Lewis CaliburnThe Midwich Group has announced it will use Icecat as a central source of product information across its webshop environments, supporting multiple group identities and specialist pro AV entities.
The use of Icecat will be rolled out in phases across the Midwich Group, including, among others, Midwich Benelux and Kern & Stelly.
With this approach, Midwich Group places its customers at the centre by ensuring scalable, consistent access to high-quality product content, an essential advantage in the pro AV market where online visibility, speed and data accuracy are key.
Icecat provides structured and validated product information that can be applied across the pro AV workflow, including webshops and dealer portals, tender and project environments, quotation and configuration tools and internal sales and advisory platforms.
An increasing number of distributors, integrators and resellers already rely on Icecat as their content layer. Midwich Group’s decision reflects this broader market development and by maintaining reliable, up‑to‑date, and consistent product information across every channel, the Group not only strengthens its own digital performance but also enables its customers to work more efficiently, make informed decisions and in turn build stronger trust with their end users.
Within the Midwich Group ecosystem, brands are encouraged to make their product information available through Icecat, to ensure customers get the best service. Brands that maintain structured and up-to-date Icecat content can benefit from improved online visibility across channel partners, consistent product presentation on multiple platforms, faster time-to-market and reduced manual content management.
For manufacturers, this supports greater control over their product messaging and improved reach within the professional AV channel.
The expansion of the collaboration aligns with Icecat’s presence at ISE 2026 in Barcelona from 3-6 February 2026. To arrange a meeting, contact René Rozendal at rene.rozendal@icecat.com.