Ibexa and Quable: What a DXP Owning a PIM Means for PIM Buyers

Ibexa, the digital experience platform (DXP) vendor in the QNTM Group, became the majority shareholder of the French PIM vendor Quable on 17 December 2024. Quable is still sold as its own PIM, but it is now one product inside a larger Ibexa platform. In February 2026 Ibexa put Quable under one platform brand with its customer data, marketing automation and content products. In April 2026 it shipped a connector that makes Quable the product data source for websites built on Ibexa DXP.

For PIM buyers, this is a specialist PIM becoming one module of a marketing and experience suite, while its owner says it stays usable on its own. We covered the original announcement in Ibexa acquires majority stake in Quable. This article covers what has happened since.

The deal in December 2024

• Structure: Ibexa became the majority shareholder of Quable. None of the parties disclosed the size of the stake or the price. QNTM Group described the deal as Quable joining Ibexa to expand its DXP cluster.
• Management: Quable's co-founders François-Emmanuel Lamellière, Sylvain Gourvil and Baptiste Legeay stayed at the helm, according to Ibexa's announcement.
• Stated rationale: Ibexa said it would help Quable expand internationally and accelerate its roadmap. Quable said it keeps operational independence in defining its PIM.
• Quable at the time: Quable reported more than 300 brand customers in 85 countries, 50 employees and more than 40 million products managed, mainly in fashion, luxury, food and industrial goods. These are Quable's own figures.
• The owner: QNTM Group is a MarTech group founded in Norway in 2021 and backed by Altor Fund V. At the time its portfolio also included Actito, Bizzkit, Notificare, Raptor and Qualifio.

What has happened since

• One platform brand, February 2026: On 5 February 2026 Ibexa announced that it was unifying the QNTM MarTech portfolio, Actito (customer engagement), Qualifio (data collection), Quable (PIM) and Raptor (customer data platform), into one "orchestration platform" built on Ibexa DXP. It also introduced a new SaaS CMS, Cohesivo. Ibexa says each product remains independent, with continued investment in its roadmap.
• What Quable told its customers: Quable's own post on the same day says the interface, data models, workflows, governance rules, teams and support contacts stay the same. It also says the Ibexa name will appear more often in product updates, support communications, documentation and event invitations, and that Quable's brand will gradually align with Ibexa's visual identity.
• A connector, April 2026: Ibexa DXP v5.0.7, released on 20 April 2026, added a Quable PIM integration add-on. Ibexa's documentation calls Quable "Ibexa's PIM solution". The connector runs an initial synchronization and then picks up product and classification changes through Quable webhooks. Ibexa reads the data with a read access token, and all product management stays in Quable.
• AI agents on the roadmap: Quable's website lists AI content enrichment and bulk translation as live. It announces "Quable Agents" from September 2026, "powered by the Ibexa Agentic Platform", and flexible agent workflows from January 2027. These are announced roadmap items, which we have not tested.

What DXP and PIM convergence means

Our reading: a DXP builds product pages, campaigns and personalized content, and all of that needs structured product data. A DXP vendor that owns a PIM controls the source of that data instead of depending on a partner. The Ibexa connector shows the direction of the flow. Quable holds the product record and Ibexa consumes it.

This mirrors the split described in our commerce stack explainer: the PIM owns product content and the experience layer displays it. Common ownership changes who sells and supports both systems. It does not change which system owns the data.

It also sits inside the composable debate. Ibexa describes its platform as products that work on their own and better together, which is a suite sold as composable parts. Our article on headless, composable and MACH architectures explains where the PIM and the CMS each sit in that kind of stack.

What it means for buyers

The ownership adds points to a PIM evaluation. It does not decide one. Data model fit, workflows and governance for your catalog still decide whether a PIM works for you, and integration is one point among those.

• Teams running Ibexa DXP: a vendor-built, documented connector now exists. Points that usually come up are the minimum Ibexa version (v5.0.7 or later), how the sync handles your attribute model and languages, and who supports the connector.
• Teams on another CMS, DXP or commerce platform: Ibexa and Quable both say Quable stays usable as a standalone PIM that integrates with existing stacks. The open question is how connectors to non-Ibexa systems are prioritized next to the Ibexa integration, which is worth getting in writing.
• Current Quable customers: the February 2026 post promises no change to configuration, data models or support contacts. The changes it announces are in communication and branding. Contract terms, pricing at renewal and any bundling with other Ibexa products are not covered by the public announcements.
• Buyers comparing suites with best-of-breed tools: Quable is now available both ways, as a standalone PIM and as a module in the Ibexa platform. That makes it worth asking which commercial model applies to you.

Part of a wider pattern

PIM and master data tools keep moving into larger platforms. Salesforce, for example, completed its acquisition of the data management vendor Informatica on 18 November 2025. Ibexa and Quable sit at the marketing and experience end of that trend, at a much smaller scale. Our timeline of PIM market acquisitions and funding tracks the other deals.

Sources

• Ibexa, Ibexa and Quable: the alliance of two market leaders in Digital Experience, 17 December 2024
• QNTM Group press release, 17 December 2024
• Quable blog, Ibexa and Quable, 17 December 2024
• Blueprint Partners deal page, 17 December 2024
• Ibexa press release, 5 February 2026
• Quable blog, Quable is now part of the Ibexa orchestration platform, 5 February 2026
• Ibexa DXP v5.0 release notes
• Ibexa docs, Quable PIM Integration
• Ibexa docs, Install Quable connector
• Quable homepage
• Salesforce, Salesforce Completes Acquisition of Informatica, 18 November 2025