Establishing a multi-tenant rental booking platform for Bründl Sports & partners

Following its separation from Intersport in 2019, Bründl Sports took the opportunity to build a fully independent digital ecosystem aligned with its own identity and service philosophy. As part of this strategic shift, a distinct brand presence was newly developed to reflect the values of Bründl Sports, service mindset as core competence and premium positioning across all digital touchpoints.

To realize this vision, Bründl Sports required a modern digital platform that unified retail, rental, and service offerings within one seamless ecosystem. The existing system landscape limited the efficient connection of content and commerce data, while the digital experience needed to reflect the brand’s strong in-store identity and service quality. Simplifying complex rental and booking processes and ensuring technical scalability were therefore central objectives.

With Magnolia DXP building the new core of its digital architecture, Bründl Sports benefits from a powerful and flexible content platform embedded within a composable ecosystem alongside commercetools and connected backend systems. The modular approach seamlessly integrates commerce features, booking processes and brand content from sports retail and rental into one unified experience with a streamlined customer journey. Continuous usability testing ensured optimized booking flows and clear navigation across the entire platform. 

An intuitive interface with a broad variety of reusable content components provides editors with high flexibility and efficient content management. In addition to the customer-facing platform, a dedicated back-office tool built on Magnolia DXP allows staff to manage reservations, customer accounts and reviews within the same system environment. The platform unites brand storytelling and commerce in a consistent digital experience. Magnolia DXP enables consistent content delivery across pages while dynamically integrating product and service data tailored to customers’ needs. Scalable architecture supports the easy expansion of additional services or locations in the future.

This scalability, which was anchored in the project from the beginning, was used to onboard five additional partner companies from Bründl Sports from 2020 to 2024:

As a result, the six brands with extensive expertise and tradition in seasonal retail and rental sports segment share one central, self-hosted Magnolia DXP platform (DX Core). Each brand has its own digital appearance, but they benefit from shared backend components, resulting in efficient synergies and intuitive customer journeys across sites.

The new rental and service platform positions Bründl Sports as a digitally leading sports retailer, seamlessly connecting inspiration, service, and commerce. A streamlined, customer-centric rental process guides users intuitively from location and product selection to booking with minimal friction. Clear navigation and dynamic service integration ensure a smooth experience across devices. The scalable architecture with Magnolia DXP as the centerpiece drives conversions, strengthens loyalty, and supports sustainable digital growth.