CRG, the group behind the fashion brands JBC, CKS, and Mayerline, operates in a true multi-brand environment. While this structure offers significant commercial advantages, it also introduces considerable complexity in the way product data is managed across the organization. Multiple business units, different processes, and brand-specific requirements all need to coexist within a single product information landscape.

To support future growth and improve scalability across the group, CRG set out to implement a future-proof PIM platform that could provide greater visibility, stability, and flexibility across all brands.

Working together with YellowGround, CRG selected Centric PIM (formerly Contentserv) as the new foundation for its product information management. By adopting a phased implementation approach, the organization was able to maintain business continuity for JBC, CKS, and Mayerline while simultaneously building a scalable platform that creates room for further optimization and automation.

The Challenge

CRG’s multi-brand structure, consisting of JBC, CKS, and Mayerline, is organized across several business units, each with its own processes and operational requirements. Within the existing PIM environment, various workarounds had been introduced over time to support this complexity. While they enabled the business to continue operating, they proved difficult to scale and did not always provide a consistent approach across the different brands.

Performance issues in automated PIM processes placed additional pressure on the IT team. Large-scale updates, particularly during peak periods such as seasonal sales campaigns, required significantly more processing time than expected. As a result, it became more difficult to respond quickly and reliably to changes across the different brands while maintaining operational stability.

More specifically, CRG was looking for:

• Better visibility into data quality across brands and business units
• Less dependence on temporary workarounds
• A scalable PIM foundation for the entire group
• Greater autonomy for the internal technical team in configuring and managing the platform across all brands

Our Approach

Together with YellowGround, CRG selected Centric PIM for its extensive functionality, flexibility, and the ability to gradually transfer configuration and platform management to the internal team. To minimize risk while delivering value to all brands as quickly as possible, the implementation was deliberately divided into two phases.

Phase 1: A rapid go-live while maintaining business continuity

The first phase focused entirely on stability and speed. Within a very short timeframe, Centric PIM was deployed with the same core functionality as the previous solution, complemented by targeted improvements for JBC, CKS, and Mayerline.

During this phase, YellowGround and CRG’s central IT team implemented integrations with:

• ERP
• Order Management System (OMS)
• Kiosk
• E-commerce platform
• Digital Asset Management (DAM)

The project was delivered through a close and pragmatic collaboration, supported by several recurring alignment meetings each week. Wherever possible, the internal team took ownership of repetitive configuration tasks, guided by templates, examples, and best practices provided by YellowGround. This approach not only accelerated the implementation but also ensured that valuable platform knowledge was embedded within the organization from the outset.

The project also addressed several functional challenges. To manage visual assets with specific usage conditions, an out-of-the-box solution was implemented in which assets were temporarily managed in a tabular structure, including all relevant metadata.

For the dynamic relationship between products and the e-commerce category structure, collections based on advanced queries were introduced. This allows products to be assigned automatically to the correct online categories across all brands, reducing manual effort while improving consistency.

Phase 2: Automation and AI-powered product data management

The second phase focuses on further automating product data management across the different brands. To support this, CRG is implementing Centric’s AI capabilities, including its AI Connector. This phase is driven by the marketing and content teams, with IT acting as the coordinating and enabling function throughout the process.

Ready for the next phase of growth

Following the successful completion of the first implementation phase, CRG now has a robust and future-ready PIM foundation supporting JBC, CKS, and Mayerline. By deliberately prioritizing business continuity and operational stability, the group successfully transitioned to its new platform without disrupting day-to-day operations.

With that foundation in place, the focus is now shifting toward greater efficiency, increased automation, and the use of AI to further optimize product data management across the group’s brands. At the same time, the internal team continues to take on a greater role in configuring and managing the platform, further strengthening CRG’s long-term autonomy.

Today, CRG has greater visibility into product data across its brands, a more resilient platform during peak periods, and a clear framework for continuously improving product data management in line with the group’s long-term ambitions.

 

“Thanks to our collaboration with YellowGround and the implementation of Centric PIM, we now have a stronger foundation for managing our product data. This helps us work more consistently and efficiently.”

Looking to strengthen your product data management with a PIM platform that supports your long-term growth?  YellowGround helps organizations define the right strategy, select the most suitable solution, and successfully implement and optimize PIM platforms that align with their business processes, data, and long-term objectives.