OSG Europe

OSG Europe manufactures and distributes drilling, milling, and cutting tools across 13 European countries. With over 200,000 products, country-specific pricing and availability, and a sales process that was still largely phone-based, they needed a serious digital overhaul.

The challenge

Three problems stacked on top of each other. First: 13 country teams each managing their own content independently, leading to brand inconsistency and massive duplication of effort. Second: a product catalogue so large and so frequently updated that it regularly caused system instability and downtime — costing sales staff time and risking lost orders. Third: no way to manage the complexity centrally without losing local flexibility.

What we built

A composable, API-first architecture with a headless CMS at the centre. One backoffice, 13 country configurations. Content managers in each country could work independently while brand consistency was enforced at the platform level.

For the performance problem, we rebuilt the product catalogue and search layer from scratch — optimised for speed and personalisation per customer account. For the stability problem, we built a middleware layer that queued transactions during ERP outages, so orders were never lost even when backend systems went down.

Result

200,000 products loading fast with per-customer personalisation. 13 markets managed from a single platform. Order processing shifted from predominantly phone-based to primarily online — a fundamental change in how OSG does business in Europe.