How do you get material facts and certifications onto the product page?

Pull them out of the places customers never look. DOUXE's thread counts, weaves and certifications like DOWNPASS and Oeko-Tex Standard 100 sat in Shopify tags and an inconsistent product_type field. A knowledge document per product group now carries those facts into the copy customers read.

Will generated content in three languages still sound like the brand?

That is what the guardrail documents are for: a tone of voice document, a translation glossary and a separate German writing-style document sit alongside the product-group knowledge documents. One source catalog generates Dutch, English and German content without losing DOUXE's voice.

How do you keep product content consistent across thousands of variants?

Work per product group, not per product. DOUXE's 1,005 products and 11,278 variants across 292 collections are covered by knowledge documents for bath linen, bed linen, beds, duvets, featherbeds, pillows and home accessories, so every product in a group draws on the same verified facts.

Can catalog restructuring run while the store keeps selling?

Yes. DOUXE's onboarding is underway while the store trades: the locale fix landed first, classification followed, and content is generated product group by product group. The catalog improves in slices instead of waiting for a big-bang relaunch that blocks everything else.

What's different about generating multilingual content from one source instead of translating page by page?

Page-by-page translation copies whatever the page happens to say, mistakes included; at DOUXE it would literally have translated English into English because of the locale mix-up. Generating from one clean source catalog with a glossary produces three languages that agree with each other.

DOUXE × Automated Commerce

Q: How do you fix a messy product catalog before translating it?

Structure first, translate second. DOUXE's catalog was classified into the standard retail taxonomy using the messy product_type values and tags as raw material, and a locale mix-up (Dutch copy stored in the English slot) was corrected first, so translation runs from a clean source.

DOUXE Hotel Luxury supplies signature beds, bed linen and bath linen to five-star hotels, B&Bs and yachts worldwide, and sells the same premium collections for the home. The facts that sell that kind of product, thread count, weave, material, certification, were sitting in Shopify tags and an inconsistent product_type field, not in the copy customers read. Automated Commerce is working through DOUXE's catalog to fix that, product group by product group, in three languages.

About DOUXE

DOUXE is a luxury hotel brand supplying signature beds, bed linen and bath linen to five-star hotels, B&Bs and yachts worldwide. The same premium collections are available for at home. Active across Europe, with a focus on the Netherlands, Belgium and Germany, DOUXE reaches customers online and through flagship stores in Amsterdam and The Hague.

Founded in The Hague in 2006 as a featherbed specialist, the company rebranded to DOUXE in 2018 under the tagline “Bring Hotel Luxury Home”. The range runs from beds and boxsprings to featherbeds, duvets, pillows, bed linen, bath and spa textiles, and home accessories. DOUXE Hospitality supplies bespoke bed and bath linen to hotel partners.

The challenge

The facts that sell hotel textiles (thread count, material, weave, and certifications like DOWNPASS, Oeko-Tex Standard 100 and the Cotton Egypt Association) were not in DOUXE's product copy. They sat in Shopify tags and in a product_type field full of inconsistent Dutch values. On top of that, the catalog had a locale problem: the Dutch copy was stored in the English locale slot, so translating from that field would have run English into English. That had to be corrected before a single translation could run.

How Automated Commerce helps

Automated Commerce used the messy product_type values and tags as raw material and classified DOUXE's catalog into the standard retail taxonomy. For each product group (bath linen, bed linen, beds, duvets, featherbeds, pillows and home accessories) it wrote a knowledge document carrying the facts a shopper needs: material, weave, certification and the rest. A tone of voice document, a translation glossary and a separate German writing-style document sit alongside those, so one source catalog generates Dutch, English and German content without losing DOUXE's voice. The locale mix-up was corrected first, so translation runs from a clean source instead of English to English.

Where it stands

DOUXE's onboarding is still underway. The catalog and content work stand at:

1,005 products and 11,278 variants across 292 collections.
996 of 1,005 products classified into the standard retail taxonomy, 99%, across 72 categories.
857 products complete in English and German, up from 376 a month earlier.
830 products active and live on Shopify.
21 knowledge documents, one per product group plus tone of voice, glossary and a German writing-style guide, govern the content.

We started with Automated Commerce to make managing translations and products easier but the app has so much more to offer. Dedicated agents for Marketplaces for example. The team is really helpful and responds quickly to any questions.

DOUXE Hotel Luxury, five-star review on the Shopify App Store, August 2026.