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Customer success story
30,000 products. Seven markets. One pricing team.
Luxplus members get every product at a member price, with free delivery. Their benefits grow over time and unlock personalised discounts. Pricen sets the member price underneath, five times a week.
Beauty, health & lifestyle Membership ecommerce Copenhagen, Denmark Seven markets, six on Pricen
5×/wk
Strategic price suggestions, reviewed and released by the team
+2.5%
Sales volume, with gross margin up 1% at the same time
95%
Of the range priced by strategy, every market
~30k
Products live
Across seven markets.
6/7
Markets on Pricen
One platform, local competitor data per market.
95%
Priced by strategy
Of the range, in every market.
5×
Repricing runs per week
Up from two. Proposals reviewed before release.
The company
Membership is the business model. Price is the product.
Luxplus sells beauty inside a closed membership club. Members pay a small monthly fee. In return they save an average of 35% on thousands of brands, including L'Oréal Paris, Olaplex, Redken, CeraVe and La Roche-Posay, and get free shipping and benefits that grow the longer they stay.
The model has taken Luxplus from Denmark into six more Northern European markets. A central team in Copenhagen runs the company, with backing from Danish private equity fund CataCap. One merchandising team there owns the member price of each SKU in all seven markets.
A membership promise that has to hold up in seven markets.
Members join Luxplus for favourite beauty products at member prices, free shipping and early access to new trends. They stay as long as the prices stay good and the benefits keep growing.
Competitors in beauty change prices daily. To keep the promise, Luxplus has to watch and adjust 30,000 products in seven markets and give members a good deal on each one.
The merchandising team's constraint was time
Coverage
The team had 30,000 prices in seven markets to check and no tool to manage or execute them.
Speed
Running price strategies and price changes by hand in Excel took too long for a market that moves daily.
Consistency
Seven local strategies and dozens of product-level rules needed one way of working.
Control
The team chose to download price suggestions and upload them themselves instead of building an API integration. They review each release before it goes live.
Pricen prices the product. Luxplus rewards the member.
Pricen produces one number per SKU per market: a price positioned against live competitors and inside Luxplus's margin boundaries. Campaigns run through the same logic instead of around it.
From there Luxplus takes over. Luxplus adds each member's personalised benefits on top, without changing the member price. Pricen calculates its prices from product roles, costs, competitors, stock and margins.
Personalised member benefits stay with Luxplus, outside the pricing engineIndexed. 100 = market reference price. The member price (index 65) is the number Pricen generates per SKU per market. Luxplus applies personalised member benefits (to index 55) on top without changing the member price.
What changed.
Before
Prices set by rule-based logic in Excel.
→
After
Price strategies built on far more data points, with room for more complex logic.
Before
Reactive pricing: the team caught up with competitor moves after they had happened.
→
After
Proactive pricing on a faster cycle, with a view of price development across markets and scenario simulation before launch.
Before
Price work focused on top sellers, with the long tail left behind.
→
After
Pricen checks 95% of the assortment for price updates daily. The merchandising team reviews and processes the results.
Before
A periodic review cycle chasing a market that moves every day.
→
After
New prices five times a week from live competitor data, plus weekly optimization runs, per product and per country.
Before
Seven markets, seven sets of spreadsheets and manual handling.
→
After
Seven market strategies on one platform. The team spends the saved hours on planning.
Before
Margins and sales protected in bulk.
→
After
Margin floors, price ceilings and category rules constrain each automated decision, per product.
Before
A member price based on general strategies.
→
After
A member price set for each SKU.
Margin and volume, same direction.
A margin gain is easy to fake: raise prices and let the volume go. Luxplus moved both up while keeping the member price favourable. Both numbers rising together means the prices sit in the right place.
Results reported by Luxplus across the catalogue priced by strategy, compared with the equivalent prior period. Axis positions are schematic. Only the Luxplus point carries measured values.
| Metric | Before | After | Change |
|---|---|---|---|
| Gross margin | Baseline | +1% | +1% |
| Sales volume | Baseline | +2.5% | +2.5% |
| Catalogue priced by strategy | Top sellers | ~30,000 SKUs | 95% |
| Repricing cadence | Weekly | Daily checks, 5 runs/wk | 5× |
“We're pricing around 30,000 products across seven markets. That is not a job you do in a spreadsheet, no matter how good you are. Pricen lets us run active pricing across the whole catalogue instead of the top sellers. We still make the strategic calls. We don't spend the week doing arithmetic to execute them.”
How it was built.
The same core architecture in every market, localised to that market's competitor set. Three layers and a boundary produce the member price five times a week.
01Entry
Automated strategy assignment
Products move into and out of pricing strategies as their own data changes. No hand-maintained lists.
02Condition
Live competitive position
Pricen tracks the competitors that matter for that SKU in that country and proposes a new position against those, ignoring the rest of the market.
03Action
AI price optimization
Pricen uses sales history, cost and demand response to find the price point with the highest total profit: volume times margin.
The boundary
Safeguards let the team run automation at this cadence. The team sets the boundaries and Pricen works inside them. Luxplus downloads, reviews and uploads each suggestion before it goes live. Personalised member benefits sit outside that boundary and stay with Luxplus.
Six things, in the order they touch a price.
The first three build the logic. The last three keep it inside the boundaries and save the team time.
01
Pricing automation
Pricen runs the pricing rules the team used to apply by hand: strategy per product group, competitive position, margin boundaries and rounding. Luxplus sets the logic once and applies it across the catalogue, localised per market.
02
Corridor pricing
Pricen prices each product inside a corridor: a floor from cost and target margin, a ceiling from the member-price promise and competitive position. The corridor leaves room for the member benefits Luxplus adds afterwards, and lets the team run 95% of the range five times a week.
03
Internal AI plus external dynamic pricing
AI optimization reads Luxplus's own sales history. Dynamic pricing reads the live market per SKU and country. If the two disagree, the corridor and strategy priority settle it. Luxplus credits this pairing for moving margin and volume together.
04
Promotions in the same logic
The team runs campaign prices, member offers and brand promotions through Pricen, including dates, depth and the return to normal price. Campaigns can't break a margin floor, and products leave promo pricing the day the promo ends.
05
Strategy assignment at catalogue scale
Products enter and leave strategies on their own data: new SKUs, changed cost, competitor coverage, stock status. Coverage holds at 95% of the range in each market without a hand-kept list. At least a third of the strategies per market are optimization strategies.
06
A pricing week that got its time back
The team dropped manual competitor checks and per-market spreadsheets. Pricen produces the suggestions, and the team reviews, downloads and uploads the prices. Reviewing instead of computing lets one team cover seven markets and raise the cadence from two runs a week to five.
Figures reported by Luxplus. Six of the seven markets run on Pricen. Pricen produces strategic price suggestions five times a week, up from two. At least a third of the strategies per market are optimization strategies, repriced weekly. The Luxplus team reviews and releases each suggestion and keeps the remaining ~5% outside strategies on purpose.
The partnership
Clear logic, clean data.
Luxplus's team arrived knowing what they wanted their prices to do, which covers most of the work in a pricing rollout. Ideas went both ways. The Copenhagen merchandising team requested sensitivity and corridor pricing, bulk price suggestion exports and the summary row. Pricen built them, and all three now ship to every customer. The two teams now extend the same logic to markdown and promotional pricing.
“Luxplus knew what they wanted their prices to do, and they told us what was missing. Sensitivity and corridor pricing, bulk price suggestion exports and the summary row came out of this collaboration, and every customer uses them today. It has been a two-way partnership: we made their logic executable at 30,000 products and five runs a week, and they made our product better.”
“What convinced us was seeing margin and volume move in the same direction. The safeguards let us leave it running. We set the boundaries, and nothing goes outside them.”
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