Lamy and TESSA BrandHub: A success story for modern media management

Lamy is synonymous worldwide with high-quality designer writing instruments that combine aesthetics and functionality at the highest level. For over 50 years, the company has been shaping writing culture with its clear and timeless designs—above all with the iconic LAMY 2000 model, which has stood for style and innovation with its unmistakable design language since 1966. The LAMY brand is deeply rooted in Heidelberg, where it has consistently focused on “Made in Germany” quality since its founding in 1930. Today, Lamy products can be found in over 15,600 retail outlets worldwide, including around 200 exclusive mono-brand stores that bring Lamy customers closer to the world of writing in a special way.

But how does such a globally networked brand manage to optimally serve the ever-growing needs of its partners and customers? This is where TESSA BrandHub comes in—a solution that helps Lamy distribute digital content efficiently and in a user-friendly way.

With sales outlets in over 80 countries, Lamy faces the challenge of efficiently distributing a wide variety of digital materials—from product images and logos to social media content and POS materials—to its B2B partners. Digital communication is becoming increasingly important, and Lamy is investing in high-quality content that is appealing and contemporary. However, the previous solution—providing large download packages—proved to be impractical. Not only was it difficult for many partners to handle, but it was also costly for Lamy to manage. Archiving content was often difficult, and the administrative effort required to support international partners increased.

To overcome these challenges, Lamy opted for TESSA BrandHub, an innovative shop system for digital assets. TESSA BrandHub builds on the TESSA Digital Asset Management (DAM) system already in use and significantly expands its functionality. Within a very short time, use of this system by Lamy partners increased by 140% – clear proof of the effectiveness of this solution.

BrandHub impresses with its user-friendly tile design, which enables intuitive and clear navigation. Different asset types such as logos, product images, or social media content can be found easily without time-consuming searching. Retailers who only need a logo, for example, can now download it quickly and independently without having to contact the Lamy team first. Product photos are also easily accessible: retailers can find the right images using item numbers and names and filter them as needed.

The ability to save social media material in the archive and reuse it later is particularly helpful. This means that content remains accessible at all times and can be used flexibly—a major advantage at a time when social media is playing an increasingly important role in brand communication.

TESSA BrandHub offers Lamy numerous advantages that are reflected not only in efficiency but also in the reach of digital content. The simple creation of accounts and the clear structure of the system significantly reduce administrative effort. Whereas in the past, a large amount of personnel was required to ensure that all partners received the content they needed, this can now be done quickly and easily via BrandHub.

The most important elements can be placed directly on a tile-style home page, giving customers immediate access to what they need without having to work their way through complex search masks. Assets are populated either directly from TESSA DAM or from a PIM system such as Akeneo, ensuring maximum flexibility.

For internationally oriented companies such as Lamy, this is an invaluable advantage: the content is available around the clock and retailers only need to download the assets they actually need. This not only saves time and resources, but also contributes to sustainability – because instead of large, often unnecessarily extensive download packages, partners can specifically select the material that is relevant to them.