Press Release

DEICHMANN Group migrates to SCAYLE’s commerce solution and relaunches first country shops within six months

DEICHMANN SE, the market leader in European shoe retailing with around 4,600 physical stores in 31 countries as well as 41 online shops, is transforming its online and omnichannel business with the enterprise shop system from SCAYLE, the B2B division of the online fashion store ABOUT YOU. After only six months into the project, the first DEICHMANN country shops went online in the Czech Republic and Slovakia at the end of May. Step by step, other countries and brands will follow, and the brick-and-mortar stores of the DEICHMANN Group will also be included in the digital transformation project.

The Essen-based family business DEICHMANN generated record sales of 8.1 billion euros in 2022 and is setting the strategic course for the future with far-sighted investments. All 41 online shops, including those of the Ochsner Sport and SNIPES brands, are currently migrated to SCAYLE’s commerce technology in a major transformation project. Only six months after the start of the project, the first migrated country shops in the Czech Republic and Slovakia went live on May 31, 2023.

Severin Canisius, CIO & Executive Board Member at DEICHMANN, explains: “By switching to SCAYLE’s commerce solution, we can unify the IT architecture of our brands and countries and leverage synergies. The brand experience benefits from the close integration of online and offline services. With SCAYLE as a platform base, we are confident to quickly leverage omnichannel synergies across countries and keep our customers happy across all channels. We are very satisfied with the constructive collaboration with SCAYLE and see the fast go-lives in the Czech Republic and Slovakia as confirmation that we are on the right track.”

To reduce the complexity of a system with different IT architectures, multiple brands, country responsibilities, and stakeholders, DEICHMANN decided last fall to switch to SCAYLE’s commerce solution. With modern headless architecture and numerous on-demand functionalities, the enterprise shop system offers maximum flexibility, easy international scaling, and high innovation speed. SCAYLE will replace the systems currently in use and, together with the teams of the DEICHMANN brands, develop and set up a back end for the entire group. The DEICHMANN teams and SCAYLE work closely together in an agile and cooperative partnership. In implementing the new commerce solution, DEICHMANN focuses on internationalization with local UX, loyalty, omnichannel applications, and marketplace functionalities. Due to its vast network of physical stores, the DEICHMANN Group has unique needs in the omnichannel sector. To cater to these needs, SCAYLE has an innovation hub consisting of omnichannel experts creating new functionalities together with DEICHMANN. The development of the front ends remains the responsibility of the DEICHMANN teams.

Tobias Ring, Director Growth at SCAYLE, confirms: “We are very proud to have the opportunity to implement this extensive and complex project with DEICHMANN. We were particularly impressed by the willingness and expertise of the DEICHMANN teams to build interdisciplinary teams at high speed and quality and to drive the transformation forward boldly. A relaunch within six months would not have been possible without this outstanding collaboration.”


SCAYLE is the B2B division of ABOUT YOU Holding SE and enables brands and retailers to build up an international D2C business with modern commerce technology. It unites a headless and API-first approach with customer-centric, composable features, and cloud-native convenience. Leading brands like DEICHMANN, s.Oliver, Fielmann, FC Bayern, Marc O’Polo, and DEPOT use SCAYLE to grow their businesses efficiently and sustainably. The SCAYLE Commerce Engine powers more than 140 online shops. The managing directors are Tarek Müller, Sebastian Betz, and Hannes Wiese.


DEICHMANN SE, which is headquartered in Essen, Germany, was founded in 1913 and is still a wholly owned family company. It is the European footwear retail market leader and active in 31 countries worldwide. The company has over 48,000 employees and operates more than 4,500 stores, as well as 41 online shops. In addition to the DEICHMANN stores the company owns the MyShoes chain, Dosenbach, Ochsner Shoes and Ochsner Sport in Switzerland, vanHaren in the Netherlands and Belgium and Rack Room Shoes in the USA. It also owns the SNIPES Group with stores and online shops in Europe and the USA.

Press Contacts

Vera Vaubel
Vaubel Medienberatung
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Anja Schmidt
Lead Content & Communication
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Laila Helmy
Head of Corporate Communications
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Michèle Leyendecker
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