SWAROVSKI OPTIK, headquartered in Absam, Tyrol, is part of the Swarovski group of companies. Founded in 1949, the Austrian company specializes in the development and manufacturing of long-range optical instruments of the highest precision. The binoculars, spotting scopes, rifle scopes, and optronic instruments are products of choice for demanding hunters, birders and outdoor enthusiasts. The company’s success is based on its innovative strength, the quality and intrinsic value of its products, and their functional and esthetic design.



Swarovski desired a highly customized online store, a faster time to market and the ability to adapt different functionalities, but their old monolithic commerce architecture didn’t allow them to do any of this. They needed a platform that could be continuously adjusted and deliver an overall better user experience.


Bright IT, Swarovski came to the conclusion that the headless, API-first commerce approach would be best suited for how they visualized the appearance and performance of their website. They chose commercetools and Contentful and built a decoupled frontend from scratch.

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