Success Story | How Melvin & Hamilton Digital manages product data to succeed autonomously on marketplaces


For more than 30 years, Melvin & Hamilton has been designing and manufacturing shoes. Since 2012, the Melvin & Hamilton Digital subsidiary has been in charge of the online B2C and B2B distribution of models throughout Europe.

Discover how the brand has implemented its international digital strategy on Lengow’s platform, focusing on efficient product data management and marketplace success.

Melvin & Hamilton presents a wide assortment of models in each collection: over 1,500 models are shipped to more +20 countries each year. Managing marketplace feeds, price comparators, and other channels internally, the teams lost lots of time adapting to each marketing channel and each country. Melvin & Hamilton Digital called on Lengow to simplify its processes and bring all its product data together on a single platform.

To optimise ROI, the brand can use our platform’s features such as Segments to target and/or exclude products to be published on one or more marketplaces, for example, according to the audience.

Lengow is very clearly a strength in our development and has enabled us to target new countries through new marketplaces with a very ROI-oriented strategy.

Nicolas Metzke


In order to efficiently consolidate its product information, Melvin & Hamilton Digital uses the Akeneo (open source PIM leader) connector for Lengow.

This strategy of simplifying and consolidating our product data is made possible because Lengow and Akeneo are two flexible and complementary platforms.

Nicolas Metzke


Counting over 80,000 products sold online each year via 17 marketing channels, Melvin & Hamilton has managed to increase its visibility and revenues using the Lengow platform without overloading its tech or marketing teams.

Find out more about the brand’s digital strategy and its key success factors!

Melvin & Hamilton Case Study

Product data and marketplace success in full autonomy: Melvin & Hamilt…

Learn more

Naomi Botting

Communications Manager - UK/NORDICS