New PIM for the GRUBE group

GRUBE relies on Emmet as service provider and novomind iPIM for E-Commerce and efficient Data Publishing

Specialist retailer for forestry and hunting equipment introduces central high-quality product information management system for 14 European online shops in six languages / novomind iPIM Print facilitates catalog production


GRUBE KG Forstgerätestelle has chosen novomind iPIM and the novomind iPIM Print module from novomind AG as the central product information management system for its e-commerce strategy. The system will be implemented by novomind partner Emmet Software Labs.

Offering more than 30,000 items, GRUBE, which is headquartered in Bispingen (Lower Saxony), is one of the largest suppliers of forestry tools, hunting apparel and equipment. The company’s product range covers everything from A for axe to Z for zip-off pants. Looking back on a long tradition, GRUBE is the leading mail-order firm in this field with headquarters in Germany. Besides its German main location, GRUBE has subsidiaries in ten other European countries.

The PIM system from Hamburg-based software developer novomind will supply data to 14 European online shops and sub-shops in six different languages (including, and An external digital asset management (DAM) system will be connected for this purpose.

“Up-to-date and structured product information is essential for pushing ahead with our further internationalization and growth as part of our e-business strategy. These are ideal conditions to leverage synergies within the entire GRUBE Group,” explains Marco Katenkamp, Head of PIM at GRUBE. “With novomind iPIM, we have chosen a powerful product information management solution which simplifies data maintenance, improves data quality and, thanks to the Print module, also facilitates the in-house production of our mail-order catalogs.”

The novomind iPIM Print module, which replaces the Easy Catalog system, will ensure more efficient data publishing. novomind iPIM Print permits to control the complete print workflow for offline advertising materials. This simplifies the production of GRUBE’s various themed, seasonal, special and specialist catalogs, some of which have more than 500 pages and are published several times a year and in different languages.

“novomind iPIM is a sales-oriented high-quality product information management system which makes it possible to increase the performance in omni-channel commerce while streamlining processes at the same time,” says Markus Rohmeyer, CPO Product Management at novomind. “The more up-to-date the product data, the faster can customers find the desired article in the online shop. This helps increase customer satisfaction and reduce the return rate.”


About novomind

novomind AG has been developing intelligent, globally deployable omnichannel commerce and customer service software solutions since 2000 and is one of Europe’s leaders in business technology.

Their portfolio includes both standardised and customised solutions for commerce companies and contact centres and includes products such as novomind iPIM, novomind iSHOP, novomind iMARKET and novomind iAGENT. An ever-growing team of more than 400 currently supervises more than 250 companies. Their customers include e.g. C&A, CTS Eventim, Globetrotter, Görtz, Mammut, OTTO, Ernsting’s family, EnBW, babywalz and Sixt. International groups, companies and associations trust them for years.



For more than 75 years steht GRUBE stands for quality products for forestry, nature and landscaping. They started in 1945 as family company in the heart of the Lüneburger Heide. They grew from a regional forestry retailer to the leading mail order business based in Germany. GRUBE offers more than 30,000 articles and operates in 11 european countries. They produce up to 3,500 catalog pages per year divided into ten mail order catalogs in different languages.