Triumph Motorcycles rides into global expansion powered by a composable tech stack, in partnership with Akeneo

13 May 2025, London, UK – Triumph Motorcycles has completed its strategic transition to a composable technology stack, anchored by a robust Product Information Management (PIM) system from Akeneo, the Product Experience (PX) company and leading provider of Product Information Management solutions.  This has enabled it to efficiently manage and tailor its product offering across diverse global markets to drive international growth.

Established in 1902, Triumph Motorcycles has been manufacturing motorcycles for over 120 years. For more than three decades, Triumph Motorcycles has been based in Hinckley, Leicestershire, and has produced iconic bikes that perfectly blend authentic design, character, charisma, and performance.

With a sharp focus on what riders across the world are looking for, a passion to deliver the perfect ride for every customer and attention to detail that delivers the highest quality motorcycles, Triumph offers a growing range of category-leading motorcycles.  This spans Modern Classics, Roadsters, and Adventure bikes, with every model exemplifying Triumph’s iconic style, quality, and performance.

However, Triumph Motorcycles faced significant challenges expanding its global operations due to its legacy technology infrastructure, which lacked the flexibility and scalability needed to support rapid expansion and the increasing complexity of its product portfolio. 

Additionally, the lack of a centralised, efficient system for managing product data led to inconsistencies and errors, impacting the customer experience.  The limitations of its legacy system ultimately impeded its ability to capitalise on global market opportunities and expand into new territories effectively.

Triumph Motorcycles recognised the need for a transformative solution and embarked on a strategic transition to a composable technology stack, with Akeneo PIM as its foundational layer.  This allowed it to streamline its product data management, enhance operational efficiency, and accelerate its global expansion.

By leveraging Akeneo, Triumph gained the ability to efficiently manage product introductions, enhancements, and localisations, supporting a tailored approach in each market by providing a centralised hub for clean, enriched product data. 

Additionally, Triumph implemented a new governance model to ensure proper access control throughout the product enrichment lifecycle, addressing its previous challenges with data integrity. 

Within the past year, Triumph has successfully expanded its operations into three additional countries – the US, France and Germany – a testament to the effectiveness of its new approach.  This expansion was made possible by the ability to quickly and accurately adapt product information to meet the specific needs of each new market, showcasing the power of a PIM-centric, composable architecture.

Triumph’s eCommerce manager commented: “Not only have we achieved record sales levels, but we’ve done it without the influx of web-related issues we’ve always had.” 

Justin Thomas, VP Sales, EMEA North, at Akeneo commented: “Product experience is the keystone for global commerce.  By integrating Akeneo PIM as a foundational layer to its composable tech stack, Triumph has created a single source of truth for all product data, allowing information to be efficiently translated, localised and put into context for each location and sales channel ultimately delivering profitable and sustainable growth.”