ROTHENBERGER Group – A Scalable Digital Platform for International Growth

The objective of the project was to continuously modernize the ROTHENBERGER Group’s digital platforms and establish a scalable foundation for multiple brands and international markets. YUM has supported the group as a technology partner for over a decade. The project followed an evolutionary approach: existing systems were retained while new components were added modularly and gradually integrated into a shared architecture. The goal was to leverage synergies across brands, accelerate international rollouts, and significantly reduce effort per brand and country website. The solution is built on a modular headless architecture with Storyblok as the central CMS for all brands and countries, combined with a central PIM system as the core data backbone. Product information is maintained once and reused across brands and markets. AI-supported translations enable the rapid rollout of more than 30 country websites for ROTHENBERGER. The platform is complemented by integrated B2B services such as Nexmart, Oxomi, and a dealer search with real-time availability. The result is a flexible, future-proof digital architecture that enables distinct brand experiences, presents complex product data in a user-centric way, and supports sustainable international growth.