Technology
Company Overview
LAPP is a global leader in connection solutions, generating over €1.82 billion in revenue in 2024 and operating in more than 80 countries. With 26 manufacturing sites worldwide, LAPP provides high-quality cables, connectors, and accessories for industries such as industrial automation, renewable energy, electric vehicle charging, and oil platforms.
With a catalog of over 40,000 products, LAPP is recognized for its manufacturing expertise, reliability, and fast global delivery. If a solution doesn’t exist, their team collaborates directly with customers to develop custom connectivity solutions.
Founded in 1959 by Oskar and Ursula Ida Lapp, the company remains family-owned, now led by the third generation, Matthias Lapp, continuing its legacy of innovation and excellence.
The Challenge
LAPP sought to launch one of its core patented products, the first orange spiral charging cable for electric vehicles, across five major Amazon EU markets: Germany, Italy, France, Spain, and the UK. While the product was already well-established in brick-and-mortar stores across Europe, they lacked the expertise to effectively launch and scale on Amazon.
The Transformation
Advancer successfully brought LAPP’s Amazon expansion strategy to life, working closely with their large internal team to maintain brand consistency while optimizing for Amazon’s unique platform requirements.
Navigated Vendor Central complexities while coordinating across multiple regions.
Ensured all product listings, content, and advertising complied with local regulations.
Optimized brand efficiency, consistently refining strategies to maximize visibility and profitability.
