Oras Group Partners with NoA Ignite on a Multi-Year Group CRM Transformation Using Salesforce

Helsinki / Rauma, 26.6.2026 — Oras Group, the multi-brand bathroom supplier behind the Oras, HANSA, Gustavsberg, and Vatette brands, today announced the launch of a multi-year Group-wide CRM Transformation programme in collaboration with digital consultancy NoA Ignite to deploy Salesforce. This includes leveraging Salesforce’s Agentforce platform to deploy AI agents across sales, service, marketing and field service teams. The programme will replace a fragmented landscape of legacy CRM systems with a unified Salesforce platform built to support Oras Group's ambitions across Nordic and Central European markets.

The initiative comes at a pivotal moment for the company. Following the completion of its acquisition of the Gustavsberg and Vatette businesses from Villeroy & Boch in October 2025, Oras Group now operates four distinct brands across the Nordics and Central Europe, with combined annual revenues of around 300 M€. A unified customer platform is the next step in turning that portfolio into something greater than the sum of its parts — for customers, partners, and field teams alike.

Jaakko Marjanen, EVP, Strategic Business Unit Central Europe and Project Sponsor: 

“At the core of our strategy is first-in-class customer experience, with a group-wide CRM tool playing a key role in enabling and enhancing this for our customers. Four brands, one experience, all our markets. We chose partners who understood both the scale of what we're building and the human side of how it needs to work.”

The programme covers Agentforce Sales, Agentforce Service, Agentforce Marketing, and Agentforce Field Service, covering every touchpoint in the customer journey from first outreach to on-site service. The rollout begins with Nordic markets, before extending to Central European operations in subsequent programme phases.

One platform. Four brands. Every market.

The transformation replaces a patchwork of legacy tools with a single architecture — built once, built right, and designed to serve Oras Group's full brand portfolio across languages, geographies, and sales channels. Sales teams will gain mobile-first tools for field execution. Service teams will work from a unified 360° customer view across all brands. Marketing teams will be able to run sophisticated, consent-aware campaigns across markets from day one — connected to real product data, real customer segments, and real results.

Taira Tepponen, Country Leader Salesforce Finland:

“Oras Group's transformation is a strong example of how a unified Salesforce platform supports multi-brand, multi-market businesses to create genuinely connected customer experiences — from field sales to AI-powered service and marketing, on a single architecture built for growth.”

The architecture is engineered as a long-term foundation. Every decision made in the first rollout — data model, consent framework, integration patterns, platform governance — is a decision the whole programme inherits. That means faster delivery as the programme extends, and a customer experience that compounds in quality over time.

A partnership built on design

NoA Ignite was selected as Oras Group’s implementation partner following a competitive process. The deciding factor was not technology alone — it was an approach that puts real human experience at the centre of the work.

Rather than optimising for implementation speed in isolation, NoA Ignite's methodology grounds every design and configuration decision in how actual users — sales reps in the field, service agents on the phone, marketers coordinating cross-border campaigns — will experience and adopt the platform. Change management runs as a continuous delivery workstream from day one, not a training event bolted on at the end.

AI capability is woven into the programme from the outset. NoA Ignite's approach to AI-enabled CRM delivery — applied across intelligent automations, data activation, and customer journey orchestration — ensures the platform is built to take advantage of Salesforce's AI and agentic capabilities.

Gøril Rønning, Group CEO, NoA Ignite: 

“The reason programmes like this succeed or fail rarely comes down to technology. It comes down to real people — in the field, in service centres, in marketing teams — actually experience it as something that makes their work better. That's the design challenge we showed up to solve for Oras Group, and it's what we're here to deliver.”

The delivery team is fully cross-functional and Nordic- and DACH-based, enabling real-time stakeholder engagement, workshops conducted in the local context, and go-live decisions made with genuine market understanding.

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