Tecnica Group

Tecnica Group reaches the summit of success with world-class product information management (PIM) technology


To thrive in the digital era, developing good-quality products is not sufficient anymore. With the rise of e-commerce, communicating the right information to consumers and reaching them at every touchpoint is just as important.

Italian footwear and winter sportswear giant Tecnica Group has an expanding brand portfolio, large production volumes and a wide product variety. In order to appeal to their digitally attuned consumers, they had to ensure data integrity and communicate the right product information to them at every touchpoint, across all channels before their competitors do.

In the world of sportswear, precision is key.

How did Tecnica Group, with an annual production capacity of over 3 million pairs of trekking and mountain shoes, 328,000 pairs of skis and 692, 000 pairs of ski boots, manage to win over their consumers with the help of Kubix Link?

Read this customer story to find out more.

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“With Kubix Link we can centralize the product information coming from the whole supply chain, make it available to everyone in the value chain and also share it with consumers via e-commerce, web and marketplace interfaces throughout the world.”

Cristiano Simonetto

CIO Tecnica Group

Tecnica Testimonial


To reach its target consumers at every touchpoint worldwide, the Italian sportswear giant sought Lectra’s help in optimizing its product information management system for its entire go-to-market process.

When Mr. Cristiano Simonetto first joined Tecnica Group as Director of IT and E-commerce, he was tasked with an enormous responsibility. He had to help his company outshine its competitors by reducing time to market and reaching tech-savvy consumers with accurate product information on time. This entailed unifying the group’s IT systems to establish a single source of information, and streamlining the product data collection and distribution process across different channels. At first, this seemed rather daunting, given Tecnica Group’s business context. The Italian footwear and winter sportswear powerhouse was expanding rapidly, with six internationally renowned brands such as Moon Boot, Blizzard, Nordica, Rollerblade, Lowa and its own namesake label under its belt. As Tecnica Group acquired more companies, it inherited a whole host of IT systems, diverse data types and different approval processes. To increase overall efficiency, there was an urgent need to unite all subsidiaries and production plants and ensure that all team members were on the same page and speaking the same technical language. Simonetto knew that he could only achieve this objective if every supply chain actor was accessing, updating and sharing the same product data in real time.