Danish Retailer Salling Group has Partnered with Icecat to Optimize Content for Non-Food Products

About Salling Group

Salling Group is the largest retailing group in Denmark. They operate the grocery chains Føtex and Netto, toy chain BR, hypermarkets Bilka, and department stores Salling, as well as their corresponding webshops. On top of that, they run the grocery chain Netto in both Germany and Poland.

Automated Approach – Leaving the Laborious Work Behind

Previously, the company relied on manual templates for data intake. Now, through Icecat’s platform, suppliers can provide product details more consistently and streamlined. This helps ensure better product data, such as:

• Images
• Marketing Texts
• Specifications
• Multimedia Objects (Videos, PDFs, Energy Labels)
• Rich Content

Moreover, it prepares both Salling Group and its suppliers for upcoming EU regulations. For example, the General Product Safety Regulation (GPSR) and Extended Producer Responsibility (EPR).

This more centralized, consistent approach means fewer back-and-forths with suppliers, less manual checking, and more straightforward product data governance. Ultimately, this helps streamline workflows and save valuable time, allowing Salling Group to focus on maintaining quality and compliance rather than juggling multiple data sources and formats.

Project Focus

While Salling Group’s range of non-food categories spans electronics, toys, DIY, home, garden, beauty, and clothing, the initial rollout with Icecat concentrates on electronics and toys. By standardizing how suppliers store their data, Salling Group and its suppliers can reduce manual work and ensure that product information stays accurate and goes live faster. We aim to connect all suppliers through this program and create a future-proof end-to-end integration.

Call for Suppliers

As part of the collaboration with Icecat, Salling Group now calls for its electronics and toy suppliers to get in touch with Icecat in order to enter and enrich their content in Icecat’s database. Then, the data will be received in the future. Suppliers can use different methods to enter and enrich their content, which is why Salling Group urges them to contact Icecat to find the best solution for each individual case.

Get Started

Currently, for healthier supplier onboarding, a case-by-case approach is required, which means that we will treat every integration as a unique case to best meet the needs of each supplier. Please contact nordics@icecat.com or Icecat directly via our website for more information.