital innovation, supported by a platform designed for scalability, consistency, and global reach. 

AI technology was used as a supportive tool to assist with [drafting/brainstorming/summarization], while all final content was reviewed/refined by the Ibexa marketing team.