Case Study: Festool achieves rapid D2C launch, 150% of sales goals and global scale with commercetools

How Festool crafted a global D2C strategy with the power of composable commerce

Festool, a 90‑year‑old family‑run German power‑tool manufacturer, faced limited customer insight and distribution constraints from a retailer‑centric model while wanting to offer its full catalog directly to customers. To enable a scalable D2C and omnichannel strategy, Festool evaluated leading eCommerce platforms and selected commercetools’ Composable Commerce for its API‑first approach and strong documentation—an integration that proved especially smooth for customer data and login services.

Using commercetools’ composable platform and APIs, Festool launched a spare‑parts MVP in 3 months, implemented three different frontends in 6 months, and automated ordering and customer communications within five months. The commercetools solution enabled mobile apps, full portfolio rollout in Germany, and easy market localization for international expansion—helping Festool achieve 150% of internal sales goals in the first year while dramatically reducing time‑to‑market.

Festool

Michael Magnussen

Head of E-Commerce