The Zumtobel Group is one of Europe’s leading lighting companies
Its business model is internationally focused, brand-driven, and highly project-oriented. As the Group has grown, its digital landscape has also evolved organically over the years—featuring diverse websites, market-specific solutions, and highly customized processes.
A digital landscape at the next stage of development
This complexity increasingly became an operational challenge: managing the customer journey, scaling, and consistent brand management were only possible with significant manual effort. Navigation, search, and service processes followed different logics depending on the market, and commerce functionalities varied widely.
A challenge for the Zumtobel Group
For those responsible for commerce and digital initiatives, a central question thus came into focus:
How can an expansive digital landscape be transformed into a scalable platform that brings brand management and international growth even closer together in the future?
Specifically, the goal was to take the next step in development: How can the Zumtobel and Thorn brands be brought to life digitally in a way that reflects their strengths? Management’s objective was therefore clearly defined: to create a robust, scalable commerce and content platform that guides customers, enables self-service, and serves as a sustainable digital foundation for the long term.
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The Solution: A Multi-Brand Commerce Platform with Clear Operational Logic
The result is a modular multi-brand platform that seamlessly integrates brand management, commerce, and self-service—while being deliberately designed for long-term scalability.
Clear brand worlds, consistent user experience
Users initially navigate within the respective brand world of Zumtobel or Thorn—each with its own tone, visual identity, and product logic. However, navigation, interaction patterns, and page structure follow a unified experience framework. This reduces complexity, facilitates switching between brands, and creates brand recognition across all markets.
One login, many role models
A central login forms the basis for differentiated role and usage concepts. Dealers, electricians, planners, architects, and project-driven customers each receive the functions, content, and services relevant to their role. The platform precisely controls who can see and do what—thereby creating a scalable foundation for self-service.
The Neutral Workspace as the Productive Core
After logging in, users are directed to a cross-brand, neutral workspace. All core functional elements are consolidated here:
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Shopping carts and orders
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Tools and Services
- Documents, settings, and project-related data
This separation of brand space and functional space is a key platform lever: it preserves brand identity while enabling efficient further development.
Integrated Search and Commerce Functionalities
A cross-brand search ensures quick navigation—regardless of which brand world the user is in. Commerce functions are seamlessly integrated and tailored based on roles and markets: ranging from complete ordering processes to information and offer functions. This creates a scalable commerce approach that accounts for different market conditions and levels of maturity.
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Result: A scalable platform foundation with strategic added value
The platform is already successfully live in several countries and now serves as the central digital backbone of international market development. Click here to visit the new Zumtobel and Thorn platform: www.zumtobel.de www.thornlighting.de In the markets, it is perceived as a modern, brand-strong showcase. At the same time, structured self-service options, clear customer journeys, and integrated commerce functions reduce the workload on sales and service teams. Above all, however, the Zumtobel Group now has a digital foundation that enables growth, makes complexity manageable, and creates space for new services.
Together with SYBIT, we have built a digital foundation that can grow with us. It is not a standalone IT solution, but a platform that will support our brands, markets, and digital business models for the long term.
Success Story
What do you think of the Zumtobel Group’s experience with SAP and SYBIT?
Learn how the Zumtobel Group, in collaboration with SYBIT, built a scalable multi-brand commerce platform for the Zumtobel and Thorn brands. The result is a digital foundation that intelligently integrates brand management, commerce, content, and self-service features, and can be further developed on an international scale. Users benefit from clear customer journeys, role-based functions, cross-brand search, and more efficient service and sales processes.
Would you also like to take your digital sales, service, and content strategy to the next level? Our experts will help you develop scalable platforms that effectively combine brand strength, efficiency, and customer value.
Mail: sales@sybit.de
Tel.: +49 7732 9508-2000