Case study · AO Workwear
From product data frustration to scalable growth
It’s not an exaggeration to say it was night and day. We suddenly had stability, visibility, and explanations when something went wrong.
About AO Workwear
AO Workwear is one of Scandinavia’s leading online retailers of workwear and safety clothing.
What started as an e-commerce business focused on surplus inventory has grown into a multi-market operation with more than 200 brands, 15.000 products, and 260.000 active variants across Denmark, Sweden, Norway, Germany, and the rest of Europe.
Following its acquisition by AO Johansen, AO Workwear expanded from a pure e-commerce business into an omnichannel operation serving both online customers and physical stores.
01The challenge
Before implementing Struct, AO Workwear was using another PIM system as part of a broader all-in-one platform.
The system was also difficult to adapt as the business evolved.
As a fast-growing company with ambitious plans, AO Workwear needed a platform that could keep pace with changing requirements, support continuous improvement, and give internal teams greater control over their workflows.
We simply didn’t have an overview of our product data. We experienced sporadic errors that we couldn’t troubleshoot, and it became slow and expensive to maintain products.
Lene Dahl Knudsen, AO Workwear
02The solution
AO Workwear evaluated several alternatives before selecting Struct.
We have big ambitions and need to keep growing. Scalability has been essential in making that possible.
Julie Bøtcher Nielsen, AO Workwear
From the beginning, the team felt Struct understood their business requirements and actively contributed ideas instead of simply executing requests.
The flexibility of the platform allowed AO Workwear to create workflows that matched their way of working while maintaining full visibility across product information and processes.
Over time, Struct became a central hub for product data across multiple departments, including product management, marketing, customer service, analytics, and e-commerce.
Built to scale
A growing catalogue, an automated warehouse, and product data that keeps pace.
03The results
The company manages complex product information across multiple brands, channels, webshops, and markets while maintaining the flexibility needed to support continued growth. Key improvements include:
Significantly fewer data errors
Better visibility and control across product information
Faster product maintenance and administration
Improved collaboration across departments
Greater scalability to support business expansion
We wouldn’t be where we are today without a good PIM system. It’s as essential to our business as our ERP system.
Build your product data foundation
See how Struct gives your team visibility, control, and the room to grow.
