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:
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:
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.
Bringing people together.
Midwich Group specialises in technology solutions that bring people together, to make society more efficient, more impactful and more exciting. Operating in 22 countries, the Group helps people connect and communicate, whether in state-of-the-art meeting rooms or on a festival main stage, audiovisual technology is all around, helping the world connect, communicate and experience wow moments.
Taking technology further.
The Group’s services range from product distribution to complex system design, focused marketing campaigns to flexible financing solutions, and showcase events to seed funding for startups. With strong relationships with more than 1,100 global manufacturers and a customer base of over 21,000, including professional AV integrators and IT resellers in sectors such as education, corporate, retail, residential, and hospitality, the Group’s ever-expanding offering is designed to solve its partners’ biggest challenges.
Specialisation at scale.
The Midwich Group has a global network of local expert teams that leverage relationships, deep product knowledge and support services to take innovation to market, helping its manufacturers and customers connect across the world. Find out more about Midwich Group’s strategy here.
Enabling tomorrow.
With over 1,900 employees across the UK and Ireland, EMEA, Asia Pacific, North America, and Canada, the company is committed to being a responsible employer.
The Group wants to do the right thing and actively works to limit its impact on the environment and communities and recognises the importance of giving back – find out more about our sustainability activities here.
Icecat is a global leader in AI-driven product content syndication and commerce solutions. Icecat helps organizations to deliver enriched, consistent, and compelling product information across various platforms and channels. Additionally, our services include a global multilingual catalog, e-commerce integrations, AI-agents and AI-driven product information management systems. Trusted by more than 40,000 of the world’s most successful e-commerce businesses, we empower brands, manufacturers, distributors, and retailers to deliver omnichannel customer experiences that turn browsers into buyers.
Icecat will be attending Integrated Systems Europe (ISE) Barcelona 2026 from 3 – 6 February 2026 at Fira de Barcelona, Gran Via, where our team will be on-site to connect with partners and explore the latest innovations in the Pro-AV and systems integration industries.
Register here to secure your spot and join us at one of the most important events in the audiovisual and technology calendar!
Read further: Icecat, Partners, e-commerce, ecommerce, Icecat, Midwich, Pro-av, product content
