Case Study: Bang & Olufsen achieves a unified omnichannel flagship store and accelerated D2C growth with commercetools

Bang & Olufsen Inspiring story-led experiences meets luxury as eCommerce

Bang & Olufsen needed to unite its BeoPlay and B&O brands under a single direct‑to‑consumer online flagship to replace two aging sites, modernize its eCommerce ecosystem and boost online sales. To do this they worked with Publicis Sapient and adopted commercetools’ headless, API‑first commerce platform (with Contentful and React for CMS and UI) to enable a flexible, future‑proof architecture.

commercetools powered a modular, cloud‑native platform that allowed a working prototype in under 8 weeks and a full integrated global shop in about 10 weeks, with the final flagship launched one day ahead of schedule. The new site unified retail and eCommerce, enabled omnichannel features like Click & Collect and POS integration, improved engagement through story‑led commerce, and delivered a successful digital foundation for Bang & Olufsen from day one.

Bang & Olufsen

Tomas Antvorskov Krag

Director, E-Commerce