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BSH engineers the future with Contentstack

July 26th, 2022

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Home appliance manufacturer hits MACH speed with headless CMS leader

MUNICH and SAN FRANCISCO, – July 26, 2022Contentstack, the Content Experience Platform (CXP) category leader, today announced it has been selected by home appliance manufacturer BSH as part of a global initiative to foster technical and digital excellence for the BSH direct to consumer (D2C) platform.

Founded in 1967, BSH is the leading home appliance manufacturer in Europe, with a turnover of more than 15bn Euros and 62,000 employees. BSH is home to globally established brands such as Bosch, Siemens, and Neff.

By replacing its current monolithic architecture with MACH-based solutions and deploying Contentstack’s headless CMS, BSH is set to reduce time to market and improve the performance of a range of customer-facing digital experiences. BSH will also overcome current dependencies between the components of the existing architecture, improving both scalability and flexibility.

Following consultation with stakeholders within BSH and a thorough review of the market, an extensive list of fifteen solutions was compiled, with Contentstack selected from the final shortlist of five options. Contentstack was chosen based on the keen alignment between the functionality and ease of use of the software, and the demands of the BSH stakeholders.

“Our customers have an incredibly high demand for a range of digital touchpoints,” said Nils Bruesehaber, product owner at BSH Home Appliances Group. “As a result, we realised we need to evolve beyond our existing monolithic architecture to a set of agile, integrated functionalities that can be independently developed, deployed, and managed, but remain consistent. This is what headless CMS and MACH architecture offers us.”

“When revamping an existing legacy platform, it is vital to ensure that technological improvements are driven by customer demands,” said Conor Egan, vice-president of product and engineering at Contentstack. “BSH has undertaken extensive research of these needs and recognised that to deliver personalised, yet scalable digital experiences at speed, headless content management, as part of a wider MACH architecture, is the foundation for future digital excellence.”

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About BSH

BSH Hausgeräte GmbH is one of the world’s leading companies in its industry and the largest home appliance manufacturer in Europe. Globally driven by individual consumer needs, BSH aspires to continuously improve the quality of life at home with its outstanding brands, innovative, sustainable products, and top-class digital solutions.

About Contentstack

Contentstack™ – Content Experience Platform (CXP) category leader – empowers marketers and developers to deliver composable digital experiences at the speed of their imagination. Companies such as Chase, Express, Holiday Inn, Icelandair, Mattel, McDonald’s, Mitsubishi, Riot Games, and Shell trust Contentstack to power their most critical content experiences with uncompromising scale and dependability. Famous for its Care without Compromise™, Contentstack has achieved the industry’s highest customer satisfaction rating. Contentstack is also a founder of the MACH Alliance, setting the industry agenda for open and composable technology that is Microservices-based, API-first, Cloud-native SaaS, and Headless. Learn more at

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