Case Study: GrandVision achieves unified headless commerce for 30+ brands across 44 countries with commercetools

GrandVision - Customer Case Study

GrandVision, a global optical retailer operating 7,000+ stores and 30+ brands (including Vision Express, Pearle and GrandOptical), needed a central digital commerce platform to deliver unique brand experiences while keeping a consistent back end across 44+ countries. They prioritized a cloud, API‑first, headless architecture that decouples front‑end customer experience from business logic, and selected BloomReach Experience (BRX) for Commerce together with the commercetools headless commerce platform to meet those requirements.

By implementing BloomReach’s DXP on top of commercetools’ cloud, API‑first commerce engine, GrandVision created a decoupled stack that gives individual brands creative freedom while a single commerce back end scales across markets. The solution streamlines omni‑channel journeys linking online and 7,000+ physical stores, reduces dependence on IT for marketing teams, and — as commercetools’ CEO Dirk Hoerig noted — enables GrandVision to handle transactions in all 44 countries on one platform, improving time‑to‑market and lowering migration effort.

GrandVision