[WIP] Flexible entity into PIM

Bug fix: [yes|no]
Feature addition: [yes|no]
Backwards compatibility break: [yes|no]
Unit test passes: [yes|no]
Behat scenarios passes: [yes|no]
Checkstyle issues: [yes|no]*
ChangeLog updated: [yes|no]
Documentation PR: [link to the documentation PR if there is one]
Fixes the following jira:
 - PIM-1573