December 15 2020
Multiple Scandinavian Brands Seek to Optimize B2B eCommerce with Elastic

Virtual Wholesale Merchandising, Digital Catalogs and Retailer Enhancements are Key Benefits

Leading brands throughout Norway, Sweden and Finland seeking to optimize their merchandising relationships with retail partners have selected Elastic Suite from PlumRiver Technologies as their wholesale ecommerce solution. Helly Hansen, Dale of Norway, Reima, Fjällräven, Haglöfs, Devold of Norway, Madshus, Kari Traa, Björn Daehli, Sweet Protection, Daehli, Houdini, Klättemusen, Johaug and Odlo are among the Scandinavian brands that have deployed or are in the process of rolling out Elastic to retailers across their respective global market regions.

Common among these manufacturers serving the winter sports, outdoor and lifestyle product categories is their desire for an enhanced virtual merchandising capability with retailers, a more sustainable B2B sales approach through digital product catalogs and a more efficient, cost effective wholesale purchasing process. This trend illustrates how Elastic is becoming the preferred technology platform as both brands and retailers desire a more consistent, efficient and collaborative wholesale ecommerce experience.

“The marketplace is driving the evolution toward standardization in B2B sales and merchandising technology and it’s becoming increasingly clear that Elastic has emerged as the standard of choice. As these brands across the Scandinavian region and their retailer partners throughout the world are demonstrating, the Elastic platform is the preferred virtual wholesale purchasing solution and delivers the results they are seeking.”

-Johan Westerholm, Managing Director, PlumRiver Technologies Europe

Highlights summarizing these brands’ initiatives and experience with Elastic include:

Virtual Merchandising

All of the Scandinavian brands are using the Elastic platform as their virtual merchandising solution in response to current market conditions without traditional trade shows and in-person sales events.

B2B Print Elimination

Completely eliminating printed product catalogs and B2B sales workbooks with Elastic’s digital solutions is the goal of all of the brands.  Houdini and the entire Active Brands group of Kari Traa, Björn Daehli, Johaug and Sweet Protection have already gone 100% print free. Klättemusen is on the cusp of print elimination, while Helly Hansen, Odlo, Dale of Norway, Reima, Fjällräven, Haglöfs, Devold of Norway and Madshus are all moving toward that goal.

Sales Segmentation

With the vertical segments of outdoor, winter sports and lifestyle covered by these brands, combined with diverse market regions and consumer demographics across the globe, this large group of Scandinavian brands is using Elastic’s portfolio of features to pursue effective and profitable B2B sales segmentation strategies.

Preseason Sell-in and Ordering

The current absence of trade shows and other in-person sales meetings has created a need for a strong virtual preseason sell-in and ordering capability with retailers, for which all of the brands are utilizing Elastic to successfully conduct their preseason business.

Retailer Adoption

Because Elastic is addressing the critical need for a simpler, streamlined and standardized wholesale purchasing experience for retailers, all of the Scandinavian brands are rolling out the platform to include full access by their retail partners in their respective market regions throughout the world.


Elastic helps manufacturers, retailers and distributors adopt a more sustainable approach to B2B sales while achieving efficiency-driven cost savings and incremental sales growth.  Sustainability and cost savings come through streamlined order entry, digital catalogs, eliminating printed sales materials, resource optimization, inventory management, online payment functionality and product sample reduction.  Increased sales revenues come through brand-specific retailer/dealer applications, sales rep tools, strategic sales planning, digital merchandising, product customization, managing complex pricing incentive programs, assortment planning tools, history-driven selling, strengthening brand equity, segmented sales capability, increased client acquisition/retention and enhanced product presentations.


PlumRiver’s B2B platforms serve clients representing some of the world’s largest and most iconic brands in the outdoor, surf, cycling, sporting goods, apparel, lifestyle and footwear industries. In addition to the Scandinavian brands of Helly Hansen, Dale of Norway, Reima, Fjällräven, Haglöfs, Devold of Norway, Madshus, Kari Traa, Sweet Protection, Björn Daehli, Houdini, Klättemusen, Johaug and Odlo, other selected brands served include: The North Face, Patagonia, Rip Curl, Timberland, Volcom, Shimano, Gordini, Kuhl, Ortovox, Trespass, Dainese, Black Crows, Scott Sports, Outdoor Research, Pearl iZUMi, Rawlings, Stanley-PMI, TYR, New Balance, Montane, 2XU, Boardriders, Crocs, Puma, Reebok/CCM, O’Neill, Original Buff, Carhartt, Havaianas, Orvis, Kidiliz Group, Tank Stream Design, Haggar, Lazer, Bauer Hockey, Easton, Burton, Hurley, Icebreaker, Nidecker, Black Diamond, Osprey, Smith Optics, Bushnell, Fox River, Lowe Alpine, Rab, Carhartt, Dickies, Ariat, Marmot, Simms Fishing, Lole, Carter’s, Smartwool, Golfino, Hi-Tec, Bell, OshKosh, Vans and CamelBak.


About PlumRiver Technologies

Founded in 2003, PlumRiver Technologies is a leading provider of B2B ecommerce SaaS solutions. Easy-to-use, web-based applications are tailored to the needs of manufacturers and wholesalers of footwear, apparel, outdoor, surf, sporting goods and other segments of the specialty retail market. In early 2016 PlumRiver acquired Elastic Suite Inc. the leading provider of B2B digital merchandising and sales enhancement technologies serving category-leading clients from a variety of manufacturing verticals. PlumRiver acquired CenterStone Technologies in 2018, bringing together the combined experience of a strong technology team behind the company’s Elastic platform as the industry standard wholesale purchasing interface between manufacturers and retailers.  Some of the world’s biggest brands utilize the company’s Elastic technology platform that quickly bridges the gap between order processing systems, sales reps, retailers and consumers. Clients benefit further from Elastic features designed to quickly and easily integrate with existing IT infrastructure and ERP systems. 

Sales Contact

Johan Westerholm

+33 (0)6 08 26 15 76

Media Contact

Kenny Thomas

(801) 232-2916

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