One platform. 20 markets. 40 languages. Built for global baby care.

Background

LOVI is Europe's leading baby products brand, manufacturing and distributing pacifiers, teethers, feeding products, and accessories for infants and toddlers. The brand operates across more than 20 markets globally — a footprint that comes with significant complexity in content management, localisation, and the cultural sensitivity required when marketing to parents of very young children. Baby products are a category where cultural nuance matters enormously: messaging, imagery, and even product availability need to be configured for each market separately.

The cooperation with Divante began in 2017, when LOVI faced a technology constraint that was actively limiting their global growth ambitions.

The Challenge

LOVI's existing custom-built platform had served the brand's early international expansion but had become a barrier:

• It could not support multiple language versions
• It could not be adjusted for geographical or cultural regions — a critical limitation in baby products, where regional sensitivity directly affects commercial performance
• It had a poor UI/UX for both end users and the content teams managing it
• The product base — over 1 million records — had outgrown what the custom system could handle reliably
• Adding new features or onboarding new market teams required extended engineering cycles that slowed the business

Our Solution

Following pre-implementation analysis, Divante recommended and implemented Pimcore — deploying both the PIM module (for managing product data across 1M+ records) and the CMS module (for editorial content, market pages, and localised experiences). Divante designed new front-end experiences based on LOVI's brand guidelines and built all required integrations.

The platform was architected for per-market configuration: text, images, and video content could be independently configured for each of the 20+ sites, and features such as a pregnancy calendar, parenting calendar, breastfeeding course, and community forum could be toggled on or off per market based on that market's maturity and audience expectations. A continuous integration model was adopted, with multiple code integrations per day ensuring the platform stayed current across all markets simultaneously.

Impact & Results

• The platform now supports 20+ sites across global markets, with 40+ language variants
• The community functionality — configurable per market — generates 400,000+ unique visits to participating sites
• Time to market for new local market launches was significantly reduced by enabling local market teams to participate directly in content management without technical bottlenecks
• LOVI's eCommerce Manager described the new system as giving the business "technological independence" — the ability to experiment, iterate, and scale without being blocked by their platform