Icecat and Midwich Group are expanding their collaboration to improve how product information is managed and delivered across the Pro-AV market. Midwich Group will use Icecat as a centralized source of accurate, structured product data across its webshops and digital platforms, supporting multiple regional businesses and specialist AV brands. This phased rollout will help ensure consistency, speed, and reliability of product content for customers and partners.
The collaboration highlights a growing industry focus on high-quality digital product data to support tenders, projects, quotations, and sales workflows. By encouraging manufacturers to keep their Icecat content updated, Midwich Group aims to improve online visibility, reduce manual work, and help customers make faster, more informed decisions. The expanded partnership will also be showcased at Integrated Systems Europe 2026, where Icecat will demonstrate how its data supports modern Pro-AV commerce and operations.
Icecat and the Midwich Group businesses are further expanding their collaboration. The Midwich Group will use Icecat as a central source of product information across thier 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
- 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.
Clear guidance for brands: invest in online visibility
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
- 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 Integrated Systems Europe 2026 in Barcelona from 3–6 February 2026. ISE is the key international meeting point for the Pro-AV industry and an ideal opportunity to explore how Icecat product information can be applied across webshops, portals and commercial tools.
