BSH modernizes its global digital experience with Contentstack’s MACH-ready CMS

BSH Hausgeräte GmbH (BSH) is one of the world’s leading home appliance manufacturers, operating a portfolio of 12 brands across global and regional markets. Its well-known international brands include Bosch, Siemens, Neff, and Gaggenau, alongside strong local hero brands such as Thermador in the U.S. and Balay in Spain. 

BSH previously ran a monolithic environment where content updates took a circuitous path: editors worked in a local application where they kicked off exports, waited for imports into SAP Hybris, and then refreshed until the site finally reflected a small change. The time cost and operational friction stood in the way of timely campaigns and precise localization. “You do a little one-sentence change,” Nils Brüsehaber, Product Owner, Global Digital Services, D2C & Digital Touchpoints, BSH said, “and it might take up to half an hour until you see it reflected on the site.” 

At the same time, BSH was replatforming to a modern, composable architecture and needed a headless CMS that cleanly fit API-first, cloud-native principles, without forcing a rip-and-replace of critical systems like SAP, CenShare (DAM/PIM), and established translation pipelines. 

The team also required strict governance to coordinate global master content with country-level localization and legal review, plus the flexibility to serve content across websites and portals for B2C, B2B, and B2B2C audiences.

BSH adopted Contentstack as the content foundation for its composable D2C platform, standardizing shared content models across 12 brands while letting each brand express its identity on a common Next.js front end. The approach unlocks faster delivery, stronger governance, and easier scaling across markets. Each brand operates its own website, powered by a shared technology foundation that enables unique experiences while leveraging common infrastructure.

In vendor evaluations, Contentstack’s ability to publish by locale without the requirement to publish across all markets globally was a key factor in its adoption. This feature enables each country’s team to operate on their own timelines and ensures localized content goes live only when it’s ready, or if it’s relevant.

“There was one killer feature that Contentstack had, which other vendors didn't, which is that you can publish locale-specific,” Brüsehaber said. “In most headless CMS when you publish an entry, you always publish all languages. This is a no-go for us. Our matrix organization requires that we have an entry that's available in the master language, and then translation and localization happens within that entry into the different languages.” 

The business decoupled the front end and introduced a self-managed GraphQL layer to orchestrate data from all backends, which includes Contentstack, SAP, PIM, and DAM. This allows the team to keep flexibility and evolve systems independently while maintaining a single source of truth for content. Contentstack’s API-first model and cloud-native delivery fit directly into this blueprint and eliminated the content bottlenecks of the past.

Editors now work in the browser, publish to preview, and validate changes quickly, all without waiting on monolithic pipelines. To streamline preview even further, BSH added a sidebar widget that calculates the exact preview URL for any entry, so editors can click through immediately.  BSH is methodically closing the feature gap with its legacy platform as it continues template migration, including home and category pages, product pages, and service flows like “book an engineer.”

Tailored to its global reach, and powered by the flexibility of its new architecture, BSH has also built a “translation suite.” Editors assemble a basket of entries for country requests, export via Contentstack’s standard JSON, route to the Across Language Server for a blend of machine and human translation with translation memory, and then re-import with rate-aware batching through the Management API. The result is predictable, governed localization at scale.

Contentstack’s governance model, workflows, and open APIs support BSH’s enterprise standards for editorial control, legal review, and multi-market operations. The platform’s integration ecosystem, spanning PIM, DAM, CRM, SSO, search, and analytics has reduced custom engineering and accelerates delivery across channels. 

BSH’s move to Contentstack is central to its ongoing modernization, delivering faster publishing, standardized models across brands, and a cleaner path to scale for the next 5–10 years. Priority initiatives are to move all commerce and consumer-data experiences off the on-premises system by mid-next year, then finish lower-risk marketing pages thereafter. 

Key wins with Contentstack for BSH include:

• Speed to market for campaigns and content: By moving from export/import cycles to API-driven delivery, BSH dramatically reduced the time it takes editors to preview and publish updates. The experience now feels near-instant, empowering the marketing and local teams to ship changes with confidence.
• Multi-brand standardization with localized freedom: 12 brands share a single content model strategy across stacks, while each country can localize and schedule independently. Locale-specific publishing prevents unintended global changes, reduces risk, and streamlines governance.
• Composable foundation for continuous delivery: Contentstack’s headless, cloud-native design fits BSH’s MACH roadmap, contributing to Lighthouse performance goals and unlocking faster feature delivery. The self-managed GraphQL layer lets BSH aggregate data from PIM, DAM, ERP, and CRM alongside Contentstack, future-proofing the stack while minimizing vendor lock-in.