Challenge
According to CTO Daniel Källstrand Modig, the previous setup was clunky, slow, and painful to work with.
Without a proper PIM, product information lived in spreadsheets with manual syncing. For a small team spread out geographically, this meant everyone worked with different data.
"It was Excel and a lot of manual syncing," says Daniel. "It was very clear to us that it was an unsustainable situation."
They needed a platform that could handle their product range, give everyone access to the same data, and scale as the business grew.
"It was Excel and a lot of manual syncing," It was very clear to us that it was an unsustainable situation."
Daniel Källstrand Modig,
CTO at Grythyttan Stålmöbler
Action
Grythyttan evaluated several platforms. The requirements were clear: headless, API-first, and a strong PIM at a reasonable cost.
"Norce was the only platform that ticked every box at the right price. The combination of cost-effectiveness and feature completeness. That was one hundred percent why we chose Norce," says Daniel.
They launched in February 2025 with a new ecommerce stack built around Norce Commerce:
- Storyblok as CMS
- Voyado Elevate for search and personalisation
- Pyramid as ERP
The PIM became the central hub for all product information – images, descriptions and specifications– accessible to everyone in the organisation.
"For us it's invaluable, especially since I am based in Limhamn and the rest of the team is in Grythyttan. Having everything synced so we all have one shared source of truth is essential," says Daniel.
The structured product data also improved online visibility. With better product information, search engines could read the site properly, resulting in increased organic traffic without a dedicated SEO initiative.
"We can focus on other things instead of trying to keep track of what should already work," says Daniel.
"Norce was the only platform that ticked every box at the right price. The combination of cost-effectiveness and feature completeness. That was one hundred percent why we chose Norce,"
"It's an enormous step up. We now have a setup where every part of the business, from enrichment to sales, can take ownership of their work. That's been incredibly valuable for us."
Daniel Källstrand Modig,
CTO at Grythyttan Stålmöbler
Impact
Grythyttan set out to replace WordPress and WooCommerce. What they got was a platform that allowed them to grow faster than expected.
They launched in February. By April, they had already hit their full-year sales budget. By June, they were at 230% of target. Also, their organic traffic increased by 20%.
"It was a very successful project," says Daniel.
Beyond the numbers, the way they work has fundamentally changed. No more spreadsheets. No more manual syncing. Everyone sees the same product data, regardless of location.
"We can focus on making the right decisions instead of compiling data just to get a picture."
"It's an enormous step up," says Daniel. "We now have a setup where every part of the business, from enrichment to sales, can take ownership of their work. That's been incredibly valuable for us."
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