Written by: Anna Ræbild - 23 Jun, 2026 Updated 23 Jun, 2026

8000 products, and zero guesswork

See how Peter Justesen Company A/S uses Search and Recommendations to support product discovery across a specialized international retail business.

Supporting a personalized experience for global customers

Peter Justesen Company A/S isn't your average online shop.

Since 1950, they've served diplomats, embassies, expats, and international organizations - shipping to over 160 countries with an assortment of 8000 products built around global access and duty-free privilege. Their customers come with specific needs, particular brands in mind, and sometimes an occasion on a deadline.

That's the context Casper Ørnbo works in every day as E-commerce Manager at Peter Justesen Company A/S. And in that context, product discovery isn't a ‘nice-to-have'.

Customers need to find the right product quickly, without friction, and without guesswork. Relewise supports that through search and recommendations that adapt to user behavior, product context, and the customer journey.

"Think about who our customers are - a diplomat in Brussels, an expat family in Singapore, someone trying to find a specific bottle of wine for a dinner party in Tokyo. They know what they want. Our job is to make sure they can actually find it, and Relewise helps us with that."

Casper Ørnbo, E-commerce Manager, Peter Justesen Company A/S

Casper Ørnbo says this about Relewise

The solution was built and delivered by Immeo, Peter Justesen Company A/S's implementation partner, on a MACH-based architecture using Umbraco Cloud and inRiver PIM with Relewise at the centre of the product discovery experience, handling personalized search and recommendations.

One of the things Immeo particularly values is the control Relewise hands back to the business: editors can fine-tune search and recommendations themselves as demand and customer behaviour shift, without routing every change through developers. Peter Elmelund Wind, Partner at Immeo, explains:

"Relewise was plug-and-play for us. It's headless and API-first, so it dropped straight into our MACH-based stack and now handles personalised search and recommendations across a complex B2B assortment where discoverability is critical. Instead of routing every change through developers, the editors can fine-tune search and recommendations themselves as demand and customer behaviour shift, keeping relevance high without slowing down day-to-day operations."

Peter Elmelund Wind, Partner, Immeo

Hear what Peter has to say about the implementation of Relewise

Getting to the right product - fast

With thousands of SKUs spanning wildly different categories, search has a single job: get people where they need to go without friction. Peter Justesen Company A/S uses search to do exactly that, and the results show up in the numbers.

Their average click position sits below 2, meaning that customers find what they are looking for within the first 2 results.

No dead ends, no unnecessary scrolling, no guesswork. Just a buying journey that feels effortless rather than exhausting – consistently.

"Often the customers don’t come to us to browse. They come because they need something specific - and often they needed it yesterday. If search doesn't get them there in a few clicks, we might loose them."

Casper Ørnbo, Ecommerce Manager, Peter Justesen Company A/S

Recommendations that fit the moment

Peter Justesen Company A/S also runs Relewise Recommendations across their site - on product detail pages (PDPs), listings, and in the cart. The most meaningful impact shows up on PDPs, where similar product suggestions help customers compare alternatives, find substitutes, or come across something they didn't know they were looking for.

For Casper Ørnbo and his team, it is about being genuinely useful at the moment a customer is already ready to buy.

"Our objective is to enhance the customer experience through relevant recommendations and search. We want to make sure that if you came for the whisky, you also see the glasses. That's what good recommendations should feel like - helpful, not pushy."

Casper Ørnbo, Ecommerce Manager, Peter Justesen Company A/S

One setup, less complexity

Peter Justesen Company A/S doesn't rely on elaborate custom logic or heavy merchandising rules. Search and recommendations work the way they're supposed to, and the consistency makes the personalized experience practical at scale.

"We operate in an environment where reliability is essential - there is no margin for errors. That’s precisely what stands out about Relewise: it consistently performs as expected."

Casper Ørnbo, Ecommerce Manager, Peter Justesen Company A/S

For a retailer built around specificity, zero guesswork shouldn’t just be a promise – it should be the standard they hold everything to. We are very glad to help make that a reality.

What are the steps involved to get Relewise on your site?

Turn the pages on the carousel below to see a simple overview of the 6 steps you will go through together with our team to get Relewise implemented on your site.