Case Study

A B2B wholesale solution for the beauty industry

The Company

New Flag is a multinational brand building enterprise headquartered in Munich, Germany, which has brought innovative beauty brands to their own category bestsellers across Europe since 2010. With the desire to only deliver the highest quality product, New Flag offers their partners creativity and efficiency under one roof, with in-house marketing, sales, logistics and customer service departments working hand in hand.

New Flag pursues one ultimate goal: to be the first full-service brand building company in the beauty sector in Europe.

The motivation for a software change was driven by changes in buying behavior and limitations of the old software, which lacked customization and had a limited feature set, unable to tackle an ambitious international rollout.

They wanted a software solution with modularity, a B2B feature setand more customization options. Their business goals included going live with their project within one year and in the long-run to achieve technology ownership, greater in-house development and platform flexibility.

Spryker’s out-of-the-box features were good and easy to customize to our needs. – Maximilian Mauthe, Director of Product, New Flag
The Challenge

Empowering Business Growth and Adaptability

Overcoming Limitations
A motivational factor for New Flag to consider a new e-commerce vendor was the need to adapt to changing market dynamics. Secondly, their old software was limited in terms of customization and featured a restricted set of functionalities. This limitation hindered their ability to cater to its specific needs and meet customer demands effectively.

Modularity and Customization
New Flag sought out a software solution characterized by modularity and adaptability, The driving favor was to enhance the services for their business clients, like connecting offline and online sales activities. Additionally, they aimed to include B2B functionalities, notably agent assist, into their software ecosystem. Furthermore, the company expressed a general need for customization, explaining this importance with a multi-national rollout of their shops.

Reaching new Goals
When it came to their business, IT, and customer goals, the organization had a well-defined roadmap. They aimed to go live with their project within a year, showcasing their commitment to swiftly implementing the necessary changes and staying competitive in the market. Looking ahead, they had broader objectives, such as achieving technology ownership, which would provide them with greater control and flexibility over their software infrastructure. Additionally, they aspired to establish an in-house development platform, enabling them to innovate and adapt rapidly to emerging trends. Finally, the organization sought to expand their solution's reach, eventually wanting to reach B2B, B2C and marketplace segments.

The SOlution

Packaged Business Capabilities: delivering more and better

They developed a B2B online shop with a focus on enhancing customer experience and efficiency.

The key features of this solution included among others the following:

  • Shopping Lists for streamlined ordering
  • Agent Assist for improved customer support
  • Quick Order for faster transactions
  • Check-Out with customized options to cater to diverse customer preferences.

The solution they implemented in collaboration with Spryker effectively addressed their initial business challenges. It introduced unified processes and centralized data management, streamlining their operations and enabling better control over their business activities. The scalable architecture of the new system allowed for rapid launches with minimal resource allocation, ensuring adaptability to changing market conditions. Additionally, the decoupled front- and back-end architecture improved the overall system performance and flexibility, providing a solid foundation for future growth and innovation.

Which KPIs were improved?

  • Increased Revenue
  • Reduced Costs
  • Improved Team Efficiency
  • Increased Shop Performace
  • Increased Customer Satisfaction

Future Outlook

New Flag has ambitious plans for further development. They are considering the implementation of headless frontends, subscriptions, and loyalty programs to enhance their customer engagement and retention strategies. Moreover, they have their sights set on expanding their reach by launching their business in new countries, demonstrating their commitment to global growth and market expansion.

New Flag website
The scalable architecture has been very important to us to enable quick rollouts – technically we only need about a month, and without requiring many resources. – Maximilian Mauthe, Director of Product, New Flag

Further Resources

Powered by AWS

Thanks to AWS, Spryker was able to fulfil the customer's needs, when they needed it to make it a success. The composability on AWS is crucial to deliver the highest level of flexibility for customer requests. It allows the customer to select the best-of-breed components they need, which will work seamlessly and reliably straight away, thanks to Spryker being a truly composable platform and the high levels of service AWS has. Due to AWS, the onboarding takes from as little as 4 hours to 1-2 days, compared to months previously. With the Spryker Cloud Commerce OS solution, built on AWS, Spryker can scale computational and storage resources to accommodate the customer's goals.

About Spryker

Spryker is the leading composable commerce platform for enterprises with sophisticated business models to enable growth, innovation, and differentiation. Designed specifically for sophisticated transactional business, Spryker’s easy-to-use, headless, API-first model offers a best-of-breed approach that provides businesses the flexibility to adapt, scale, and quickly go to market while facilitating faster time-to-value throughout their digital transformation journey. As a global platform leader for B2B and B2C Enterprise Marketplaces, Thing Commerce, and Unified Commerce, Spryker has empowered 150+ global enterprise customers worldwide and is trusted by brands such as ALDI, Siemens, Hilti, and Ricoh. Spryker was recognized by Gartner® as a Visionary in the 2023 Magic Quadrant™ for Digital Commerce and was also ranked as a Strong Performer in The Forrester Wave™: B2B Commerce Solutions, Q2 2022. Spryker is a privately held technology company headquartered in Berlin and New York. Find out more at

Spryker Website