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Red Bull launches global B2B portal with hybris software

Red Bull has implemented a new global B2B order management portal based on the hybris B2B Commerce solution.

The portal, known as the SOET 2.0 Solution, provides a highly flexible solution for quick and easy order entry for global retailers and distributors placing orders with the beverage brand across multiple channels.

Launched in March 2013, the global roll-out was completed in June 2013 and 79 countries are now using Red Bull’s order management portal utilizing hybris’ B2B Commerce solution.

Founded by Dietrich Mateschitz in the mid-1980s and inspired by functional drinks from the Far East, Red Bull is currently available in more than 165 countries. As part of its global expansion strategy, the company was looking for an order management solution that could deliver all the functionality of its incumbent in-house solution on a flexible platform.

“The flexibility of our new and innovative online B2B store enables us to provide a user interface that creates a highly personalized shopping experience for our customers, as advanced as any of the best consumer sites customers are accustomed to using,” said Christian Stoxreiter, head of Red Bull’s business application team.

The platform was implemented by hybris’ partner,, using the hybris B2B Commerce Accelerator, 1 Magic Quadrant for E-Commerce” (May 2013)
a production-ready, customizable, multi-channel framework designed for business-to-business trading.