Success Story | Wolfcraft successfully launched on marketplaces with Lengow and PAARLY


Wolfcraft is a German, industrial and family-owned DIY company that has been selling innovative tools for more than 70 years to help DIYers achieve the best possible results with their projects. Wolfcraft currently distributes more than 2,500 products in Europe and internationally. The company works with all the DIY stores in Europe and has, for the last 7 years, developed its e-commerce activity with pure player partners.

Discover how Wolfcraft has grown online with the help of Lengow and PAARLY!

Originally, Wolfcraft sold its products on a B2B basis through various distributors. The company called upon expert partners Lengow and PAARLY to develop, in addition to B2B, direct sales to consumers (B2C) via marketplaces. Wolfcraft’s primary objective was to make all its products available to consumers wherever they expect to find them.

Thanks to Lengow, Wolfcraft was able to easily connect to the most relevant marketplaces for its activity, automate the distribution of its catalog and order processing by centralizing all activity within a single platform. The client particularly appreciates the “Additional Sources” tool, enabling the integration of stock and price data from PAARLY hourly in its product feed.

With PAARLY, Wolfcraft was able to develop structured analytics in order to better understand the market and manage prices displayed online. The client automates its price monitoring while benefitting from automatic repricing respecting its pricing strategy and that of the market.

PAARLY generates these prices and sends them directly to Lengow in order to distribute the information to all marketplaces, allowing Wolcraft to be reactive. The customer can also easily duplicate its strategy internationally.

Working with Lengow and PAARLY has allowed us to explore new distribution channels and now we have the opportunity to take the digitalization of our services even further.



In the context of the Covid-19 pandemic, leading to the closure of stores, marketplaces were a serious tool allowing Wolfcraft to make their products available to consumers.

Lengow and PAARLY have allowed Wolfcraft to accelerate its global digitalization, automate many processes linked to direct sales to consumers and develop new marketplaces on a European scale. Both solutions open up new development opportunities for the customer, both in terms of volume and internationalization. The project has been a real commercial success.


Read the full success story to learn more about Wolfcraft’s marketplace development strategy!

Wolfcraft Case Study

Successful launch of Wolfcraft on marketplaces with Lengow and PAARLY …

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Naomi Botting

Field Marketing Specialist

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