ETERNA’s Digital Transformation Journey with Kubix Link PLM

With digital transformation in full swing, ETERNA is better positioned than ever to balance heritage with innovation.

Watch the video to see how ETERNA and Lectra worked together to bring this vision to life—through digital collaboration, smarter decisions, and a continued commitment to quality in every shirt and blouse.

With over 160 years of craftsmanship in high-quality business shirts and blouses, ETERNA is one of Europe’s most recognized menswear brands. Rooted in tradition yet forward-looking in spirit, the company is known for its commitment to precision, and innovation. ETERNA’s garments are sold in more than 40 countries, with strong market presence across the German speaking region and an extensive distribution network of over 3,600 points of sale.

But in today’s fast-paced and data-driven fashion landscape, legacy alone is not enough. To continue delivering exceptional quality while adapting to new market dynamics, ETERNA set out to transform how it develops products, manages data, and fosters collaboration across teams.

As we look ahead, our journey remains rooted in tradition, but our focus is firmly on driving innovation and growing our global print.”

Ekaterina Maximova, Head of Marketing, ETERNA

As consumer expectations shifted and product lines became more intricate, ETERNA’s internal processes faced mounting pressure.

As the complexity and requirements of our products grew, our existing IT systems struggled to keep up. The increasing demands on product data management highlighted the need for a centralized, standardized PLM solution—a “single source of truth” so to speak.”

Markus Kinateder, Product Owner PLM and Project Co-Lead, ETERNA

Across design, development, sourcing, and marketing, teams often relied on siloed systems, manual processes, and duplicated efforts. Without a centralized source of product truth, it became difficult to ensure consistency, traceability, and speed.

Recognizing the need to modernize, ETERNA partnered with Lectra to implement Kubix Link PLM, a collaborative platform designed to centralize and streamline product lifecycle management.

Today, the system supports key processes across departments, enabling transparency, reducing errors, and accelerating workflows. With a shared digital workspace, teams at ETERNA are empowered to collaborate more efficiently and respond faster to market needs.

For ETERNA’s design team, Kubix Link PLM makes it easier to work creatively while staying aligned. 

Kubix Link PLM has transformed how we design our shirts, helping us better manage fit, materials, and styling across different collections.”

Sabrina Eggerl, Junior Manager Shirts, ETERNA

On the design management side, real-time data access supports smarter daily decisions.

For my team, having all blouse-related data in one place has made it much easier to track styles, fabrics, and updates in real time. It’s reduced the back-and-forth and helped us work more efficiently with other departments,”

Jennifer Jesch, Junior Textile Designer Menswear, ETERNA

Kubix Link is now used by over 30 active users across ETERNA’s design, development, sourcing, buying, and marketing teams. Beyond the technical upgrade, the solution has helped cultivate a culture of collaboration, agility, and shared ownership.

The outcome? Faster time-to-market for collections, greater internal alignment, and a reliable digital backbone to support the brand’s continued innovation.

Kubix Link PLM is now an integral part of how we work, enabling seamless collaboration and real-time visibility across all stages of our product lifecycle.”

Markus Kinateder, Product Owner PLM and Project Co-Lead, ETERNA