pim atlasEdition 2026.10
vendor profile · Mid-market PIM

W4

Elytra PIM is the continuation of Lobster_pim, whose full source code Swiss company W4 acquired from Lobster DATA GmbH in June 2025 and renamed in Release 25.0. It is a no-code, configurable PIM for mid-sized and large companies, available on-premise, in a private cloud or as SaaS. Customers inherited from Lobster include Lidl, Beckhoff and Galenica. Elytra PIM suits existing Lobster_pim users and DACH buyers who prioritise sovereign hosting.

Zurich, SwitzerlandFounded 1994SaaS, Private cloud, On-premiseVerified 2026-10

What is Elytra PIM (formerly Lobster_pim)?

Lobster_pim was developed by Lobster DATA GmbH, the German data integration company based in Tutzing. In June 2025 W4, a family-owned digital agency and software company with roots in Zurich, acquired the complete source code with all components and functionality. Lobster refocused on data integration and process automation, and its current website lists only the Lobster Data Platform. W4 had been part of Lobster's partner network for many years through its brand wps4digital.

W4 renamed the product Elytra PIM in Release 25.0 (Q3 2025), alongside web client bug fixes, and announced RESTful product data APIs based on OpenAPI for Release 25.1 (Q4 2025). Existing customer contracts concluded with Lobster continue unchanged, and W4 states that integrations with Lobster_data, priint:comet, Canto and SixOMC are maintained. A dedicated support and development team works in German and English.

Functionally, the product offers central product data management with a no-code configurable data model, multilingual content, validation rules, role-based workflows and automated publishing to print, e-commerce and other channels. Legacy Lobster_pim documentation lists BMEcat output and priint:comet print integration. Named customers include Lidl, Beckhoff, Galenica, Fenaco, Böllhoff, Bystronic and Thonet, and W4 cites typical implementations of four to eight months. Hosting is offered on-premise, in a private cloud or as SaaS, with an emphasis on sovereign hosting.

strengths

  • Established product with an installed base inherited from Lobster, including Lidl, Beckhoff and Galenica
  • Choice of on-premise, private cloud or SaaS, with sovereign hosting positioned for DACH buyers
  • No-code configuration of the data model, workflows and validation rules
  • Continuity for existing customers: Lobster contracts and key integrations (Lobster_data, priint:comet, Canto) are maintained
  • Typical implementation time of four to eight months according to W4

considerations

  • Product ownership changed in 2025; buyers should review W4's roadmap, release cadence and development capacity
  • No shipped AI features are documented
  • Standards support beyond BMEcat (ETIM, ECLASS, GS1) is not documented and should be confirmed
  • Delivery of the OpenAPI-based REST API announced for Release 25.1 should be verified

Who is W4 best for?

Existing Lobster_pim customers and DACH mid-sized companies that want a configurable PIM with on-premise or sovereign hosting options.

European presence. W4 has offices in Zurich and Baar (Switzerland), Dresden (Germany) and Bratislava (Slovakia), offers support in German and English, and promotes sovereign hosting without dependence on US providers.

Capabilities and AI

Not disclosed. W4's Elytra PIM product page and release information do not describe shipped AI features.

Core capabilities

PIMNo-code data model configurationMultilingual contentRole-based workflowsValidation rulesMultichannel publishingPrint output (priint:comet)

Industries served

ManufacturingWholesaleRetailHealthcare and pharmacyAgriculture cooperatives

Integrations

Lobster_datapriint:cometCantoSixOMCRESTful API (OpenAPI, Release 25.1)

Data standards

BMEcat

Recent developments

  • 2025-06 W4 acquired the complete Lobster_pim source code from Lobster DATA GmbH, which refocused on data integration and process automation.
  • 2025-09 Release 25.0 (Q3 2025) renamed Lobster_pim to Elytra PIM; W4 announced OpenAPI-based REST APIs for Release 25.1 in Q4 2025.

Frequently asked questions about W4

What happened to Lobster_pim?

In June 2025 the Swiss company W4 acquired the complete Lobster_pim source code from Lobster DATA GmbH, which refocused on data integration and process automation. W4 renamed the product Elytra PIM in Release 25.0 in the third quarter of 2025 and continues to develop and support it.

Are Lobster_pim contracts still valid under W4?

Yes. W4 states that existing contracts originally concluded with Lobster continue after the acquisition without changes or interruptions. W4 set up a support team with knowledge of the Lobster_pim architecture and says integrations with Lobster_data, priint:comet, Canto and SixOMC are maintained.

How is Elytra PIM deployed?

W4 offers Elytra PIM on-premise, in a private cloud or as SaaS, and positions the product around sovereign hosting without dependence on US providers. Typical implementations take four to eight months, with data migration and integration accounting for most of that time, according to W4.

sources
  1. https://www.w-4.ch/en/products/elytra
  2. https://www.w-4.ch/en/about-us/news/source-code-take-over-lobster-pim
  3. https://www.w-4.ch/en/news/lobsters-pim-becoming-elytra
  4. https://www.lobstersoftware.com/en/about-us/
  5. https://www.lobster-world.com/wp-content/uploads/2023/10/Lobster_pim_product_brochure_EN.pdf
  6. https://www.w-4.ch/en/about-us