The past few years have seen more and more British multichannel
retailers cross the Atlantic to set up online or catalogue
operations in the USA–think Boden, Long Tall Sally, ASOS,
Charles Tyrwhitt, and many more. On the other hand, American
retailers have been relatively slow in setting up virtual shops
in the UK. For example, Gap, which has been active on British
high streets since 1987, finally opened an eCommerce store for
the UK market in 2010.
This relaxed attitude to international expansion looks set to
change. CSN Stores, Macy’s and Williams-Sonoma have all started
selling in the UK in the past few weeks, paving the way for more
American retailers to take advantage of UK and European
markets.
CSN Stores, which operates 200 niche sites including Cookware.com
and BedroomFurniture.com, raised $165 million (£103 million)
from four private equity and venture capital firms in June ahead
of its rebrands as Wayfair.com. The company says it will also use
the funds expand locally and internationally, as well as acquire
other businesses.
CSN first opened a European office, in Ireland, in 2008 at the
same time as launching CookwareEssentials.co.uk, now trading as
CookwareByCSN.co.uk. Since then, the company established a London
office and opened up in Germany and Australia. CSN’s other UK
websites include AllModern.co.uk, FurnitureByCSN.co.uk,
LightingByCSN.co.uk and the flagship CSNStores.co.uk, among
others. It is understood that in the past few months, CSN
transferred several of its top junior executives over to the UK
in order to maximise opportunities on this side of the Atlantic.
Last month saw Macy’s, the US retail chain and parent company of
Bloomingdale’s, launch international shipping options. Customers
in 91 countries outside of the US are now able to shop at
Macys.com and Bloomingdales.com using their local currency,
though the site is only available in English. Macys.com began its
international rollout with the initial launch of deliveries to
Australia, Canada and the UK, followed by a further 88
destinations. “International shipping will enable Macy’s to build
upon its existing customer base beyond the United States by
exposing our product offerings abroad,” said Kent Anderson,
president of macys.com, in a statement. He added that “in
2010, non-US-based shoppers accounted for 36 million visits to
macys.com.” To offer this service, Macy’s has partnered with
FiftyOne, a provider of international eCommerce services and
infrastructure to US retailers.
Using the same vendor to open its website to customers outside of
the US, fellow American retailer Williams-Sonoma has announced it
is now shipping overseas. The homewares retailer and owner of the
Pottery Barn, Pottery Barn Kids, West Elm and the Williams-Sonoma
brands will offer international shipping to customers in more
than 75 countries around the world, selling its range of bedding,
home accessories, kitchenware, and selected furniture, lighting,
storage, rugs and window coverings. In the US, the company
operates 589 stores, six catalogues and six different websites.
David Ballard, managing director at international direct commerce
consultancy Ballard Direct believes this recent burst of
activity could be down to the vendor making these services
available. FiftyOne has an impressive client list and will be the
partner bringing J Crew to the UK market later this summer. It
manages the international shipping process from multicurrency
pricing and payment processing, landed-cost calculation, customs
clearance and brokerage, global logistics, international fraud
management, through to creating a unified customer
experience.
No matter how well established a company is in its home country,
when entering a new market the biggest question is “what
makes me different?” The real challenge, therefore, says
Ballard, is whether these brands will be able to convey their
unique selling points in the European market. With items on the
UK website typically costing more than on the US counterpart,
these sites are not competing on price. Ballard also says it
remains to be seen what marketing these companies will do in the
UK and whether they will be aggressive in targeting their non-US
customers.
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