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- English
- Français
- German
- Polski
SUCCESS STORY
flaconi is one of Europe’s leading online retailers for beauty and fragrance, serving over 5.5 million active customers with around 45,000 products from 1,000 brands across multiple European markets. Headquartered in Berlin, the company is pursuing an ambitious international expansion strategy, entering new countries at speed while keeping the online experience consistent and premium. To support this growth, flaconi needs high-quality, timely product data and images flowing seamlessly into its webshop so customers can discover and buy new items the moment they launch.
As it grew and scale, flaconi’s product data model was split between its ERP system and webshop, with additional tools in play and no single source of truth. Responsibility for data changes was unclear between teams, and end users had to work in multiple systems. This fragmented setup made the item onboarding process complicated and confusing for users for users and slow for the business.
On average, it took 48 days from signing a supplier contract to having a product available for purchase online. During that time, flaconi was already allowed to sell the item, but it simply wasn’t visible in the webshop, resulting in lost revenue and missed marketing development funds (MDF). The team knew they needed one system to streamline item onboarding, improve data ownership, and remove manual work from the process.
flaconi selected Syndigo for its cloud-native architecture and low-code configurability, after comparing four different solutions. Syndigo’s Product Information Management (PIM) solution, a cloud-native SaaS platform for centralizing, enriching, and syndicating product content across channels, became the core system for managing all product information data. At the same time, flaconi adopted Syndigo’s Master Data Management (MDM) capabilities, a multi-domain, cloud-native solution that unifies critical data (such as brands, responsibilities, and internal owners) across the business.
With Syndigo PIM in place, flaconi consolidated its product data model into a single environment, eliminating the need to juggle multiple systems and spreadsheets. Using Syndigo MDM, flaconi now maintains clear responsibility for each brand and item—assigning dedicated contacts in intermediary, master data management, and supply chain teams—then uses that information to drive workflows and task assignments inside the item onboarding process. The low-code configuration approach means flaconi does not need full-stack engineers to change the data model or build integrations; instead, team members with strong system and data-flow understanding can use Syndigo’s tools to make impactful changes quickly.
To further reduce manual effort, flaconi is rolling out a supplier portal approach on Syndigo’s cloud, granting suppliers direct access so they can create and manage items themselves—either via Excel uploads or manual entry—rather than sending bespoke Excel files to flaconi’s team. This shift helps standardize data structures, reduce copy-and-paste work, and bring suppliers closer to flaconi’s own data model from day one.
By unifying its data model in Syndigo PIM and MDM, flaconi has significantly improved overall data quality and gained much better insight into its assortment and categories. With all product data in one place and clear ownership embedded in workflows, the item onboarding flow is now much faster, eliminating breaks between systems and giving teams a single, reliable process. This acceleration allows flaconi to align go-live dates with supplier marketing campaigns, securing MDF and capturing more revenue when products launch in each market.
Following go-live, flaconi worked with Logiklee, Syndigo’s certified implementation partner, to support the ongoing optimisation and evolution of its PIM and MDM environment.
Logiklee supported flaconi and Syndigo with configuration refinements, operational topics, and continuous improvements as new markets, suppliers, and use cases were added. This collaboration helped ensure the platform remained aligned with flaconi’s processes while scaling to support international growth.
48 days reduced to a much faster time to online, by removing breaks between systems and manual steps.
Launch of 7 new countries and 7 new languages with the same-sized operational MDM team, even as the assortment grew.
Improved data quality and deeper insight into items and categories to support better decisions.
Less manual copy-and-paste work thanks to standardized processes and a supplier self-service model.
“Today our item onboarding is much faster, and we can finally align launches with our suppliers’ campaigns.”
Since implementing Syndigo, flaconi has launched seven new countries and seven new languages while keeping its operational master data management team at the same size, even as the assortment continued to grow. This demonstrates a substantial efficiency gain: flaconi can expand quickly across Europe without needing a proportional increase in operational headcount. The standardized processes and higher data quality also create a stronger foundation for analytics and AI use cases, enabling smarter decisions on items and categories.
flaconi views AI and data quality as inseparable: without strong data, AI use cases either underperform or are limited to highlighting weaknesses. With Syndigo as its central product content hub, flaconi can more confidently apply AI for tasks such as translating product data and enriching digital assets. For example, the company uses AI to adjust product images so they have a consistent look and feel, centering product photos to match flaconi’s aesthetic before sending the updated images back into Syndigo and then out to the webshop.
This closed content loop – from supplier data to Syndigo PIM and MDM, through AI-driven enhancement, and back to the webshop – gives flaconi a more scalable way to deliver high-quality, on-brand experiences across each new market. It also reinforces the importance of a unified, governed data model to make AI more effective over time.
flaconi’s next big step is expanding its supplier portal model so vendors can directly onboard and maintain their product data within Syndigo’s cloud environment. By standardizing how suppliers submit information, flaconi aims to eliminate remaining manual transformations and create an even more efficient, self-service onboarding journey. This will allow internal teams to focus more on data quality governance, category and assortment strategy, and innovation rather than routine data entry.
As flaconi continues its European expansion, the company plans to deepen its use of AI to analyze and enhance both product data and digital assets, relying on Syndigo’s unified data model as the backbone. With a robust, cloud-native PIM and MDM foundation in place, flaconi is well-positioned to launch more markets, support more brands, and keep delivering a consistent, high-quality beauty experience to millions of customers online.
“With Syndigo’s cloud-native PIM and MDM as our single source of truth, we transformed a fragmented, spreadsheet-driven onboarding process into a fast, scalable engine for international growth—cutting our time to online, aligning product go-lives with supplier campaigns, and empowering our teams and suppliers to collaborate directly in one system, so we can focus on data quality, AI-driven innovation, and bringing new beauty products to customers across Europe faster than ever.” Rayk Wichmann, Team Lead Enterprise Apps, Flaconi GmbH
