Overview

Founded in 1954, Lindex has grown to become one of Europe’s leading fashion companies. With a strong focus on digital growth, Lindex combines its own channels with global fashion platforms to meet customers wherever and however they choose to shop.

ECommerce is a central part of their strategy. In 2024, it represented roughly 20 percent of the overall business. With digital growth came operational challenges, especially as content teams scaled across multiple markets and platforms. That complexity led them to Hygraph.

Project challenges

Growing complexity, slower teams

Lindex had outgrown its legacy CMS. It was hard to move quickly, harder still to manage content across markets, and nearly impossible to do so without developer help. Even small updates could take days. “Even a small text update used to take two to three days—and that’s not including translations,” said Patrik Thituson, Software Developer.

Content publishing required too many handoffs. Editors relied on developers to unlock modules. If a key person was out, everything stalled. “I couldn’t even update a page if a colleague was sick. If something needed to be changed urgently, I had to ask a developer to unlock it,” said Åsa Westlund, Web Designer & Editor.

The solution

Rebuilding for clarity and control

Rather than trying to patch old processes, Lindex used the move to Hygraph as a chance to rethink everything. Together with their editors, developers rebuilt the content model from the ground up.

Patrik expressed: "We worked closely with editors to design new content structures. Instead of one big module that did everything, we broke it down into smaller, clearer blocks." 

The technical foundation got a refresh too: a new frontend built in Nuxt, infrastructure moved to Azure, and an updated API layer to support scalable delivery.

Streamlined translation and local review

The team managed content directly in their legacy CMS, but the translation process was slow and rigid. Translators worked inside the system, which automatically locked the modules they were editing. This prevented editors from making updates during translation, and reviewers often lacked the context needed to catch errors. As a result, publishing was delayed until translations were approved.

Once the translation was finished, the content moved to reviewers. But reviews were difficult. Reviewers often had little to no context, making it hard to assess whether the translation was accurate or aligned with the original intent. Editors then had to wait for approvals before they could publish anything.

Even small updates became slow and complex. Everyone was blocked, waiting on someone else. It wasn’t the work itself that was difficult. The system made it that way.

It could take days to complete a basic update.

Now, Hygraph handles the process internally. Translations are AI-generated, then reviewed directly in the platform by local market teams who see the full page in context (actual workflow shown below).

Helen expressed: "We built our own translation service and trained the AI to match our tone of voice. That lets us move quickly without compromising quality."

One content source, consistent across platforms

Before, content had to be duplicated for each platform. The web team and app team worked in parallel, often doing the same work twice.

Now, content is created once and delivered everywhere.

Helen stated: "We do not have to duplicate anything between app and web, that is a huge lift for content efficiency."

With shared content models, updates are consistent across platforms and languages. That’s helped maintain brand cohesion as Lindex scaled into new markets.

Content finder and role-based access

Finding the right content was a job in itself. Teams were recreating assets because they couldn’t track them down.

Hygraph’s Content Finder changed that. Editors can now search, filter, and reuse existing content without starting from scratch.

"I love it [Content Finder]. We used to spend so much time just trying to locate what had already been written," said Åsa. "Now we find what we need in seconds and can actually focus on improving it."

The team also benefits from role-specific views. Copywriters, designers, merchandisers, and market reviewers all work within the same system, but only see what they need. Live previews and scheduled publishing give editors the confidence to test and launch content independently.

Real business results

Switching to Hygraph wasn’t just a technical upgrade. It changed how Lindex works:

• Campaign setup dropped from one week to one or two days

• Homepages can now be updated several times per day week

• Translations that took days, is now done instantly

• Content modules that once took 12 hours now take 5 minutes

• Market launches that took months now take two weeks

Åsa reported: "We’re saving at least half the workweek on repetitive tasks - that time now goes into better content and more testing." 

Built to scale with the business

Lindex now has the infrastructure to keep growing. With Hygraph, they can support new regions, explore personalization, and test new content ideas without starting from scratch.

"We localized Denmark in just a couple weeks - that used to take months. We’re rethinking how content gets created in the first place - now we can try things and move faster without breaking what already works." - Helen

That flexibility also makes it easier to maintain brand consistency across touchpoints. Whether a customer is browsing on desktop or mobile, the experience holds together. And as the team localizes for new markets, they do so with confidence.

With Hygraph, Lindex isn’t just managing complexity. They’ve built the flexibility and speed needed to stay competitive in eCommerce. For example, merchandisers now have the ability to adapt navigation and product structures quickly, opening the door to respond to future trends, like a viral TikTok moment, without waiting on developers. And as the business continues to grow, the platform is ready to scale with them.