The way Akeneo PIM has made our product data management processes more smooth and seamless has been a key factor in our success, and was essential to meet our digital objectives.

Babolat was founded in Lyon, France in 1875 as a family-owned company that manufactured the first natural gut strings for tennis racquets. Babolat has since evolved into a specialist in manufacturing and distributing racquets and accessories for tennis, badminton, and other racquet sports. Their products are used by professional and recreational players worldwide. Today, the company employs 370 employees and maintains a global presence.

Babolat distributes its products through a network of distributors via a B2B website, a brand showcase website, and a print catalog.

Babolat needed to adapt its sales strategy to meet the expectations of players and retailers around the world while offering them quality product information. Setting up a complementary model of direct sales to the consumer quickly became a necessary step for the group. With this in mind, the work on product data enrichment had to be streamlined to satisfy both a B2B audience of distributors, retailers, coaches, and clubs, and as well as their new D2C (direct-to-customer) audience of tennis players.