Groupe Dynamite

Before implementing Akeneo, Groupe Dynamite relied on an internally developed PIM system that had become increasingly outdated and difficult to scale. While the legacy platform remained connected to ecommerce and core operational systems, it no longer aligned with the company’s evolving business requirements or long-term growth ambitions.

Over time, missing functionality within the legacy PIM forced teams to distribute product management responsibilities across multiple systems, including eCommerce platforms and other supporting technologies. This fragmented ecosystem increased operational complexity, reduced visibility, and made governance more difficult to maintain across the organization.

The challenge was particularly significant given the realities of fashion retail. Groupe Dynamite manages thousands of SKUs with highly complex variation structures involving size, color, fit, seasonal collections, and extended lengths. Product data needed to support both customer-facing experiences and internal operational workflows while moving at the pace required by the fashion industry.

At the same time, the company was preparing for international expansion into additional markets, introducing new localization, compliance, and ecommerce requirements. Replacing the legacy PIM therefore required a complete restructuring of the product data ecosystem while maintaining uninterrupted operations for approximately thousands of active products.

To support this transformation, Groupe Dynamite partnered closely with Datmos and Akeneo to lead the end-to-end PIM strategy, architecture, and implementation. The initiative focused on establishing Akeneo as the centralized single source of product truth across both Garage and Dynamite while rebuilding the broader product data infrastructure around a more scalable and governed foundation.

The implementation included a complete restructuring of the company’s product data model to better reflect the complexities of fashion merchandising. Parent-child product relationships were redesigned to centralize enrichment at the parent-product level, reducing duplication across SKUs and enabling more efficient product management workflows.

Datmos also rebuilt integrations between Akeneo and the company’s ERP, ETL, and ecommerce systems to ensure reliable synchronization and trustworthy product activation across all channels. Automation and rule-based governance mechanisms were introduced to improve consistency, streamline enrichment processes, and reduce manual workarounds throughout the organization.

One of the most impactful innovations was the development of a custom product association application within Akeneo. In fashion retail, customers often perceive multiple SKUs—such as tall, regular, and short jean lengths—as variations of the same product, even when backend product structures differ due to manufacturing or composition differences.

Previously, managing these relationships required nearly ten manual steps within the standard interface. The custom application simplified the process into a single action, dramatically improving productivity while creating a more intuitive internal experience. The tool also enhanced visibility into parent-child relationships and aligned internal product structures more closely with the customer-facing ecommerce experience.

The Result: Building a Foundation for Fashion Growth

 Since implementing Akeneo PIM, Groupe Dynamite has significantly improved operational efficiency, governance, and scalability across its merchandising and product management operations. By centralizing and normalizing product data within a single platform, the company eliminated fragmentation and established a far more structured and reliable operating environment.

The redesigned data architecture and custom product association application generated substantial productivity gains for internal teams. Tasks that previously required nearly ten manual steps can now be completed in a single action, streamlining alternate style management and simplifying the handling of extended sizing variations critical to fashion retail operations.

Centralizing enrichment at the parent-product level also reduced repetitive work across tens of thousands of SKUs, enabling teams to focus more energy on strategic merchandising and customer experience initiatives rather than manual corrections or workaround processes.

Beyond operational improvements, the implementation established a scalable digital foundation capable of supporting Groupe Dynamite’s long-term international growth strategy. By replacing technical debt with structured governance, normalized data, and scalable integrations, the company is now positioned to expand into new markets and channels without compromising product consistency, speed-to-market, or brand integrity.

The result is a future-ready product experience ecosystem that enables Groupe Dynamite to operate with the agility, efficiency, and scalability required of a modern global fashion retailer.