A new website and product information management system for EP Equipment
EP Equipment manufactures electric forklifts, warehouse trucks, and material handling solutions sold through dealer networks in over 20 markets worldwide. They needed a modern website backed by a centralised system for managing over 2,000 products and translations across twelve languages.
Growing pains at global scale
EP Equipment's product range had outgrown the systems managing them, causing an increasing maintenance burden.
EP Equipment is one of the world's largest manufacturers of lithium-powered material handling equipment. Their product catalogue spans electric forklifts, pallet trucks, stackers, reach trucks, and a growing range of warehouse automation solutions. All of this is sold through an international network of dealers across more than 20 markets.
The existing website had been built years earlier when the product range was smaller and the business operated in fewer markets. As the catalogue grew and new language versions were added, the site became increasingly difficult to maintain. Product data lived in spreadsheets. Images were scattered across shared drives. Translations were managed through email threads.
Launching a single new product meant updating content in twelve languages, across dozens of pages, with no automated way to keep everything consistent. The marketing team was spending days on tasks that should have taken minutes.
Fragmented product data
Product specifications, images, manuals, and pricing were scattered across spreadsheets, ERP exports, and individual dealer folders. No single source of truth existed.
Outdated multilingual website
The existing site had grown organically over years, with inconsistent translations, broken layouts on mobile, and page load times pushing past five seconds in some markets.
Manual content updates
Launching a new product meant manually updating dozens of pages across twelve language versions. A single product launch could take weeks to fully propagate.
One system for every product
We built a custom product information management system that gives EP Equipment a single source of truth for their entire catalogue.
Centralised product repository
Every product lives in one structured database. Specifications, images, documents, and videos are managed once and published everywhere.
Multilingual content workflow
Each product field supports multiple languages, with twelve live at launch and no limit on how many can be added. Content editors work in their own language, and the system flags missing translations before publish.
Digital asset management
High-resolution images, product videos, technical drawings, and PDF manuals are stored alongside each product. Automatic resizing for web and print.
Dynamic PDF datasheets
Product datasheets are generated on demand from live PIM data. No more maintaining separate PDF files. Every datasheet is always current, correctly branded, and available in any language.
Auto-translate
New product content can be automatically translated into all supported languages, with human review built into the workflow. Getting a new product live across twelve languages takes minutes, not weeks.
Contextual AI search
Dealers and internal teams can search the EP Equipment database using natural language. The system understands product context, so searching for "indoor pallet truck under 2 tonnes" returns the right results, not just keyword matches.
Built to sell equipment, not just list it
The new EP Equipment website is powered directly by the PIM, so every product page is always accurate and up to date.
The previous website treated products as static pages. When a specification changed or a new model was added, someone had to manually edit HTML across multiple language versions. That approach doesn't scale when you're managing over 2,000 products and translations across twelve languages.
The new site pulls content directly from the PIM. Product pages, category listings, comparison tools, and the download centre are all driven by the same centralised data. When the content team updates a product specification in the PIM, it appears on the website immediately, in every language.
We also built a dealer locator that maps EP Equipment's territory structure, so visitors can find their nearest dealer and enquire directly. Leads are routed to the correct regional sales team automatically.
Website highlights
- Fully responsive design optimised for mobile, tablet, and desktop
- Twelve language versions at launch with unlimited expansion
- Product pages generated directly from PIM data
- Dealer locator with map integration and territory filtering
- Structured product comparison tools
- Video integration for product demonstrations
- Download centre for brochures, manuals, and certificates
- Lead capture forms routed to the correct regional sales team
18 weeks from kickoff to launch
The project ran in overlapping phases, with the PIM build starting before the data migration was complete and the website build starting before the PIM was finished.
Discovery & audit
Weeks 1-3Catalogued the existing product data landscape, mapped dealer workflows, and identified the gaps between what head office published and what actually reached the website.
PIM architecture
Weeks 4-8Designed the product data schema, category taxonomy, and multilingual content model. Built the admin interface for the content team.
Data migration
Weeks 6-10Cleaned, standardised, and imported product data from existing spreadsheets, ERP exports, and legacy CMS content into the new PIM.
Website build
Weeks 8-14Designed and developed the public website with product pages, dealer locator, download centre, and lead capture. Connected directly to the PIM for real-time content.
Multilingual rollout
Weeks 12-16Deployed all twelve language versions, working with regional teams to review translations and ensure market-specific content was accurate across 20+ markets.
Launch & training
Weeks 16-18Rolled out the site and PIM to the full team. Trained content editors and provided documentation for ongoing product management.
What it's built on
EP Equipment now manages their entire product catalogue from one system. New products go live across all twelve language versions in hours, not weeks. Dealers download the assets they need without waiting for head office. And the marketing team has been freed up to focus on campaigns rather than content administration.
The PIM has become the backbone of EP Equipment's digital operations, with plans to extend it to feed dealer websites, print catalogues, and third-party marketplaces.
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