Selfmade® (formerly STOFF & STIL) is a family-owned craft retailer that began as a small Danish fabric shop in the 1980s. What started with the founder driving across Denmark to collect and resell surplus fabrics has grown into an international brand with a thriving online presence. Today, Selfmade operates 31 stores across Denmark, Germany, Norway, Sweden, and Austria, along with an extensive e-commerce platform serving 13 European countries.
The company provides high-quality fabrics, yarn, craft supplies, patterns, and DIY guides, everything hobbyists and professional makers need to bring creative ideas to life. With a mission to make creativity accessible to everyone, Selfmade celebrates craftsmanship and empowers people to create with confidence, whether they’re sewing their first project or crafting something complex.
Before adopting Alumio, Selfmade’s integrations were entirely custom-built and maintained by external partners. Each system had its own connection, creating a patchwork of point-to-point integrations that quickly became difficult to manage. The team had no visibility into data flows, no ability to reuse data between systems, and no control over integrations.
As a result, performance lagged. Product and price updates on the webshop could take up to 24 hours to process, as full synchronizations were run only once per night. This created real risks: errors like incorrect prices could remain live for an entire day, sometimes forcing Selfmade to honor orders at the wrong price. On top of that, every small change required external development work, making the business dependent and slowing innovation.
When Selfmade decided to launch a new webshop and modernize its digital infrastructure, the team saw an opportunity to do things differently. They wanted to gain ownership over their data, increase visibility, and make future scaling simpler. The requirements were clear: a flexible, affordable integration platform backed by reliable support that could grow with the company.
With Alumio, Selfmade found the perfect fit. The platform offered transparency, scalability, and the ability to manage integrations internally, empowering the IT team to move from quick fixes to best practices.
With Alumio, Selfmade rebuilt its entire integration landscape around a centralized, data-driven architecture. All product, price, and inventory data now flow through one platform, stored once and reused across every connected system, from e-commerce and analytics to creative tools like Adobe InDesign.
By replacing slow, nightly full synchronizations with hourly updates, Selfmade cut update times from 24 hours to approximately 30-60 minutes. Product or price changes now appear significantly faster across all channels, reducing data delays, minimizing errors, and improving operational accuracy. Alumio also powers hourly stock synchronizations from SAP, ensuring up-to-date availability across headquarters and all retail locations.
This shift also gave Selfmade’s IT department full control over integrations for the first time. What was once managed externally is now handled in-house, freeing the digital team to focus on customer experience and online growth. Alumio’s Storage feature became the foundation of this transformation, serving as a single source of truth for all product data and powering seamless synchronization across systems like Shopware, Power BI, and Easy Catalog.
Today, Alumio enables Selfmade to move fast, operate independently, and scale with confidence. While the IT department anticipates a future move away from SAP R/3, the decision on a new ERP (potentially Microsoft Dynamics 365 Business Central) has not yet been confirmed by the administration. Regardless of the final choice, Alumio already provides the flexibility needed to support a smooth transition when the time comes.
Selfmade’s journey with Alumio reflects a broader shift happening across the retail and e-commerce landscape: moving from scattered, opaque integrations to connected, transparent ecosystems. What once took days now happens in moments, and what once required developers now sits in the hands of the business itself.
With Alumio as its integration backbone, Selfmade is not only modernizing its IT landscape but also empowering its teams, improving efficiency, and preparing for the next chapter of growth.
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