How Crazy Safety expanded with marketplace integration software

Scaling across marketplaces wasn’t easy for Crazy Safety—until they found the right solution. Discover how they overcame challenges, automated operations, and unlocked new growth opportunities.

From scalability limitations to seamless expansion—Crazy Safety’s key results:

50% of revenue generated from marketplaces
150 SKUs managed seamlessly across platforms
Over 30 marketplaces and marketing channels launched quickly and efficiently
Enhanced operational efficiency through automation
Improved product listings and resolved marketplace errors
Expanded presence in key markets: Germany, France, Spain, Denmark, and Italy

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About Crazy Safety

Crazy Safety, a Danish company known for its innovative 3D animal helmets and bike accessories, has been creating safer, more enjoyable biking experiences for families since its inception. Renowned for their fun, safety-focused designs, Crazy Safety’s products have won the hearts of customers across Europe. Beyond helmets, Crazy Safety also provides a range of bike accessories, all designed to enhance the biking experience for young riders.

Their products are sold and promoted through multiple channels, including physical stores in six European countries, their brand.com site, and over 30 online marketplaces and marketing channels across Europe.

The challenge: Scaling efficiently across marketplaces

Crazy Safety began selling on marketplaces in 2019, recognizing their potential as valuable sales channels. However, by 2023, their existing systems could no longer meet their needs. They realized that their growing company needed a more robust solution to support their long-term goals.

"With our type of products, we don’t see a high rate of repeat purchases. Expanding our reach and connecting with new customers where they are actively searching is critical. Marketplaces are the place to be, but having the right tools to manage them is essential."

Kim Møller-Nielsen, CEO, Partner, and Co-founder of Crazy Safety

Main limitations and obstacles:

Scalability: Their existing tool limited their ability to expand into new markets and sustain growth.

Marketplace visibility: Attracting new customers for non-repeat purchase items like bicycle helmets required a strong marketplace presence.

Data and stock management: Managing accurate updates for stock, pricing, and product information across multiple marketplaces was labor-intensive and error-prone.

Complex product structures: Platforms like Zalando and Limango required intricate parent-child-grandparent structures that their system couldn’t efficiently handle.

Their integrator allowed management of only a few marketplaces, far short of what they needed to achieve their ambitious growth goals. This led to inefficiencies such as inaccurate listings, delays in updates, and wasted resources.

“We knew marketplaces were key for our growth, but we needed a solution that could grow with us. Our previous tool just couldn’t keep up with the automation and scalability we required.”

Kim Møller-Nielsen, CEO, Partner, and Co-founder of Crazy Safety

For Crazy Safety, limited scalability and marketplace visibility were significant roadblocks, particularly in key markets like Germany, France, Spain, Denmark, and Italy. To overcome these challenges, they sought a more robust and scalable solution.

Our recent consumer behavior research also revealed that consumers visit an average of four marketplaces when shopping, further emphasizing the importance of being present across multiple platforms.

The Solution: Seamless transition and growth with ChannelEngine

After a thorough evaluation of various options, Crazy Safety chose ChannelEngine for our comprehensive features, ease of use, and ability to support scalability.

“I explored all the available options and found that ChannelEngine offered the total package—everything we needed to streamline operations and set ourselves up for long-term success.”

Kim Møller-Nielsen, CEO, Partner, and Co-founder of Crazy Safety

The switching process involved simultaneously migrating existing marketplaces and launching new ones, ensuring business continuity while driving growth. Within just a few months, Crazy Safety successfully migrated their first two channels, Amazon and Decathlon. Throughout 2024, they continued to add numerous new marketplaces and marketing feeds, with bol, Stadium, Kaufland, and Carrefour being some of their most successful additions. By the end of 2024, they achieved an impressive milestone of 19 active marketplaces and 12 marketing feeds.

“The onboarding experience was exceptional—fast, smooth, and professional. Not only did we migrate marketplaces quickly, but we also onboarded new ones, enabling us to scale while continuing to sell.” Kim shared.

The Results: Enhanced efficiency and unlocked marketplace expansion

Partnering with ChannelEngine has transformed Crazy Safety’s operations, delivering significant improvements in efficiency and scalability. Automation eliminated time-consuming manual tasks like updating listings and managing orders, enabling the team to focus on growth and performance.

“Before ChannelEngine, managing multiple marketplaces was complex and time-consuming. Scaling further seemed almost impossible. ChannelEngine gave us the tools to streamline our operations and achieve scalability”

Kim Møller-Nielsen, CEO, Partner, and Co-founder of Crazy Safety

Since partnering with ChannelEngine, Crazy Safety has achieved:

Error reduction: Corrected numerous marketplace errors, improving product listings across platforms.

Streamlined operations: Automation reduced manual workloads, freeing the team to focus on strategic growth.

Marketplace expansion: Successfully managed and expanded via Marketplaces and Marketing channels, reaching more families across Europe.

“ChannelEngine has been instrumental in helping us scale to new markets and improve marketplace management. We can’t imagine managing marketplaces without it.”

Kim Møller-Nielsen, CEO, Partner, and Co-founder of Crazy Safety

Looking Ahead: Consolidating growth

Crazy Safety is now focused on consolidating their growth while scaling their key SKU range. Confident in ChannelEngine’s scalability and efficiency, they are well-positioned for future expansion.

Their journey showcases how ChannelEngine empowers brands to unlock growth opportunities, streamline ecommerce operations, and scale effectively across multiple marketplaces.

“With ChannelEngine, we’re confident in our ability to maintain growth. The platform’s scalability and efficiency make expanding our assortment online and strengthening current channels achievable goals.”