How Swinkels is scaling digital experiences with a composable content foundation

A digital ecosystem ready for its next chapter

Over time, Swinkels’ digital landscape had grown organically. It supported the business, but it wasn’t built for the scale, speed and consistency the organisation was aiming for. Business customers expected a seamless, content-rich online experience, and internal teams needed a smarter way to manage and reuse content across brands and markets.

The B2B customer platform had reached its limit: ordering was functional but not intuitive, content was scattered and often rewritten locally, and the underlying technology made it difficult to evolve or launch new experiences without heavy effort. It was time for a modern, flexible and scalable foundation that could support growth across brands, markets and touchpoints.

Our role: turning ambition into a scalable reality

Swinkels partnered with Two Point O to bring their content vision to life and create the foundation for a composable, future-proof ecosystem.

Together with Elision (SAP Commerce implementation partner) and Jungle Minds (UX and customer experience partner), we aligned content, commerce and experience from day one. And because Swinkels is a family-owned organisation with a long-term outlook, the solution needed to support scale — without losing the agility and entrepreneurial mindset that define the company.

Build smart, start small, scale with confidence

We began by defining what great content operations should look like across the organisation. How should content flow? Where should it live? How do teams collaborate efficiently while safeguarding each brand’s identity? And how can consistency be achieved without adding complexity?

Only once the future model was clear did we select the technology to support it. After evaluating leading headless CMS solutions, Contentful proved to be the best fit for multi-brand, multi-market growth and for seamless integration in a SAP-led environment.

To ensure a smooth transition, we deliberately avoided a “big-bang rebuild”. Instead, we introduced the new foundation step by step, starting with the B2B portal where value could be delivered quickly. This approach allowed teams to adopt the new way of working, learn fast, refine and confidently scale.

With Two Point O, we didn't just choose a new CMS, we rethought how content should work across our brands and markets. That foundation is already making our teams faster today, and it's what will let us scale to every future market without starting from scratch each time.

Digital TeamLeader | Swinkels

One composable backbone for content at scale

With Contentful at the core, Swinkels now has a single content engine that powers multiple brands, markets and digital experiences. Editors can create content once and reuse it anywhere: from the B2B platform to brand sites and future channels. Shared content models and components provide consistency, while leaving room for each brand’s unique expression.

Combined with SAP Commerce, the new setup forms a composable, future-proof foundation that will evolve as Swinkels grows. Ensuring digital experiences that grow with the business, market by market and brand by brand.

A modern B2B experience, and a future to build on

The first milestone is now live: zakelijk.swinkels.com. The renewed B2B customer platform for the Dutch market, built on Contentful and SAP Commerce.

The experience is noticeably improved. Business customers can now place and manage orders with ease, supported by relevant and inspiring content that helps them make the right choices. More importantly, the platform is built on a reusable foundation, making future launches faster, more consistent and more efficient across the Swinkels brand universe.

This is more than a platform upgrade. It’s the first building block of a scalable, multi-brand content ecosystem that will support Swinkels’ digital growth for years to come.

Ready to build your own composable content foundation?

Looking to future-proof your digital experience with a composable foundation, just like Swinkels?Let’s talk about how we can help you!