prodexa Cloud at ZWILLING J.A. Henckels AG

For more than 280 years now, the core values of ZWILLING have been tradition, innovation, quality, design, variety and trust. The company is one of the largest employers in Solingen and a world market leader with global revenues of €645 million in the kitchen segment for 2019.

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New online strategy for ZWILLING

ZWILLING J.A. Henckels AG is starting a successful collaboration with denkwerk in the area of digitalisation: The digital agency relaunched the online shop at To start off, and made the first step. These brand websites support the shop and offer a unique shopping experience for users. The goal of this complex project is to build up a new e-commerce strategy with all brands under one roof and to unify the system globally.

The start of the project

Brands such as ZWILLING, Staub, Miyabi, Demeyere, BSF and many more belong to the ZWILLING Group, which stands for high-quality kitchen and beauty products worldwide. For this reason, an intensive phase of strategical planning and analysis was required at the start of the project. Marco Zingler, the managing director of denkwerk, explains: “The global structure of ZWILLING on the web was complex: Individual countries or brands were working with different content management and shop systems, there was little unity of design and no shared e-commerce strategy. With the new approach, all digital channels work together strategically and guide the customer from the brand to online purchasing, anywhere in the world.”

prodexa Cloud PIM is part of the new IT infrastructure

Denkwerk is responsible for strategic advisory. Consequently, the company is also in charge of the information architecture, design and technical implementation of the website and shop through responsive design. Adobe CQ5, Oxid eSales and prodexa Cloud PIM (formerly jCatalog) are all part of the new technical infrastructure. In future, the product information management system will provide a common foundation for all product data worldwide. The online shop that unites the brands is starting in Germany first. Soon this will be followed by USA, UK and Japan. The shop and the individual brand sites will next be launched by denkwerk and ZWILLING in up to 15 additional countries.

Cornerstone for the global digital strategy

“By launching in the German market, we have laid the cornerstone for rolling out the global digital strategy of the ZWILLING Group quickly and efficiently”, reports Daniela Zbick, Head of Online Marketing at ZWILLING J.A. Henckels AG. The new online shop for ZWILLING can be accessed at, the brand page is available at

This site is registered on as a development site.