Bluestone PIM: global business, local company

Unless you're in desperate need of one, you might not know what a PIM is. Businesses selling products online or across multiple stores need a way to organise and manage product information efficiently.

A PIM provides a centralised platform to store, update, and distribute accurate product details across websites, marketplaces, and retailers.

“Smartphones changed the game,” says Einar Augedal, CEO of Bluestone PIM. “Companies are able to sell through more channels, and PIM platforms became a growing field for investment. Over time, e-commerce technology has evolved, making it possible to build faster, more efficient platforms. As a result, we’re seeing larger retailers re-platforming to stay competitive.”

And they are operating in a market that views PIM systems with more relevancy than ever. Bluestone is particularly excited about AI’s role in the SaaS industry. “AI is a perfect match for PIM systems,” says Jon Anders. “About 70% of PIM content is text, and the rest is images. AI can enrich both, opening up huge opportunities.”

Beyond efficiency, PIM systems also support sustainable business practices. They help companies reduce product waste, manage sustainability credentials, and comply with regulations such as the EU’s Corporate Sustainability Reporting Directive (CSRD) by centralising required data. “If you can improve in helping consumers make the right decision, the likelihood of them returning the product drops. With our products, we’ve seen 30% reductions in returns. That saves money and the environment too,” he adds.

Recognising their strong market fit, Bluestone sought financing to expand, securing an EU-guaranteed loan from DNB Bank, backed by the EIF. But it wasn’t easy. “It took us years to get financing,” says Per Anders. “There aren’t many financing tools in Norway for businesses like ours. If you want to build a house, getting a loan is simple. But for industry and ecommerce, it’s a different story. The day we got the loan from DNB was a great day.”

That funding – combined with hard work and a passion for software – helped Bluestone grow from a local company into a global one. Today, the company operates in 70 markets, with major brands like Sainsbury’s and Intersport using its platform.

Reflecting on the journey, Einar admits he could have taken an easier path. “I could’ve invested my money in real estate or something, but that wouldn’t have satisfied me. The truth is, building software is fun, and creating something from the ground up is incredibly motivating.”