Logs in a fire

InRiver PIM on fire

A product information management system on fire!

Jötul desktop view

About Jøtul

Jøtul is one of the world’s oldest producers of stoves, stove inserts and fireplaces. Building on a proud Norwegian heritage, Jøtul have combined fine craftsmanship with the art of coping with the cold for 160 years. Jøtul is a leading worldwide brand and a global market leader sold in 43 countries on six continents. Their conscious adaptation to the individual markets, conditions and customer needs, is a vital part of their international success.


At the start of our cooperation, Jøtul saw a need to centralize all product information being used for marketing and sales. Before, the handling of product information resulted in a lot of manual work producing and distributing product information and documentation in all required languages. The workflow was in itself exhausting and engaged an excessive amount of resources.

Jøtul longed for a way to shorten time to market and free their resources for other tasks. SQLIs recommendation was to gather the vast amount of information in a Product Management System (PIM) and the decision to implement the renowned PIM-platform inRiver was made. Implementing inRiver paved the way for fetching product information from Jøtuls ERP, enrich it with images and other additional data and then publish it on the consumer websites for all markets.

A time saver is born

The team started building a time saving workflow by developing an inbound connector from Jøtuls ERP, M3, to inRiver and an outbound connector from inRiver to the consumer websites based on the CMS Drupal. The team customized the inRiver data model by configuring all information channels handling the outflow of product data to different environments as well as making sure that an update was sent to inRiver when an enrichment was done. By setting it up this way the Product Managers as well as the administrators can enjoy a much more simplified workflow and also be able to monitor the status of their products in the PIM and the enrichment of the product data in a better way.

One source of truth

By implementing inRiver, Jøtul now has all their product information gathered in one place and it can easily be enriched in various languages. The need for long chains of people trying to get hold of the latest product information is nothing but a memory as well as administrators struggling to get a good overview of what information is missing or needs to be updated. Updates on a product in inRiver is now sent and updated directly on the websites for all markets, which also reduces the effort put into this work by Jøtul’s inhouse marketing team. There is now simply one source of truth.