Case Study: Tour de Suisse achieves a personalized 1M‑variant bike configurator with Magnolia CMS

How Tour de Suisse built an innovative bike configuration tool with Magnolia

Tour de Suisse, a Swiss bicycle and e‑bike maker founded in 1934, needed to reflect a recent rebrand and fix mobile shortcomings by building a modern, user-friendly online configurator. The company wanted to reuse logic from its old tool while offering up to 1 million possible bike variations and a clear interface tailored to both dealers and end customers.

Working with Magnolia and partner Arvato Systems, TDS migrated to Magnolia 6 and implemented a hybrid headless setup with modern front‑end technologies and REST APIs. The result is a flexible, extensible content structure and editor, SEO‑friendly pages, over 15,000 generated image variations, improved responsive design, and the ability to A/B test and continually optimize the customer journey.

Tour de Suisse