Nilfisk - Global Web Platform Rebuild on Umbraco 13 Headless CMS & Next.js
A global platform that had outgrown its tech stack
Nilfisk's legacy Umbraco 7 site had reached end-of-life. The platform had become unstable and could no longer support the demands of a global enterprise managing a product catalog of 100,000+ SKUs. A simple version upgrade wouldn't cut it – this called for a greenfield web portal rebuild on a modern stack, designed around today's UX expectations.
Global reach
Serving 50+ countries and ~70 languages with region-specific product variants
Massive catalog
Surfacing 100,000+ products and accessories with always-fresh, lightning-fast search
Diverse audiences
Intuitive navigation for both industrial buyers and consumer households
Mission-critical stability
High-availability infrastructure for a business-critical revenue channel
More than a tech swap – a digital customer experience reinvention
As the manufacturer behind professional vacuums, floor scrubbers, pressure washers, and consumer cleaning equipment, Nilfisk owns one of the broadest cleaning technology portfolios in the world. The new website was a cornerstone of a wider brand and digital experience refresh.
Modern visual identity
A 2024+ design language that reinforces brand authority and buyer trust
Faster path to product
Facility managers, industrial buyers, and consumers find the right product in seconds
Frictionless lead capture
Clear CTAs on every page, piping qualified leads straight into Salesforce CRM
Unified brand presence
A reusable design system, extensible across Nilfisk's wider web ecosystem
Built to scale globally
Architecture ready for new markets, languages, and product lines
A composable web platform architecture
Content management, product data, and frontend rendering each live as independent but tightly orchestrated layers. This composable approach means every component can evolve and scale on its own timeline – the foundation of a true MACH-aligned digital experience platform.
Umbraco 13 Headless CMS
Multi-site, multi-language content management. Regional editorial teams ship content independently through a WYSIWYG editor – managing landing pages, product categories, and metadata for their own market.
PIM → Algolia Index
Nilfisk's PIM system feeds an Algolia search index with 100,000+ products. Product pages render directly from the index rather than the CMS – always fresh, always fast.
FormAssembly + Salesforce
Native Salesforce integration routes form submissions straight into the sales pipeline. Zero manual handoff, zero lost leads.
Next.js + SSR + Redis
Pages assemble on the fly: parts come from the Umbraco API, parts from the Algolia index. **Server-Side Rendering** delivers instant load times and best-in-class SEO performance, with Redis caching squeezing response times even further.
The technical foundations
Umbraco 13 Headless CMS
Headless, dynamically scaled content delivery via API across 70+ language variants
Next.js + SSR + Redis
Server-Side Rendering for elite SEO and Core Web Vitals scores, backed by Redis caching
Algolia Search
PIM-fed search index delivering fast, relevant, region-aware results across 100K+ SKUs
FormAssembly + Salesforce
Native CRM integration with real-time lead routing and instant sales-team alerts
Azure Cloud
Horizontally scaled hosting for the CMS and frontend layers – global reach, enterprise-grade availability
How we worked together
Nilfisk engaged ALLWIN during the planning phase – the rare combination of Umbraco depth and modern frontend expertise under one roof let us accelerate both design and engineering. As development ramped up, ALLWIN took the coordination baton and ran the project to launch.
2 Frontend Technical Leads
8 Backend Developers
8 Frontend Developers
2 DevOps Engineers
1 Designer
Scrum Master
Project Manager
A future-proof, globally scalable digital platform
The new Nilfisk site is a step-change in the company's online presence.
Unified global experience
50+ countries and ~70 languages on one platform, with region-tailored content and product variants
Lightning-fast product discovery
Algolia-powered search returns instant, relevant results across the 100,000-SKU catalog
Editorial autonomy
Regional teams update their own content via Umbraco's WYSIWYG editor – no developer tickets required
High-conversion lead engine
FormAssembly–Salesforce integration delivers every inquiry straight to the sales team in real time
Scalable, composable architecture
Composable foundation plus Azure Cloud hosting means new markets and features ship fast
Reusable design system
A unified visual system that extends across Nilfisk's wider web portfolio, reducing future build costs
