Back-end, Cloud solution, Website

Calex is the retail brand for lighting products of the Rotterdam company Electro Cirkel. The Calex product range consists of innovative and trendsetting energy saving lamps and LED lighting. All lamps are distributed world wide by retailers or under private label. In an ever increasing number of European countries you will find Calex lamps on the shelves of building material wholesalers, supermarkets and department stores.


Electro Cirkel strongly desired to develop an informative end consumer website containing lamp specifications, product sheets and product availability. This website needed to load information quickly and should be easily expandable into multiple languages.


The starting point for this project was building a framework to be transformed into an online webshop in the near future. All retailers (e.g. building material wholesalers and DIY stores) should be able to offer the full Calex product range via application programming interfaces (API). We have built all this into a Wordpress solution with MailChimp integration.


Calex products are located in the Enterprise Resource Planning (ERP) system. To optimize the performance of this website we decided to develop a custom made cloud solution. In it, all products are synchronized and cached during sleep hours. This speeds up the search engine, filtering system and auto-complete functions considerably. The search engine boasts auto suggestions to help find products more efficiently. Next to product range filtering, Calex also offer an energy calculator, comparison tool, store locator in Google Maps and a lamp knowledge base. These functions are invoked via a custom made interface (API).


To make sure all product data can be published into one standardized form, the website uses PDF writer software. This way, product sheets and energy labels can be downloaded on the spot for any product.

Wondering if this might work for you?

We’re in the business of digitally enhancing your company or brand. By truly interfacing. And using our programming prowess to transform those interfaces into interaction. Like the case above. Are you wondering if we can ‘crack your case’ as well? Then simply contact Arno: