What is Struct PIM?
Struct A/S is based in Odense, Denmark, and describes itself as the market leader for PIM in Denmark. Danish private equity firm VIA equity acquired a majority stake of about 75% in 2022. The company reported its strongest year to date for 2025, with profit of DKK 5.45 million, more than double the prior year, and stated an ambition to become the preferred PIM platform in the Nordics before expanding further into Europe.
Struct PIM 4, announced in November 2024, moved the product to a multi-tenant cloud architecture on Microsoft Azure with a redesigned interface. The platform covers core PIM, a media library, business rules, workflows, publications for print, a Supplier Onboarding Portal and an Asset Sharing Portal. More than 50 connectors span e-commerce (Shopify, Adobe Commerce, commercetools, BigCommerce), ERP (SAP Business One, Business Central, Infor M3, IFS), DAM (Bynder, QBank) and marketplaces.
AI capabilities have been added steadily: the AI Assistant, Data Extraction, AI Image Manipulation and, in September 2026, an MCP server. Pricing is published in euros, which is uncommon in this market and simplifies early budgeting.
strengths
- Transparent published pricing with unlimited SKUs, catalogues, assets and markets on every tier.
- Broad connector catalogue of more than 50 integrations across e-commerce, ERP, DAM, CMS and marketplaces.
- Practical shipped AI features: AI Assistant, Data Extraction, AI Image Manipulation and an MCP server.
- Multi-tenant Azure architecture since Struct PIM 4, with two environments and continuous backup included.
- Financially profitable vendor with a strong Danish customer base including Royal Unibrew, Kompan and Bolia.
considerations
- Presence outside Denmark and Sweden is limited; buyers elsewhere should check local partner coverage and language support.
- GS1 and BMEcat are not listed among connectors; ETIM is available as a paid connector app.
- Users and languages are capped on Basic and Professional tiers, with extra users at EUR 70 and languages at EUR 200 per month.
- Founding year and headcount are not published by the vendor.
Who is Struct best for?
Nordic mid-market retailers, wholesalers and manufacturers that want a quick-to-adopt SaaS PIM with predictable pricing.
European presence. Headquartered in Odense, Denmark, with a stated market-leading position in Denmark, early customer wins in Sweden and more than 30 qualified implementation partners.
Capabilities and AI
Struct PIM 4 includes an AI Assistant for generating and translating product content, which business rules can trigger automatically. Data Extraction converts supplier datasheets into structured attributes, AI Image Manipulation edits product images inside the PIM, and an MCP server (announced September 2026) gives AI agents governed access to product data. AI usage is billed pay-as-you-go or via the customer's own licence.
Core capabilities
Industries served
Integrations
Data standards
Recent developments
- 2024-11 Announced Struct PIM 4 with a redesigned interface and multi-tenant architecture on Microsoft Azure.
- 2026-03 Reported its strongest financial year, with 2025 profit of DKK 5.45 million, more than double the prior year.
- 2026-09 Published details of the Struct PIM MCP server, giving AI agents access to product data and capabilities.
Frequently asked questions about Struct
How much does Struct PIM cost?
Struct publishes monthly prices: Basic from EUR 2,200, Professional from EUR 3,510 and Premium from EUR 4,800, with Enterprise priced on request. All tiers include unlimited SKUs and assets. Add-ons such as the Supplier Onboarding Portal, Publications and the ETIM Connector App carry separate monthly fees.
Who owns Struct?
Struct A/S is privately held. Danish private equity firm VIA equity invested in 2022 and lists an ownership stake of about 75%. The company is headquartered in Odense, Denmark. PIM Atlas found no verified announcement of a later change of ownership as of October 2026.
Is Struct PIM cloud-based?
Yes. Struct PIM is sold as software as a service. With Struct PIM 4, announced in November 2024, the platform moved to a multi-tenant cloud architecture on Microsoft Azure, allowing updates to roll out to all customers. Each plan includes a production and a test environment with point-in-time backup.