Rosendahl Design Group

Kruso aims to create a global commerce platform for Rosendahl Design Group

About Rosendahl Design Group (RDG) and our collaboration 

Rosendahl Design Group is a multi-brandhouse that has nine well-known brands in the portfolio: Rosendahl, Kay Bojesen Denmark, Global, Arne Jacobsen Clocks, Holmegaard, Bjørn Wiinblad Denmark, Juna, Lyngby Porcelæn and Kähler - making RDG one of Denmark’s leading suppliers of Danish design.

In the spring of 2019, we initiated collaboration on the development of RDG’s new consolidated multibrand commerce platform, incl. international rollout in all markets in which RDG is active in. The goal is to offer all RDG customers an inspiring digital buying and branding experience – unique for each brand, yet based on the same technical platform. The benefits are obvious. Shared technical base platform and functionalities as well as cross-brand organization deliver lower costs and faster time-to-market without compromising each brand’s unique expression


RDG’s nine brands have emerged over time and have left a technical set up where the various brands where spread across a number of different technical commerce and web platforms. In addition to disproportionately high licenses for redundant systems, RDG’s web and commerce teams found that their systems were heavy and slow to work with, both in terms of data handling, content and commerce workflows. New development was most often associated with high cost and long development time. In addition, RDG has planned a design and branding boost of their digital presence for all brands except Kähler, which has recently been redesigned.


The new platform marks a crucial shift in tech strategy, away from a full suite marketing platform mind-set and into a best-of-breed strategy where the solution is made up of a number of smaller specialized systems in an open, loosely coupled and API-based architecture. The tech stack consists of Umbraco as CMS with Ucommerce as commerce engine along with Uccelerate as online storefront. Segment collects all user data from all digital touch points and is used as event HUB between other third-party systems such as email system, Analytics in GA as well as segmentation and personalization tools. Business-critical integrations for internal systems have been developed through an API layer that exchanges data between RDG’s PIM-system and ERP-system. The solution is a PaaS solution, fully Cloud enabled in Azure. In June 2019, we launched the entire basic platform and not least the first of nine brands – Kähler Design. The solution is perfect for RDG from several aspects: 1. Cost Scaling – both technically and economically, this platform is hugely cost effective as, unlike a full suite solution, we only develop and pay for the systems and modules we need at the given time. 2. Time-to-market – thanks to a loosely coupled architecture based on APIs, we can very quickly and without a lot of overhead, develop and deploy new developments, optimizations and changes to the system with shorter development time and costs due to. 3. Ease of use – The solution offers the market’s most user-friendly management and editorial interface without compromising on all the functionality a mature and globally scalable experience and commerce system should be able to today.


RDG’s new digital platform is the result of a successful collaboration between our team of specialist, Spring/Summer as a design partner and not least RDG’s own digital team. The process has been WaterScrumFall – a mixture of a more traditional waterfall approach at the beginning during the clarification phase, a truly agile development phase and finally a more rigorous and linear test and launch phase. Kruso has contributed strategy and tech advisors as well as a full development team to the entire solution. From the start to the launch of the base platform and the first brand – Kähler – it took no more than 10 weeks.

We have been really happy to cooperate with Kruso. Kruso has delivered a strong combination of strategic advice and effective execution. The result is a much more flexible and scalable platform than before, developed and rolled out in just 10 weeks.

- Says René Hansen Digital Project Manager at Rosendahl Design Group

Rosendahl Design Group

Wanna talk?

If you want to know more about this solution, feel free to give us a call.

Sales Director

Telefon: +45 5360 8320