Case Study: Bang & Olufsen achieves stronger D2C sales and unified online brands with commercetools

How Bang & Olufsen strengthened their D2C sales by uniting all their brands under one unified platform

Bang & Olufsen, the Denmark‑based maker of high‑end audio and TV products, needed to unite its BeoPlay and B&O brands under one digital roof to strengthen D2C sales across 70 markets. To modernize their eCommerce ecosystem they partnered with commercetools, using its cloud‑native, 100% headless commerce platform alongside Contentful to build an integrated global shop and omnichannel storefront.

commercetools delivered a headless commerce solution with a website prototype in 6 weeks and a full launch (including an integrated global shop) in 10 weeks, enabling BOPIS, real‑time PIM for inventory/pricing/promotions, and future POS integration. The result was a unified online flagship that strengthened D2C sales, provided real‑time data across channels, and gave Bang & Olufsen the flexibility to roll out omnichannel features and adjustments quickly.

Bang & Olufsen

Tomas Antvorskov Krag

Director, E-Commerce