--- title: "Case » My collaboration with Hummel & their digital transformation" description: "Through workshops and being engaged as a dedicated digital consultant, Hummel has successfully transformed into a serious e-commerce player." url: "https://www.mickyweis.com/en/case/hummel/" source: "https://www.mickyweis.com/en/case/hummel/" --- [Brands \ **Hummel** \ Read about my work with Hummel \ ![hummel-hvid](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20200%2036'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/hummel/) ##### Workshops ###### Digitalization and new webshop ##### Digital consulting ###### Social media advertising ##### E-commerce ###### Strategy and platform selection ## Short introduction Hummel is one of the more well-known companies in the portfolio, owned by Thornico, which is also featured here on the site. Hummel is a Danish footwear brand with a long tradition and is, among other things, a sponsor of the Danish national team. When I worked with Hummel as a digital consultant, they were undergoing a major digitalization project—shifting from primarily B2B digital strength to establishing their own B2C division, now running a modern webshop selling worldwide. ## Solution Hummel already had a solid online strategy. My role was to act as a digital consultant, supporting them through the various challenges of running an international site across multiple countries. I participated in numerous workshops to identify the right platform, the right strategies, and generally provide an extra perspective—ensuring multiple eyes were on a crucial strategy for the company. The goal was to enable a tenfold growth in their e-commerce sales over time. ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201043%20642'%3E%3C/svg%3E) ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E) ![Smiling man, Micky Weis, a digital consultant, wearing a black suit and turtleneck](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20400%20400'%3E%3C/svg%3E) ##### Peter Litrup Steen ##### Head of Global Marketing, Hummel & Director of Marketing, PlayStation Nordic/Baltic ##### My journey with Micky Weis Micky is highly competent and knowledgeable in e-commerce and digital communication. He communicates easily and effortlessly at eye level with his audience. Most importantly, he has his finger on the pulse of the digital world. Therefore, I can warmly recommend Micky as a digital collaborator and sparring partner! ### Get a no-obligation offer I base my approach on your business. I analyze your data—how can we take your current revenue or size to the next level? - Are there potential growth hacks? - Is everything set up correctly? - Where can we scale, and what can we cut back on? These are the questions I ask myself and my clients, whom I truly consider as partners. ## Flere cases [B2B cases \ **Bazoom Group** \ Read how I worked with Bazoom Group \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/bazoom-group/) [Brands \ **BarkDNA** \ Read about how I worked with BarkDNA \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/barkdna/) [E-commerce \ **Firtal Web A/S** \ My role within one of the biggest e-com houses in Scandinavia \ ![4-hvid](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20200%20106'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/firtal/) [Education \ **Business Academy Kolding** \ Read about how I taught at IBA Kolding \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/business-academy-kolding/) [Services \ **AAO Osteopathy** \ My role within the biggest osteopath chain in Europe \ ![Logo 1](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20555'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/aao-osteopathy/) [E-commerce \ **Molly & My** \ Learn more on how I've worked with Molly & My \ ![mollyogme-hvid](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20400%20107'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/mollyogmy/) [E-commerce \ **Dubaipetfood** \ More about how I worked with Dubaipetfood \ ![logo](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20192'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/dubaipetfood/) [Car dealers \ **MyGarage** \ My role within the most luxury car dealer in Scandinavia \ ![mygarage-white-logo](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20220%20126'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/mygarage/) [Education \ **Knowledge Center for Digital Commerce** \ Read about how I worked with the Knowledge Center for Digital Commerce \ ![videnscenter-logo-hvid](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20400'%3E%3C/svg%3E) \ ![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20426%20328'%3E%3C/svg%3E)](https://www.mickyweis.com/en/case/videnscenter/)