SUCCESS STORY
Maxeda DIY Group is a market-leading DIY retailer operating more than 330 Brico, BricoPlanit, and Praxis stores across the Benelux, serving millions of consumers each week with home improvement products and services.
Maxeda’s long-term strategy centers on building a sustainable, efficient retail organization while keeping pace with evolving consumer expectations and new AI-driven ways to shop.
In pursuit of these goals, the organization realized it lacked one critical resource: a reliable foundation of accessible, accurate product content.
As Group Chief Digital Officer & Chief Information Officer, Erik Cuypers leads the digital and data agenda across Maxeda’s banners, ensuring product data, content, and technology infrastructure support an omnichannel, customer-first strategy.It was his mission to find a solution for this need, implement the necessary processes, and secure the right technology for the business’s needs.
Cuypers and his team sought a partner that could not only provide robust technology but also work closely with Maxeda’s organization—at every level—to truly understand its business and proactively shape its commercial strategy moving forward.
Maxeda needed a central Product Information Management (PIM) and Digital Asset Management (DAM) system to manage large volumes of product data and rich media across multiple brands, channels, and countries.
They also needed a platform with a clear vision for innovation, particularly around AI and emerging “agentic commerce” use cases, to ensure product content would remain discoverable and compelling as customers increasingly turned to generative AI tools for research and purchasing.
Maxeda selected Syndigo as its central PIM/DAM platform, choosing it both for product strength and for the way the Syndigo team collaborates with Maxeda’s people. “We choose Syndigo because it was not only the best, but also the way we work together,” Erik said. “It’s a real partnership. And that’s the reason we choose Syndigo so long ago.”
Syndigo’s cloud-based PIM centralizes and governs all product data from Maxeda’s diverse, international supplier base in one place, while Syndigo Digital Asset Management (DAM) manages and distributes associated images, documents, and rich media across channels.
This creates a single source of truth for product data and content, enabling consistent information across Brico, BricoPlanit, and Praxis while simplifying internal processes for managing updates and new assortments.
The platform modernization has already delivered substantial business benefits: Improved data quality controls help ensure that only valid product information is approved and published, while enhanced performance and automation have increased efficiency across core data management processes. Tasks such as GS1 data imports, classification maintenance, reference data cleanup, bulk updates, and data model management can now be completed significantly faster and with less manual effort, helping accelerate time to market and improve operational productivity.
Looking ahead, Maxeda is well positioned to also take advantage of the latest AI-driven innovations, including Agentic AI capabilities and Generative Engine Optimization (GEO). These technologies help ensure that trusted, structured product content is easily discoverable, understood, and surfaced by AI agents, search experiences, and large language models, supporting greater product visibility and helping consumers find accurate information wherever they engage.
With Syndigo as its central PIM/DAM system, Maxeda has streamlined how it manages and distributes product information and media across multiple retail brands and markets, reducing complexity and increasing internal alignment around a single, governed source of product truth.
The long-standing collaboration – dating back to 2015 – has helped Maxeda continuously modernize its product content capabilities while maintaining stability for day-to-day operations, enabling the retailer to focus on delivering better DIY experiences for customers in stores and online. Syndigo’s partnership has helped the retailer adapt to major trends and shifts in consumer behavior. “What I really love about Syndigo is their vision about innovation, the way they integrate all stuff about AI that you now have coming in their ecosystem and their platform,” Erik shared. “It’s about Agentic, it’s about GEO, it’s about all these kinds of things that we need in these times.”
By preparing its structured product data for AI-driven discovery via capabilities like Syndigo OpenAI Connect and Syndigo GEO, Maxeda is positioning its assortments to remain visible, comparable, and trustworthy as AI-assisted shopping becomes more pervasive.
Maxeda is actively upgrading to the latest Syndigo platform and leaning into Synapse, ensuring it can continue to tap into new capabilities around AI, agentic commerce, and generative engine optimization without disrupting core operations.
The retailer sees Syndigo as a strategic partner in its ongoing digital and data transformation, helping Maxeda keep product content accurate, rich, and easy to discover—whether customers are browsing in-store, online, or via emerging generative AI shopping experiences.
