We added a thousand extra hands without adding headcount
Mikkel Fritsen, Head of Ecommerce, Firtal Group
Product data became the bottleneck
Firtal runs a family of health and beauty webshops, Helsebixen, Made4Men, Well and Jala,serving men and women across the Nordics. Founded in 2007, part of the Matas Group since 2018 and 180 people strong in Lystrup near Aarhus, the team adds new products continuously from a long tail of suppliers. Every product arrives as raw supplier data: inconsistent names, missing attributes, no category, no translation. Before it can sell, someone has to categorise it, enrich every attribute, write search ready copy and localise it for each market.
That work was happening by hand. New products waited in a queue, copy drifted between markets, and the catalogue could never quite keep pace with the supply coming in. The manual workflow did not scale, and hiring against it would only move the bottleneck, not remove it.
The physical catalogue scales with shelves. The digital one used to scale with people.
Organic traffic
Each attribute gets its own agent: product type, scent, gender, size, all resolved per category
The result
New products now go live enriched and translated as fast as they come in, not weeks later. The catalogue reads consistently across every market, and the team that used to data entry now spends its time on merchandising and brand. The work scaled; thedo headcount didn't.
• Products live with full attributes, in every market, without the wait
• Consistent, search aligned copy across every language
• The content team freed from manual enrichment entirely
