Hummel International Sport & Leisure A/S Technographics
Discover the latest software purchases and digital transformation initiatives being undertaken by Hummel International Sport & Leisure A/S and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 1000 Hummel International Sport & Leisure A/S employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Hummel International Sport & Leisure A/S has purchased the following applications: Dynamicweb Ecommerce NAV for eCommerce in 2018, Hotjar for Customer Experience in 2016, Lobster EDI for Electronic Data Interchange (EDI) in 2017 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Hummel International Sport & Leisure A/S is running and its propensity to invest more and deepen its relationship with Dynamicweb Software , Salesforce , Adobe Systems or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Hummel International Sport & Leisure A/S revenues, which have grown to $140.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Hummel International Sport & Leisure A/S intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Dynamicweb Software | Legacy | Dynamicweb Ecommerce NAV | eCommerce | eCommerce | n/a | 2018 | 2019 |
In 2018, Hummel International Sport & Leisure A/S implemented Dynamicweb Ecommerce NAV to consolidate online sales channels and support eCommerce for both B2B and B2C customers. The Dynamicweb Ecommerce NAV deployment was positioned as a single platform for commerce, enabling shared capabilities across business and consumer storefronts.
The implementation established a common integration layer from ERP and PIM to both B2B and B2C, feeding product information, pricing and order data into the Dynamicweb Ecommerce NAV environment. Functional focus included unified catalog management, synchronized order lifecycle and web storefront content management, reflecting standard eCommerce capabilities for multi-channel retailing.
Integrations were configured to deliver the same ERP and PIM feeds to both channel implementations, reducing duplication of integration logic and maintaining data consistency across B2B and B2C experiences. Operational coverage primarily addressed e-commerce, sales operations and merchandising workflows, centralizing product and transactional data flows into the platform.
Governance centered on centralizing product data in the PIM and standardizing order and pricing processes through the shared integration layer, enabling the synergy Hummel sought between its business and consumer channels. The narrative in the source emphasizes that using Dynamicweb for both B2B and B2C created integration synergy by incorporating the same ERP and PIM connections across channels.
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eCommerce | eCommerce |
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2020 | 2020 |
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eCommerce | eCommerce |
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2021 | 2021 |
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Personalization and Product Recommendations | eCommerce |
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2020 | 2020 |
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CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Contentsquare | Legacy | Hotjar | Customer Experience | CRM | n/a | 2016 | 2016 |
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Digital Advertising Platform | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2021 | 2021 |
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Marketing Automation | CRM |
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2020 | 2020 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Tag Management | CRM |
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2019 | 2019 |
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PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Lobster DATA | Legacy | Lobster EDI | Electronic Data Interchange (EDI) | PaaS | n/a | 2017 | 2017 |
In 2017, Hummel International Sport & Leisure A/S implemented Lobster EDI, deploying Lobster’s Data Platform as a central middleware hub to address disconnected e-commerce and point of sale systems. The Lobster EDI deployment targeted Electronic Data Interchange (EDI) and enterprise application integration use cases to enable real-time inventory flows and improved system connectivity across retail operations.
The Lobster EDI configuration focused on EAI and EDI file processing, message translation and validation, routing and orchestration, and a user-facing administration layer that enabled non-technical staff to manage mappings and workflows. The platform was delivered as a no code integration hub, with tailored Basic and Advanced training curricula and in-person consultant support to minimize disruption while upskilling operational teams.
Technically, Lobster acted as the central integration engine connecting ten disparate systems, including PoS, e-commerce, and inventory systems, and consolidating four existing integration points into a single hub. Real-time stock level updates were routed through Lobster EDI so store PoS and online storefronts shared consistent inventory data, enabling automated restocking triggers and unified inventory visibility across retail and store operations.
Governance and rollout emphasized staged onboarding and user autonomy, with a dedicated Key Account Manager providing ongoing support. Hummel progressed from basic to advanced user autonomy, allowing part-time training while continuing project work, and shifted integration ownership toward business teams to reduce reliance on central IT.
Explicit outcomes reported include a 50% reduction in time to market and ten systems operating with seamless connectivity through Lobster EDI, which improved scalability and prepared Hummel for continued global expansion. The consolidated integration hub streamlined processes, centralized stock updates, and enabled non-developers to maintain integrations, supporting retail, inventory management, and store operations.
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2017 | 2017 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Secure Web Gateways (SWG) | CyberSecurity |
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2013 | 2013 |
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