Press Release

Keyrus helps Linea Directa define and implement its digital retail strategy in Colombia

  • #Retail
  • #Digital

Keyrus announces the successful implementation of Linea Directa’s first step towards digitalization, with the roll-out of an innovative, state-of-the-art, omni-channel commerce solution for PCFK/Pacifika, one of Linea Directa’s fashion brands.


Linea Directa is a leading direct selling company in Colombia, with three fashion brands: Pacifika, Carmel, and Loguin. The company is known for its strong employee culture and innovative working environment.

Linea Directa's objectives were to define its digital transformation strategy and roadmap, and improve both its customers' experience and that of its tens of thousands of sales consultants. To help it achieve these goals, it selected Keyrus for its digital commerce experience, as well as its technical and functional expertise in the SAP Hybris omni-commerce solution.

Keyrus was recommended to us by SAP for its global and regional presence, its experience, and its digital insight, as well as its ability to overcome our digital challenges”, explains Fabio Ardila Martinez, Head of Digital at Linea Directa.

To support this project, Keyrus proposed a flexible and realistic schedule, based on a recognized agile project methodology.

The SAP Hybris solution now provides full digital insight on the entire product catalog. As well as providing online marketing materials, training and product information, it allows sales consultants to access an incentive program that aims to make them even more motivated to sell Pacifika products.

For a direct selling company like Linea Directa, the biggest game-changing aspects of this project were the connection it created with the end customer, and the capabilities it offers both in terms of obtaining insight into customers and personalizing their engagement, and providing support for the company's traditional channel participants within a new B2B2C business model and paradigm. Complementing the printed catalog cycle with a dynamic sales platform also provides enhanced capabilities when it comes to promoting products and launching new ones, thanks notably to the feedback possibilities and measurement speed offered by the internet, and all this adds even greater value to a fast-fashion business such as Línea Directa.

Keyrus’s pragmatic approach has been in tune with the vision of Fabio Ardila Martinez, who comments:

Keyrus enabled us to successfully carry out our project, which went live on time. Savvy, omni-commerce experts, analytical, and hands-on are the words I would use to describe Keyrus, as they fine-tune payment methods on the website for the season.”

“Working with Linea Directa is a unique opportunity and great experience for Keyrus”, underlines Stephan Samouilhan, Global Vice President of Keyrus Digital. “Not only has it allowed us to work with a great and visionary team on a strategic roadmap for Linea Directa's digitalization, but with this company as a client, Keyrus is also increasing its foothold in the fashion/direct selling sector in Northern Latin America, and more specifically in Colombia, where we are investing in new offices in Medellin and Bogota to support our growth”.




Founded in 1997, Linea Directa is one of the largest fashion retailers in Colombia, specializing in direct sales with three brands:

  • Carmel: www.carmel.com.co
  • Loguin: www.loguin.com.co       
  • Pacifika: www.Pacifika.com

Linea Directa is a company actively seeking to build a better country, where people wake up motivated and are empowered to do their job, and where our products exceed our customers' expectations.  Our team is always looking forward to learning new things and solving complex problems. We are a company permanently looking to improve millions of lives and make people happier!

For more information: www.lineadirecta.com.co

Download PDF