Petrol Industries, Leading Menswear Brand

Petrol Industries is a popular brand of casual menswear from the Netherlands. Established in 1989, Petrol originally focused on crafting leather belts. Since then, the company has expanded into apparel, and now features signature denim garments and other bold clothing for men and boys. Today, Petrol’s “undeniably masculine” designs are sold in over 3,500 outlets across more than 20 European countries.

Staying true to its name, Petrol Industries draws inspiration from American car culture and the open roads that meet untamed horizons. Petrol builds its pieces for men with an adventurous and stylish spirit, fueling them with a rough, motocentric, and denim-driven aesthetic. Petrol’s gear serves as a sturdy travel companion for any journey, no matter how wild.

To make its shopping experience smoother, Petrol Industries planned to integrate its Shopify store with Tweakwise, a Dutch platform for optimizing product search, merchandizing, and recommendations.

Tweakwise works with retailers’ catalogs through XML product feeds. Having a huge inventory with 4 different localizations, Petrol knew well that turning it into a feed manually would take forever. Tweakwise’s perplexing feed structure and import requirements only increased the difficulty further.

Petrol needed some fast and simple way to create a Tweakwise product feed and connect it to the platform. Fortunately, Petrol got a tip about the perfect answer from Tweakwise itself: the Mulwi Shopping Feeds app, the platform’s official partner and recommended solution for Shopify sellers.

The Mulwi app included a ready-made, customizable product feed template for Tweakwise, which was just what Petrol needed. To personalize this template quickly and precisely, Petrol contacted the app’s support team for a professional setup.

Mulwi’s experts immediately got in touch with Petrol to understand its goals and see how to adjust the Tweakwise feed for them best. Their partnership led to several custom configurations that gave Petrol an ideal Tweakwise product feed for its Shopify store.

As a fashion retailer, Petrol has many products with variants in size and color. Exporting these in Tweakwise format was already tough, but the multi-language store quadrupled the trouble: Tweakwise needed each translated product and all of its variants to be a separate XML item.

Mulwi’s flexible feed editor and experienced support became Petrol’s lifesavers. The app’s team helped Petrol adapt the default Tweakwise template to its complex product structure, while keeping the new feed Tweakwise-compliant.

Mulwi helped Petrol Industries create a Tweakwise product feed with 74K+ items in 4 languages

The customized feed from Mulwi included four XML entries per product, dynamically populating them with the appropriate localized data. This setup fully covered Petrol’s international catalog, generating an accurate, up-to-date file with products in all supported languages.

In addition to product listings, Tweakwise also required the feed to have a separate XML object containing all store categories, each uniquely labeled and sorted by region. With over four hundred collections across 12 regions, Petrol initially found this task puzzling and daunting, but Mulwi’s guidance quickly turned it into a manageable one.

Working closely with the app’s team, Petrol applied a custom logic to the feed that added all necessary collection hierarchies in the right layout. To differentiate region-specific collections in the feed without changing the original information, Petrol simply prepended a region code to their existing identifiers.

Mulwi helped Petrol Industries export 400+ collections across 12 store regions to Tweakwize

Mulwi’s team then helped Petrol correctly reference these new identifiers in the feed’s product data, tying all XML parts into a cohesive system. The final feed precisely reflected both Petrol’s product details and store organization for all its 12 regions, while meeting all Tweakwise’s requirements.

Petrol Industries successfully linked its product feed to Tweakwise over URL. Thanks to the Mulwi app’s simple interface, the connection was so straightforward that Petrol was able to set up feed uploads on its own, entrusting automatic daily updates to Mulwi.

Petrol passed feed control on the first try and completed the rest of the integration with Tweakwise without any technical difficulties.

Petrol correctly imported to Tweakwise its data on 74K+ items across 4 languages and a total of 400+ localized store collections, giving the platform everything necessary for effective search optimization. This let Petrol add Tweakwise’s services to all 12 regional versions of its Shopify store, ultimately increasing conversions with better product recommendations.

Petrol enjoyed its experience with Mulwi and left a positive review about it on the Shopify App Store. The company rated Mulwi a solid 5 stars for its great integration with Tweakwise and active, helpful support.