Singularu’s global expansion: 10 countries powered by marketplace management with Lengow

Singularu, a Spanish trend-led jewellery brand, wanted to reach new audiences without sacrificing margin or losing control over its catalogue quality. After several frustrating early attempts to scale, the team decided to rely on Lengow's solution NetMarkets to bring order to their marketplace operations and speed up new launches. Today, they sell on 7 marketplaces across 10 countries, manage a catalogue of more than 3,500 SKUs, and use marketplaces as a live “demand radar” to prioritise markets, fine-tune assortments and inform key business decisions.

Three measurable milestones

Challenges and objectives

Singularu's goal was clear: centralise marketplace data and operations so they could prioritise countries based on real performance, while protecting their margins. They needed a technology partner that would allow them to:

• Scale their catalogue efficiently
• Open multiple marketplaces quickly and in a controlled way
• Avoid custom developments and fragmented integrations

How Lengow helped

With Lengow's NetMarkets, Singularu centralised catalogue management and accelerated multi-country, multi-channel expansion. On top of the platform, Lengow’s partnership approach facilitated direct contact with key marketplaces and a smooth rollout (for example, Zalando in several countries), with particularly strong traction on Zalando Germany and El Corte Inglés Spain.

What they learnt on each channel (actionable insights)

• Veepee: bargain- and deal-driven shopper
• El Corte Inglés: classic, selective buyer
• Amazon: practical, last-minute buyer with a higher male share
• Zalando: fashion-led, digital-native shopper

These insights allow Singularu to adapt assortment, pricing and operations by channel, and to prioritise countries using real demand data instead of assumptions.

Halo effect (Zalando Germany → brand & owned channels)

Launching on Zalando Germany significantly increased brand visibility and drove qualified traffic back to Singularu’s own website. This accelerated first purchases in a new market and provided a rich stream of actionable customer data.

It’s a clear example of using marketplaces as both:

• A demand radar to test markets and categories, and
• A launchpad for the brand’s own e-commerce channel.

The Lengow key solutions Singularu benefits from:

• Additional data sources to enrich attributes: Working without an ERP, using Shopify CMS as the core, they were able to enrich and standardise product data for each marketplace.
• Country- and marketplace-specific templates and mappings: Pre-configured setups for each marketplace and country enabled them to “get it right first time” and reduce back-and-forth on catalogue errors.
• Rules and alerts to protect margin and feed quality: Dynamic rules and exclusions help control pricing and promotions, prevent unprofitable orders, and keep feeds compliant with each marketplace’s requirements.
• Reporting to guide expansion and assortment strategy: Performance insights by channel and country allow the team to decide where to launch next and which ranges to push on each marketplace.

Key results with Lengow

Testimonial