How Bergner Europe turned print catalogs into a complete digital sales, corporate, and stakeholder communication platform
Headquarters: Zaragoza, Spain | International operations
Industry: Homeware
Website: https://www.bergnereurope.com/en
About Bergner Europe
Bergner Europe is an international homeware company that has evolved from its origins as a kitchenware specialist into a multi-category home solutions business.
The company develops and manages a broad portfolio combining its own brands, international licenses and tailor-made product solutions for retailers and strategic partners across different markets.
Its business model brings together product development, category management, design, sourcing, supply chain and commercial activation to provide flexible solutions adapted to different consumers, channels, markets and go-to-market models.
Fernando del Frago, Marketing Director at Bergner Europe, leads the company’s marketing strategy, including brand positioning, promotional strategy, sales tools and the commercial activation of its brand and product portfolio.
With multiple brands, product categories, collections, markets and retail partners, one of Bergner Europe’s key challenges is ensuring that commercial teams and customers can quickly access the right content while maintaining a clear, consistent and up-to-date presentation of both the product portfolio and the company itself.
The challenge
Before adopting Publitas, Bergner Europe relied heavily on printed catalogs and static PDF files.
Managing physical catalogs across a broad multi-brand and multi-category portfolio created significant operational limitations.
Product changes, new collections, assortment updates or changes in availability could quickly make printed materials obsolete. Every new version involved additional printing, logistics and distribution, while commercial teams had to make sure they were always presenting the latest information.
As the company’s portfolio and international activity evolved, Bergner Europe needed a more flexible environment capable of centralizing commercial content and updating it much faster.
But the challenge went beyond simply replacing paper catalogs with digital versions.
Bergner Europe needed a platform capable of supporting a much broader relationship with its audiences: presenting brands and products, creating tailored commercial proposals, supporting showroom presentations, communicating corporate information and making relevant company content accessible to different stakeholder groups.
Those audiences include not only customers and retail partners, but also employees, institutions, suppliers, business partners and other stakeholders connected to Bergner Europe.
The Publitas solution
Bergner Europe began working with Publitas in 2021.
The platform provided the flexibility the company needed: fast publication, intuitive navigation, responsive access across devices and the ability to manage and update content dynamically.
Publitas’s flexible environment was particularly relevant to Bergner Europe’s B2B business model.
The company works with different types of customers, markets, brands, categories and commercial opportunities. Its teams therefore need to adapt the content they present rather than rely on a single static catalog for every situation.
Today, Publitas forms part of Bergner Europe’s broader commercial, corporate and stakeholder communication ecosystem.
It is no longer simply a platform where product catalogs are published.
The same digital environment can be used to communicate the company’s brands, collections and product ranges, while also providing access to key corporate and institutional information.
Depending on the audience, Bergner Europe can use Publitas to share content such as:
- product and collection catalogs;
- brand presentations;
- promotional selections;
- customized customer proposals;
- corporate presentations;
- sustainability reports and sustainability-related information;
- company capabilities and strategic projects;
- institutional presentations;
- and other relevant corporate communication materials.
As a result, Publitas has evolved into a central digital communication hub capable of serving different audiences with different information needs.
A digital showroom for the sales team
Product catalogs remain a core part of the platform.
A master digital environment provides access to Bergner Europe’s different brands, categories, collections and product ranges, allowing sales representatives to navigate quickly through a broad portfolio.
Instead of searching through multiple printed books or individual PDF files, the commercial team can move from one brand, category or collection to another within the same digital ecosystem.
Publitas is also integrated into Bergner Europe’s physical sales environment.
Digital catalogs can be accessed through interactive screens in the company’s showrooms, effectively turning the platform into an extension of the physical product presentation.
This allows customers to see selected products physically while the sales team simultaneously accesses additional collections, categories, specifications and commercial proposals digitally.
The result is a digital showroom layer that significantly extends what can be presented within the physical space.
More personalized commercial proposals
Another important part of the solution is Publitas’s custom selection functionality.
Sales representatives can prepare tailored catalog selections according to the retailer, market, category or commercial opportunity they are working on.
Instead of presenting every customer with the same large static catalog, the commercial team can create a much more relevant selection focused on the products and collections that make sense for that particular conversation.
This changes the role of the catalog.
It moves from being a passive repository of products to becoming an active sales-enablement tool, integrated into the preparation and development of each commercial opportunity.
Supporting different go-to-market models
Bergner Europe manages different commercial models, including permanent assortments, promotional business and loyalty programs.
Each model requires a different way of presenting the portfolio.
Publitas enables Bergner Europe to structure and communicate its offer according to these different commercial needs while maintaining a common digital infrastructure.
Permanent collections can focus on continuity, category depth and reordering.
Promotional proposals can emphasize opportunity, visibility and fast activation.
Loyalty projects can present more curated, exclusive and multi-category concepts.
The technology remains common, while the commercial narrative adapts to each business model and customer opportunity.
Beyond catalogs: a complete corporate communication environment
One of the most important developments in Bergner Europe’s use of Publitas has been the expansion from product communication to a much broader corporate communication model.
The same digital ecosystem used by the sales team can also communicate who Bergner Europe is, what it does, how it operates and what it stands for.
Corporate presentations and sustainability reports, for example, can be distributed through the same environment used for brands, products and collections.
This creates a more complete experience for customers and business partners.
A stakeholder can move from understanding Bergner Europe as a company and its capabilities to exploring its brands, collections and individual products without leaving the same digital ecosystem.
This is particularly relevant in a B2B environment, where the relationship goes well beyond the individual product.
Customers increasingly want to understand the organization behind the offer: its capabilities, strategic approach, sustainability commitments, international reach, product development expertise and the services it can provide.
Publitas gives Bergner Europe a common digital environment in which to communicate all of these dimensions.
One platform, multiple stakeholder groups
The platform also supports a broader stakeholder communication model.
Different audiences require different information, but they all benefit from having access to clear, structured and up-to-date company content.
For customers and retail partners, the focus may be brands, collections, product ranges, commercial opportunities and company capabilities.
For employees, Publitas can provide access to relevant corporate presentations, strategic materials, company initiatives or other internal-facing information suitable for digital publication.
For institutions and external organizations, the platform can provide a structured overview of Bergner Europe, its activities, capabilities, sustainability commitments and strategic development.
For suppliers and business partners, it can help communicate company positioning, priorities, projects and expectations.
This gives Publitas a broader role within Bergner Europe: One platform. Multiple audiences. One consistent Bergner Europe story.
Rather than managing multiple disconnected documents through different channels, relevant content can be organized within a common digital ecosystem and adapted to the needs of each stakeholder group.
The value
Publitas has helped Bergner Europe move from a predominantly static and print-led catalog model towards a much broader digital sales, corporate and stakeholder communication environment.
The benefits go far beyond reducing printing. They include:
- reduced dependence on printed catalogs;
- faster updating of products, collections and commercial information;
- easier access to a broad multi-brand and multi-category portfolio;
- faster preparation of customer-specific proposals;
- more personalized commercial presentations;
- stronger integration between digital catalogs, showrooms and the sales process;
- a single digital environment for product, brand and corporate communication;
- easier distribution of corporate presentations and sustainability reports;
- the ability to communicate relevant information to customers, employees, institutions, suppliers and business partners;
- greater consistency of information across different stakeholder groups;
- improved accessibility to company content;
- and easier localization of publications for different markets and languages.
For an international business, that scalability is particularly important.
A new market, language, customer, stakeholder group or commercial opportunity does not require rebuilding the entire communication infrastructure from scratch.
The same digital ecosystem can be adapted and reused while maintaining consistency.
From print catalog to communication ecosystem
The evolution of Bergner Europe’s use of Publitas can be summarized in three stages:
What started as a way to digitize catalogs has evolved into a platform supporting a much broader part of Bergner Europe’s communication ecosystem.
Publitas now connects products, brands, collections, sales tools, showrooms, corporate information, sustainability content and stakeholder communication within the same digital environment.
"Publitas is more than a software provider for Bergner Europe. It has become an important partner in our sales and communication strategy, helping us transform a broad B2B content ecosystem into a more dynamic, interactive and personalized environment. It allows us to communicate not only our brands, collections and products, but also who we are as a company, our sustainability commitments and other relevant corporate information. And importantly, it gives us a flexible environment to communicate with different stakeholders — from customers and business partners to employees, institutions and other groups connected to Bergner Europe.”
Advice to other B2B brands
“If you manage a broad portfolio of brands, categories and product ranges, moving away from a print-led catalog model can make the commercial process significantly more agile. The real value is not simply digitizing the catalog. It is creating a flexible environment where the sales team can present the right assortment to each customer at the right moment, while the company can also maintain an ongoing, consistent and easily accessible communication channel with its different stakeholders.”
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
