“Northern Europe has a high demand for standardization”
Question: Stefan, morphe* has also been operating as a regional office in Northern Europe since September 2025. How did you come to take on the role of ECLASS Office Nordics?
Stefan Willms: We have built up new staff capacity in Sweden, which has enabled us to take on this role. The market there offers strong potential, and not just in the furniture sector.
Question: What special features do you see in the Nordic market when it comes to ECLASS?
Stefan Willms: The culture of digitalization is simply different there. Our market insights show that ECLASS is hardly known or established there yet. Nevertheless, there is a high demand for standardization – beyond what the established standards there can achieve.
Question: What synergies result from the connection between morphe* and ECLASS? Are there any joint projects or goals that you are pursuing in the near future?
Stefan Willms: Product data is our core business – and without classification, product data is hardly usable in a meaningful way. Communication along the supply chain also only works if everyone speaks the same language. ECLASS offers exactly this standard language.
Question: What challenges do you see in serving an international market such as the Nordics? Have you received any initial feedback or gained any experience?
Stefan Willms: It is an exciting opportunity to learn about different business models under the respective local conditions. Initial feedback shows that there is interest—now it's a matter of building trust and demonstrating added value.
Question: What are your plans for the further development of ECLASS in the region?
Stefan Willms: Quite clearly, we want to raise awareness of ECLASS, spread its use, and establish it in the market. The goal is to attract new users and retain them in the long term.
Question: What motivates you personally about working with ECLASS and its international orientation?
Stefan Willms: Product communication along European supply chains is a real lever. The more companies use ECLASS, the greater the added value for everyone—that motivates me a lot.
