Growing Globally with Mulwi

Salming is a Swedish sports brand founded in 1991 and named after legendary ice hockey player Börje Salming. The company designs high-performance footwear, apparel, and gear for running, squash, floorball, and handball. With roots in Gothenburg, Sweden, and a strong international presence, Salming is trusted by athletes across Europe and North America.

Driven by a “no-nonsense” philosophy, Salming believes that success is built through effort, not gimmicks. Their products are engineered for serious training, blending innovation with function to help athletes reach their full potential — without distraction.

Salming is also committed to sustainable production and continuous innovation. Whether it's cutting-edge shoe tech or streamlined shopping experiences, the brand focuses on what truly matters to modern athletes: performance, durability, and authenticity.

Once their storefronts were in place, it was time to scale their visibility.

We helped them integrate with top marketplaces like Google Shopping, Meta Ads, and TikTok, connecting each store with the right channels. This opened up massive new reach across different buyer platforms.

Connect each store with the right channels

Every marketplace has its own rules, and that’s where most merchants get stuck.

We created high-quality shopping feeds for each market, mapping their product data properly and applying marketplace-specific logic. Our app made it possible to reuse core data and simply localize it — no duplication, no mess.

We created high-quality shopping feeds for each market

You can read more about customized feeds here.

To make the stores market-ready, our team also configured currency rules and added translated content using Shopify’s native multilingual features.

Now, customers in each region could browse, shop, and pay in their own language and currency — with no extra effort from the merchant.

Automated currency switch per region

Using our built-in Feed Quality Control tool, we analyzed their feeds for completeness, formatting issues, and performance blockers.

Based on the results, we suggested and applied improvements that significantly boosted feed approval rates and ad performance.

We analyzed feeds for completeness, formatting issues, and performance blockers.