Struct
Struct A/S is a Danish cloud-native Product Information Management (PIM) SaaS vendor serving B2B and e-commerce companies across the Nordics, distributed via certified implementation partners and direct enterprise sales, with an AI Assistant add-on for generative product content.
- Company typePrivate
- Founded2013
- HeadquartersOdense, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Struct does
Struct A/S is a Danish private software company headquartered in Odense that develops and sells Struct PIM, a cloud-native Product Information Management (PIM) SaaS platform built on a multi-tenant Microsoft Azure architecture. The platform enables businesses to centralize, enrich, and distribute product information across sales channels, with proprietary features including a no-code data modeling engine, an AI Assistant add-on for bulk generative content powered by OpenAI ChatGPT, a Business Rule Engine for workflow automation, built-in task management, and a Bulk Translation Wizard using Azure Cognitive Services. Struct PIM 4, launched in November 2024, represents a full platform rewrite with redesigned UI and enhanced Azure-based cloud scalability, with migration free to customers but requiring partner assistance.
Struct serves primarily B2B and e-commerce companies across the Nordics (Denmark and Sweden) with selective European expansion ambition. Its GTM is hybrid: direct enterprise field sales driven by website demo CTAs is paired with a deep partner ecosystem of 100+ certified implementation and consulting firms (including IMPACT Commerce, True Digital, Novicell, Oxygen, twoday, AKQA, Kruso, DTAILS, Ecreo) that handle deployment and customer success. The product integrates with 50+ pre-built connectors across ERP/POS (e.g., SAP Business One), e-commerce (Shopify, Magento, Commercetools, BigCommerce), CMS (Umbraco Commerce), DAM, marketplaces, advertising, print, search, and workflow systems via a documented REST API.
Struct monetizes through per-seat SaaS subscriptions billed annually, with fees that escalate annually in line with the Danish consumer price index (minimum 2%) and separate charges for additional users, excess storage, and premium support. The company is led by CEO Jacob Kruse and CTO Simon Lyder, with Sales Director Anders Trans Sørensen (ex-Umbraco) added to the management team in April 2023. The company is privately held with no disclosed external funding, reported record-breaking 2025 results with profit of DKK 5,453,554 more than double the prior year, and counts Nordic enterprise customers including Stark Group, Kompan, Royal Unibrew, Salling Group, Royal Greenland, Nilfisk, Bolia, and Dansk Retursystem, the latter using Struct PIM as the central data backbone for Denmark's national deposit and recycling system handling over 2.1 billion beverage containers annually.
Struct firmographics
Firmographics- Name
- Struct
- Legal name
- Struct A/S
- Website
- https://struct.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Struct A/S is a Danish cloud-native Product Information Management (PIM) SaaS vendor serving B2B and e-commerce companies across the Nordics, distributed via certified implementation partners and direct enterprise sales, with an AI Assistant add-on for generative product content.
- Ownership category
- akta.pro rank
Struct industry classification
Industry- Product category
- Product Information Management (PIM) Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Product Information Management (PIM), Digital Shelf & Content Syndication Services (CRAOAOAH)
Keywords
Where Struct is headquartered
LocationHeadquarters
- HQ city
- Odense
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Struct business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software-as-a-Service Subscription (User Subscriptions): Struct PIM is a SaaS subscription product. Customers pay Subscription Fees for User Subscriptions (per-seat user licenses). Additional fees may apply for extra user subscriptions, excess data storage, and enhanced support services. Fees are invoiced according to the Pricing List. Annual price increases tied to Danish consumer price index (minimum 2% per year).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Annual | Standard SaaS subscription |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Struct product offering
Product offeringCore offering
Struct PIM is a cloud-native, multi-tenant Product Information Management (PIM) SaaS platform that allows B2B and e-commerce businesses to centralize, enrich, model, and distribute product information across every sales channel. Customers build product data structures through a no-code modeling engine, leverage AI-assisted content generation, automate workflows with a built-in Business Rule Engine, and connect the platform to e-commerce, ERP, CMS, DAM, marketplace, and print systems via 50+ pre-built connectors and a REST API.
Product overview
Struct offers Struct PIM as a unified, cloud-based Product Information Management platform. The core platform provides no-code data modeling, product enrichment, search and management, workflow automation, and multi-channel distribution. Add-on modules extend the platform: AI Assistant (generative AI for content creation and translation), Supplier (supplier relationship management), and Publications (dynamic PDF/catalog generation). Struct PIM 4 represents the current major version, built on Microsoft Azure with a modern multi-tenant architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- Struct PIM Cloud-native Product Information Management (PIM) SaaS platform that lets businesses centralize, model, enrich, and distribute product data across e-commerce, ERP, CMS, DAM, marketplace, advertising, and print channels, with no-code data modeling, workflow automation, task management, advanced search, bulk editing, and 50+ connectors.
- AI Assistant AI-powered content generation add-on to Struct PIM that uses OpenAI ChatGPT to generate product descriptions, category descriptions, and other marketing copy in bulk across hundreds or thousands of products, with chat-based iterative refinement and the ability to use existing product data as the prompt basis.
- Supplier Add-on module for Struct PIM that manages supplier relationships and supplier-related product data within the PIM environment.
- Publications Add-on module that enables dynamic generation of PDF publications such as product sheets, price lists, and catalogs, plus PowerPoint generation, directly from Struct PIM product data.
Quantifiable outcome
- Profit more than doubled year-over-year in 2025 (DKK 5,453,554)
- +2 more outcomes
Companies that use Struct
Customer profileNamed customers23 records
Segments3 records
Ideal customer profiles1 record
Struct technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability5 records
Feature15 records
Struct partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- IMPACT CommercecoreStruct's preferred partner for implementation. IMPACT Commerce implemented Struct PIM for Dansk Retursystem to power Denmark's deposit and recycling system. Collaborated to replace a legacy system with a modern, scalable platform for structured product data.
- True DigitalcoreStruct supports True Digital at eCommerce Expo London. True Digital presented a client case about unifying two eCommerce platforms with over 6,000 product variations into a single scalable DXP. Struct PIM provided the product information backbone.
- NovicellminorAttended Struct PIM partner training event in September 2024. One of multiple implementation partners trained on the Struct PIM platform.
- OxygenminorAttended Struct PIM partner training event in September 2024.
- twodayminorAttended Struct PIM partner training event in September 2024.
- AKQAminorAttended Struct PIM partner training event in September 2024.
- KrusominorAttended Struct PIM partner training event in September 2024.
- DTAILSminorAttended Struct PIM partner training event in September 2024.
- EcreominorAttended Struct PIM partner training event in September 2024.
- Microsoft AzurecoreStruct PIM 4 runs on Microsoft Azure multi-tenant cloud architecture. Data stored in Azure NW Europe (Netherlands) data center within the EU. AI translation powered by Microsoft Azure Cognitive Services. Security includes Azure Entra ID (AAD), Azure Key Vault, Azure Virtual Networks, and Azure Monitor/Log Analytics.
- OpenAI (ChatGPT)coreAI Assistant add-on is powered by OpenAI's ChatGPT technology. Struct built a proprietary layer on top of ChatGPT providing prompt management, chat-based refinement, and bulk content generation capabilities.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Struct competitors and assessment
Company assessmentDirect peers
- Akeneo: French-headquartered PIM SaaS vendor targeting mid-market and enterprise B2B and e-commerce companies. Direct competitor on no-code modelling, multi-channel distribution, and PIM-led digital shelf workflows, competing with Struct in the same RFP scenarios across Europe.
- Pimcore: Open-source PIM/MDM and digital experience platform used by mid-market and enterprise manufacturers and retailers. Comparable on flexible data modelling, supplier master-data management and PIM-to-e-commerce integrations — the same use cases Struct targets.
- Salsify: US-based SaaS PIM/syndication platform purpose-built for retail and consumer brands. Overlaps Struct on multi-channel product content distribution, digital shelf workflows and PIM-to-marketplace connectors, and competes for the same e-commerce customer budgets.
- Plytix: SaaS PIM targeted at small and mid-sized brands and retailers — broadly the same customer profile as Struct PIM, including e-commerce catalogue management and multi-channel syndication — making it a close comparable on segment, pricing and feature scope.
- Sales Layer: Cloud PIM platform focused on retailer and brand product content workflows with API-first integrations to ERP and e-commerce stacks. Overlaps Struct on centralised product data management and multi-channel syndication for similar B2B and B2C retailers.
- Catsy: SaaS product information and digital asset management platform for brands and manufacturers. Competes with Struct on PIM + DAM convergence, workflow automation and PIM-to-e-commerce syndication for mid-market product-centric companies.
Broad incumbents
- Stibo Systems: Danish-headquartered MDM/PIM incumbent serving large global enterprises. Same home market and customer verticals as Struct, but with a much broader product portfolio and global delivery capability, posing the principal established competitor threat inside the Nordics.
- Informatica: Large data integration and MDM/PIM suite used by global enterprises. Addresses similar PIM-for-retail-and-manufacturing use cases as Struct but as part of a much broader platform, typically competing on multi-domain master data and large-scale deployment capability.
- Riversand: MDM and PIM vendor (now part of Syndigo) serving manufacturers, distributors and retailers. Overlaps Struct on centralising product data and distributing it to channels, but competes as part of a broader multi-domain master-data suite for enterprise customers.
- Syndigo: Product content syndication and PIM/ PIM-adjacent platform serving CPG brands and retailers worldwide. Competes with Struct on centralised product information, digital shelf distribution and content syndication — particularly relevant for Struct's retail/CPG customers like Salling Group and Stark.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Struct social profiles
Digital presenceStruct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Struct leadership team
Management profileNumber of profiles
Profiles5 records
Struct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Struct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Struct
What does Struct do?
Struct PIM is a cloud-native, multi-tenant Product Information Management (PIM) SaaS platform that allows B2B and e-commerce businesses to centralize, enrich, model, and distribute product information across every sales channel. Customers build product data structures through a no-code modeling engine, leverage AI-assisted content generation, automate workflows with a built-in Business Rule Engine, and connect the platform to e-commerce, ERP, CMS, DAM, marketplace, and print systems via 50+ pre-built connectors and a REST API.
Is Struct a public or private company?
Struct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Struct founded?
Struct was founded in 2013. It employs 11 to 50 people.
Where is Struct based?
Struct is headquartered in Odense, Denmark, in the Europe region.
How does Struct make money?
One revenue line is on record: software-as-a-Service Subscription (User Subscriptions).
Who are Struct's main competitors?
Direct peers on record are Akeneo, Pimcore, Salsify, Plytix, Sales Layer and Catsy. Broad incumbents are Stibo Systems, Informatica, Riversand and Syndigo.
Does Struct have an API?
Yes. Struct PIM offers a Public REST API that enables developers to connect Struct PIM with any business critical system. Integrations can be built through standard connectors, API-based integration, file-based integration, or built-in extensions. The API supports webhooks for triggering events and real-time notifications. The platform has expanded OpenAPI documentation with clearer enum descriptions and examples for data models. The API throughput has been significantly improved for handling high volumes of data synchronization. Developer documentation is at docs.struct.com.
What industry is Struct in?
Struct's product category is Product Information Management (PIM) Software. Its primary akta.pro industry code is CRAOAOAH, Product Information Management (PIM), Digital Shelf & Content Syndication Services. Its NAICS code is 5132 and its SIC code is 7370.