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Transforming Product Data Infrastructure for Omnichannel Retail and B2B Growth

Stadium Sweden AB is Scandinavia's largest sporting goods retailer, selling athletic apparel, footwear, and equipment from global brands and its own private labels through nearly 200 stores and a growing B2B channel serving more than 1,000 sports clubs across Sweden, Finland, and Norway. Managing product data consistently across these markets and business models depended on a platform that could keep pace, but the decade-old legacy PIM behind it had become increasingly difficult to maintain and adapt to modern retail requirements.

Company	Stadium Sweden AB
Industry	Retail
Sector	Sporting Goods
Region	Sweden (Headquarters), with operations in Finland and Norway
Sales channel	Omnichannel (B2C retail, e-commerce, B2B sales, marketplace)
Scale	Nearly 200 stores, over 1,000 B2B club customers, global and private label brands
Implementation partner	Avensia

FEATURES (EXTENSIONS)

Contextify plugin

AI translation integration

Image processing integration

Operational Scalability

Stadium doubled the size of its B2B Team Sales division without increasing administrative staff.

Reduced Translation Costs

Integrated AI translation models lowered localisation costs while keeping multilingual product content consistent.

Higher Platform Stability

The cloud native architecture significantly improved system reliability and uptime compared to the previous on premise setup.

Customised User Experiences

Role based permissions and tailored interfaces let different teams, including B2B sales reps, work efficiently from the same product data foundation

Enterprise Scale Data Management

The platform supports Stadium's growing catalogue across multiple markets, languages, and channels without added operational complexity.

Improved Agility

Teams can now adapt product data structures, workflows, and integrations faster, supporting new initiatives across retail and digital channels.

Stadium's product data lived inside a legacy on premise PIM system (Inriver) that had been in place for more than a decade and had become increasingly difficult to maintain or adapt to modern retail requirements.

Limited flexibility to modify workflows, introduce new integrations, or adapt to changing business needs.
Interface constraints forced teams to rely on manual workarounds and external tools.
System stability issues created friction in daily operations, especially when processing large volumes of product data.
As the business expanded across markets and sales channels, the platform struggled to support the growing complexity of product data.

Bluestone PIM acts as Stadium's central product data hub, bringing together product information from across the business and preparing it for every sales channel.

For private label products, data originates in the PLM system, where initial specifications and structure are defined, before moving into ERP systems where pricing, logistics, and availability are added.
Bluestone PIM enriches incoming data with marketing content, detailed attributes, and media assets, turning internal product data into customer ready information.
Externally sourced supplier data is brought into the same environment and standardised, so private label and third party assortments follow the same structure and quality standards.
Once enriched, product information is distributed automatically to e-commerce platforms, marketing channels, and sales touchpoints, all from a single source of truth.

PLM + ERP

Product specs, pricing, and logistics data created and maintained

Bluestone PIM

Structures, enriches, and governs one product record per market

Multi-market content

Product content adapted for language and market without duplicating work

Commerce & sales

Real-time publishing to e-commerce, retail, and B2B sales touchpoints

Contextify Plugin

Custom extension built with Avensia that simplifies workflows for Stadium's specialised teams, reducing manual steps and minimising errors

Role Based User Interfaces

Tailored interfaces and permissions let different teams, including B2B sales representatives, work efficiently with the same product data foundation

AI Translation Integration

Stadium's own AI translation models are integrated directly into the product data workflow, lowering localisation costs

Image Processing Integration

Custom image processing services connected to the platform support media asset handling within the product data workflow

Microservices Based Architecture

Cloud native, API based integration connects Bluestone PIM with ERP and other commerce platforms across Stadium's technology stack

PARTNERSHIP

Bluestone PIM x Avensia

Avensia partnered with Bluestone PIM to implement and tailor the platform to Stadium's retail and B2B operations. Together they built the Contextify plugin, extending Bluestone PIM's standard functionality to simplify workflows for Stadium's specialised teams. The result is a platform that supports both Stadium's omnichannel retail strategy and its distinct B2B sales workflows.