What was the situation?
RAJA Group, the leading European distributor of packaging and business supplies across 19 countries, needed its omnichannel and e-commerce model transformed and the newly acquired Viking business integrated into the group.
What did ARCHITEKT do?
As Omnichannel Data and Tech Advisor with Digital Bridge (2025 to present), Erwan Deschamps advises RAJA Group on its omnichannel and e-commerce transformation and on integrating Viking, the B2B business RAJA acquired from Office Depot Europe.
What changed, measurably?
RAJA Group is running an omnichannel transformation with the Viking integration folded in, targeting a majority of sales online by 2028; the group turned over EUR 1.7 billion in 2022 and serves more than 2 million customers across Europe.
RAJA Group is reshaping how it sells across channels while absorbing the Viking business it bought from Office Depot Europe, so Europe’s leading packaging distributor is being steered toward an omnichannel, e-commerce-led model.
How does a distributor turn an acquisition into omnichannel growth?
The advisory treats the Viking integration and the omnichannel shift as one program rather than two, so RAJA Group, present in 19 countries and serving more than 2 million customers, is working toward a stated target of a majority of its sales online by 2028.