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Stadium Future-Proofs Product Information with New PIM Solution

When Stadium, one of the Nordic region’s leading sports retailers, set out to modernize its digital ecosystem, its PIM quickly became a strategic priority. With complex B2C and B2B operations and multiple system dependencies tied to its existing PIM, Stadium needed a future-proof product information foundation that better aligned with its IT roadmap. 

Together with Avensia and Bluestone, Stadium went from an on-premise PIM solution to a scalable, cloud-native foundation designed to support both B2C and B2B growth.

mobile-stadium

Industry

Sports Retail


Geography

Sweden, Finland, Norway, Germany

 

Project scope

Product Information Management

Website

Stadium.se

Solutions

Bluestone PIM

 

Visit Stadium's website

 

The Goal A More Efficient and Scalable Commerce Foundation

Replacing the PIM system was not just a technical upgrade for Stadium, but part of a broader transformation toward a more agile and scalable digital architecture.

Several strategic goals guided the initiative. Together, these goals shaped the requirements for the new PIM platform and the surrounding digital architecture:

Move from manual processes to automation

Many workflows relied on manual handling of product data. By introducing more automated processes, Stadium aimed to increase reliability while freeing up time for higher-value work.

Accelerate time-to-market

Faster product launches and updates were critical to staying competitive. A modern PIM platform would enable teams to work more efficiently and reduce bottlenecks in the product information flow.

Transition from on-premise infrastructure to cloud-native SaaS

Moving from an on-premise system to a cloud-native platform would significantly reduce maintenance efforts while allowing internal teams to focus on innovation and development.

Enable real-time product data flows

The previous setup relied heavily on batch processing. By moving toward real-time data flows, Stadium could improve stock accuracy, shorten lead times and enable more responsive operations.

The Challenge Modernizing Without Losing Core Functionality

Stadium’s previous PIM system had served the organization for years. However, while the system supported many critical processes, it no longer aligned with the company’s long-term IT strategy. Stadium realized that to upgrade and change future systems, they also needed an upgrade of their PIM.

Key challenges included:

Balancing modernization with functionality

The existing PIM supported a wide range of capabilities developed over many years. Stadium needed a modern platform, more in line with their vision, but they also wanted to retain much of the functionality that their teams relied on daily.

Supporting B2C and B2B operations

Stadium operates across both business-to-consumer (B2C) and business-to-business (B2B) channels. Managing product information across these two business models requires flexibility, structure and scalability.

Increasing efficiency without increasing headcount

Stadium also wanted to scale its B2B assortment while keeping its workforce the same. This meant moving away from manual processes toward automation and smarter workflows.

The Solution A Strategic Shift to Bluestone PIM

Avensia stepped in early in the process, acting as a strategic advisor and the central coordinator across stakeholders. The main task was to help Stadium evaluate potential solutions and guide the platform selection process.

Bluestone PIM was ultimately selected as the new foundation. Together, we carefully mapped which existing capabilities needed to be supported, what adaptations were required and how the new platform could enable future innovation.

A Hybrid Collaboration Model

The project was delivered through a hybrid team model that combined the strengths of multiple stakeholders. Stadium contributed internal consultants with deep domain knowledge of their product data and workflows. Avensia provided implementation expertise and architectural guidance. Bluestone participated throughout the process as a strategic partner and product expert. Stadium’s existing trusted IT partner was also involved in the broader ecosystem.

With many actors working in parallel, Avensia served as the coordinating hub for the project. Acting as the central point of contact, we ensured alignment between teams, technologies, and project priorities.

Migrating Complex Product Data

A key part of the implementation was safely migrating Stadium’s extensive product information into the new platform. Stadium’s previous PIM contained large volumes of structured and business-critical product data.

To ensure a smooth transition, Avensia developed a custom migration tool to securely and efficiently move data from one PIM system to another.The new PIM setup was designed as a multi-site solution, supporting both B2C and B2B operations from a single product information backbone.

The migration included approximately: 

150 K

Products

600 K

Product images

5

Stadium sites supported by data

Coordinating Integrations

Replacing a PIM also impacts a wide range of surrounding systems. In Stadium’s case, seven integrations needed to be redesigned to work with the new platform.

Rather than building the integrations directly, Avensia focused on defining the architecture, detailing requirements and coordinating the different teams responsible for each integration.This ensured that the broader system landscape could evolve while maintaining stability across the ecosystem.

Enabling Better Workflows and New Capabilities

Beyond the technical implementation, the project also focused on improving internal workflows. Avensia onboarded 90 Stadium users to Bluestone PIM, ensuring teams across the organization could quickly adopt the new platform and take advantage of its capabilities.

During the project, we also challenged Stadium to rethink parts of their existing processes. One example was the way product images were handled. Together, we developed a dedicated Image Upload Application that allows Stadium’s photographers to upload images directly into the system. The application removes several manual steps and automates parts of the workflow, making the process faster and more efficient.

Quote
Avensia quickly developed a deep understanding of our business and our needs. Combined with Bluestone’s flexibility, we were able to identify smart solutions while establishing a strong foundation for future development.
Oscar Holmstedt, Product Information Specialist, Stadium
bag with sports equipment

The Results

A Flexible Foundation for Growth

The new Bluestone PIM implementation was a success and has provided Stadium with a modern, scalable, and flexible foundation for product information management.

An additional outcome was a shift in Stadium’s translation process. The company moved away from traditional translation services and introduced AI-based translation, saving a huge amount in annual costs. While Stadium led this initiative internally, Avensia contributed support during the transition. Key results include:

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Simplified collaboration

The new platform is easier for both Stadium teams and third-party consultants to work with. Its open architecture enables faster changes and greater flexibility.

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Lower total cost of ownership

Moving from an on-premise system to a cloud-native SaaS platform has reduced maintenance costs and allows resources to focus on development and innovation.

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Increased autonomy

Teams can now make changes and improvements themselves without relying on complex external processes.

A Strong Foundation for Future Innovation

For Stadium, the PIM transformation was about much more than replacing a system. It was about building a foundation for the future. With a modern PIM in place, Stadium can move forward with other planned system upgrades. The new foundation removes critical dependencies and unlocks further innovation across the digital landscape.

By combining a cloud-native PIM platform, improved workflows and strong cross-team collaboration, Stadium now has a product information backbone that supports both current operations and continuous growth.

Want to know more about how we helped Stadium build a new PIM-solution? Get in touch!