Howies, the Wales-based Timberland-owned apparel brand, is set to
launch local-language websites for its French and German
customers. The international expansion will follow a relaunch of
the company’s UK website in October.
“We’ve been seeing increasing visits from Europe to our
.co.uk site over the past few years,” explains Alex Murphy,
Howies’ web, marketing and PR coordinator. “We have seen
strong engagement with site visits from Germany and France, which
is why we are concentrating on launching howies.de and howies.fr
before looking further afield.”
Currently, Howies generates 10 percent of online sales from
overseas customers. But by “providing branded and product
content in native languages and currencies, we hope to see even
stronger engagement from overseas customers,” says Murphy.
The French and German launch may be a springboard for further
expansion. Murphy says that once the company is positive that it
has “engaged a new core audience”, there is potential
to grow the business internationally even more.
In addition to a new design for the website, Howies is also
improving operations behind the scenes and implementing new
back-end systems.
Share