Turning product data into business agility at Linumgroup

Feb 20, 2026

customer experience
wholesale
Microsoft

As Linumgroup – a family-owned supplier in HVAC and foodservice – grew across Europe (in Belgium, France, the Netherlands, Germany, Austria, Switzerland, and Sweden), it became harder to manage and share product information efficiently. With hundreds of suppliers and fast-changing customer needs, they needed a quicker way to bring products to market and serve customers with complete, reliable data. What began as a Think-Plan-Act exercise evolved into a strategic rethink of how Linumgroup manages and shares information across its ecosystem. (Reading time: 6 minutes)

Challenge

Disconnected information and manual processes made it hard for Linumgroup to scale with speed and consistency.

Solution

Guided by a Think-Plan-Act exercise, Linumgroup and delaware built a connected ecosystem that puts product data at the heart of every process.

Results

A connected organization where structured product data drives speed, consistency, and confident growth across all markets.

Challenge

Linumgroup’s ambition was simple: serve customers faster and more effectively. But as the company expanded across Europe, that goal became harder to achieve. With hundreds of suppliers and an ever-growing product range, the team struggled to keep product information complete, consistent, and accessible for both employees and customers. Sales, marketing, and procurement each managed their own data, which led to duplication, delays, and missed opportunities.

Are you facing similar challenges? Talk to delaware about building a connected digital foundation for growth.

When customers asked for details that weren’t yet available, teams scrambled to fill the gaps manually. Every new supplier or tender meant starting from scratch. What seemed like small inefficiencies were adding up, slowing down the responsiveness that defines Linumgroup’s service promise.

Through a Think. Plan. Act. exercise with delaware, Linumgroup uncovered the real issue: not technology, but information flow. Product data was fragmented across systems and mailboxes, with no shared process to manage or reuse it effectively. “We realized our challenge wasn’t the tools themselves,” says Frederik Moreel, IT Manager at Linumgroup. “It was how information moved through the company. We needed one consistent way of working that could keep up with our speed.”

Solution

The Think. Plan. Act. exercise marked a turning point for Linumgroup. Together with delaware, the company mapped how information moved across departments and where it got stuck. The outcome was a clear strategy: make product data the backbone of operations and build every process around it.

“Instead of starting with technology, we started with business priorities,” says Jan Courtheyn, Manager Web (CMS) & Content (PIM/DAM) at delaware. “That shift in mindset made all the difference. We designed the architecture to serve people first and let systems follow.”

From that blueprint, Linumgroup and delaware created a connected digital ecosystem led by inriver PIM. It ensures product data is complete, consistent, and easy to share. Surrounding it, specialized tools handle specific needs: KeyShot DAM manages visuals and documentation, Hive CPQ supports complex quoting, Microsoft Fabric brings data together for real-time insights, and Microsoft Dynamics 365 Business Central runs day-to-day operations such as finance, logistics, and inventory. Everything connects through Microsoft Azure Integration Services, allowing Linumgroup to adapt quickly without adding complexity.

With only two people managing IT across six countries, Linumgroup can now evolve its systems with minimal effort. The result is a lean, scalable foundation that supports growth, empowers teams, and turns product data into a genuine competitive advantage.

What did we do?

Strategic groundwork

The journey began with an enterprise architecture exercise across all business units. Together, delaware and Linumgroup mapped every process, from product management to logistics, identifying gaps and integration priorities. These workshops formed a clear roadmap focused on flexibility, scalability, and efficiency.

Collaborative implementation

Once the roadmap was set, delaware guided the technical rollout, including:

ERP migration from the legacy system to Microsoft Business Central.
Data synchronization between PIM, DAM, and ERP, aligning product and asset information.
Integration through Azure, enabling new tools to plug in with minimal setup.
Business intelligence consolidation with Microsoft Fabric for real-time insights.

Smooth rollout and long-term mindset

Rather than a slow, phased rollout, Linumgroup and delaware opted for a single, coordinated go-live. That required careful preparation, cross-department training, and rigorous testing. But it worked. Linumgroup went live in May 2025 with a fully integrated environment and uninterrupted operations. Today, delaware remains Linumgroup’s trusted partner, supporting optimization and new initiatives such as advanced reporting and customer portal development.

Our challenge wasn’t the tools themselves, but how information moved through the company.

Frederik Moreel, IT manager at Linumgroup

Results

Linumgroup’s transformation immediately changed how the company worked. Product information now flows smoothly through every department, cutting manual work and reducing errors. Teams can onboard new products faster, update data once instead of several times, and rely on a single, accurate source of truth.

The biggest difference is how people collaborate. Where sales, marketing, and logistics once worked in silos, they now operate as one connected team. Shared insights link product setup directly to delivery, giving everyone real-time visibility into what matters most: serving customers quickly and accurately.

“We realized transformation isn’t about replacing systems; it’s about making information work for people,” says Frederik. “We kept every promise to our customers while completely reshaping the way we work behind the scenes.”

Linumgroup now runs as a unified, data-driven organization. Product data drives every decision, and the company can react to market changes with confidence. Efficiency, precision, and collaboration have become part of its daily rhythm, turning technology into a quiet enabler of customer success.

Centralized product data ensures accuracy across all teams and channels.

Faster product onboarding, cutting preparation time from hours to minutes.

Real-time visibility into operations for quicker, data-backed decisions.

Seamless collaboration between departments through shared insights.

Lean IT management that supports continuous growth across markets.

Linumgroup & delaware

The partnership between Linumgroup and delaware began long before any system was selected. During the Think. Plan. Act. workshops, both teams worked side by side to define what Linumgroup needed to achieve from a business perspective and how technology could make that possible. It was a collaboration built on openness, trust, and a shared commitment to clarity.

“From day one, our conversations were honest,” says Frederik. “We shared our pain points, our ambitions, and our limits. delaware listened carefully and never pushed a one-size-fits-all approach. They helped us turn our ideas into a roadmap we could actually deliver.”

According to Jan that alignment was the key to success. “Linumgroup knew exactly where they wanted to go,” he says. “Our role was to turn that ambition into something practical, a structure they could grow with. We acted as one team and kept every decision grounded in business reality.”

The result is a partnership that goes beyond implementation. It reflects a shared belief in building solutions that last by combining Linumgroup’s deep business insight with delaware’s strategic and technical expertise to create a foundation for long-term growth.