State of Brand Management Tools 2024

Silhouette International Looks Into a Digital Future with CELUM


Since 2004, Silhouette International has been using CELUM to centrally manage and steer its digital content. Since then, the content hub has developed into Silhouette International‘s all-round service platform. As a content supply chain platform, CELUM seamlessly integrates with a variety of third-party systems and helps to optimise business processes. Stakeholders have self-service access to relevant assets via brand portals. CELUM Copyrights Management provides consistent support to ensure compliance with usage rights. CELUM Reporting enables Silhouette International to analyse and respond to the needs of its stakeholders. Silhouette International continues to rely on CELUM and on an even more intensive digital transformation of its business.



Silhouette International has been a global leader in the premium eyewear segment since 1964 and has revolutionised the eyewear industry from the very beginning. In 2017, Silhouette International evolved into a full-range supplier of lenses and frames, and optical lenses are now also manufactured to the highest technical standards at its headquarters in Linz. With 13 of its own international subsidiaries, a regional office in Dubai and a network of 22,000 opticians, Silhouette International operates in over 100 countries worldwide. Export accounts for 95% of its production.

With increasing digitalisation, Silhouette International was quick to recognise the benefits of a content supply chain platform. The aim was to support the company‘s digital transformation and ensure copyright compliance.

Up to 60,000 users around the globe are be able to access around 300,000 digital assets. Due to the different time zones, the sales companies, distributors, agencies and opticians should have access to content selected for them via self-service portals.

“With CELUM as our all-round service platform for digital data, we serve our stakeholders optimally far beyond the normal scope and always have the time-limited copyrights automatically in view.”
Dr. Anja Strejcek
Head of PR & Communication


Silhouette International has been using CELUM as its international content hub since 2004. CELUM as a content supply chain for a variety of systems and touchpoints has been seamlessly integrated with third-party systems such as CMS, ERP, brand portals, stores, websites, iPad app for sales representatives, online catalogue, newsletter system, MS Office, Adobe Suite, Pepperi and engage. Content managed centrally by CELUM are used multiple times across channels without producing duplicates.

CELUM has become Silhouette International‘s all-round service platform for digital data. Information related to products, marketing, PR as well as technical data are centrally managed in CELUM.

In order to provide optimal content on a self-service basis to the different stakeholders such as employees, sales companies, distributors, agencies and optician partners, several portals were built for the various target groups and brands.


Downloads per year


CMS, ERP, iPad-app, newsletter, MS Office, Adobe Suite, Pepperi


SINCE 2004

Intuitive Self-Service Center for Optician Partners

Optician partners worldwide have access to the latest materials for professional advice and sales support of end customers on a 24/7 basis. In addition, the back office is on hand to provide advice as usual.


The rights of image materials are usually available only for a certain period of time. Users must accept copyright agreement in order to download assets. Ten days before the expiration of the copyrights, a notification is sent to the user via e-mail. It lists all downloaded materials that may no longer be used after the expiration of the copyrights and must be removed. The content is then automatically removed from CELUM.


Silhouette International knows which stakeholders, downloaded which materials and are thus used in the markets and in the optical stores. This enables them to meet the needs of their customers even better.

Silhouette Mockup

Silhouette International

Since 1964, Silhouette International has risen from a small start-up to the world market leader in the premium segment of rimless eyewear. The company, with its brands Silhouette, NEUBAU EYEWEAR and evil eye, is known for the highest precision, the best quality and innovation. Silhouette International Schmied AG employs around 1,400 people worldwide and has 13 own international subsidiaries. Export accounts for 95% of its production. The glasses are available in over 100 countries.


With CELUM, you inspire customers with compelling content about your product world.


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Streamlining content creation and management of assets, simplifying online proofing and collaboration, to facilitate a content exploration experience that wows your audiences.

Asset 20

A platform for global brands to manage their digital content, deliver omnichannel, personalised marketing strategies, and overcome complexity in product assets, audiences, integrations and more.

High-End Digital Asset Management

Specialised in mastering the complexity of assets, audiences, integrations and more.

Product Content Management

Centralise, connect, manage in bulk product assets.

Creative Content Collaboration

Give concise feedback. Create workflows. Collaborate efficiently.


100+ applications and extensions accessible via integrations.