How KLARSTEIN kitchen design online shop maintains a unified tone in 9 languages
You can have your copywriting fine-tuned to the smallest detail at home, but how much gets lost in translation in the countries you've expanded to? KLARSTEIN and Expandeco have achieved unification by precisely localizing a uniform, memorable and trustworthy brand across Europe. Do you want to know the recipe?
KLARSTEIN is a proud part of the Slovak success story
Food processors, coffee machines, vacuum cleaners, air conditioners, as well as wine machines, mini bars, grills and many stylish appliances for modern living. The premium brand KLARSTEIN is backed by the Slovak-German Berlin Brands Group (BBG), which arose from the vision and drive of two charming Slovaks and today has 40 online shops in 26 countries. Peter Both and Dominik Brichta started by selling audio equipment online that was both high quality and design-oriented, but also affordable. "What started as a small online shop selling DJ equipment soon caught on in Germany, the UK, Hungary, Croatia, Romania and Turkey," Startitup reports. After the entry of German partners, the company was consolidated under the name BBG, employing 230 people in Bratislava and over 1,000 worldwide from Los Angeles to China. The company has built up a portfolio of 14 of its own brands with more than 2,500 products, generating sales of hundreds of millions of euros across Europe.
Source: BBG corporate culture, YouTube
But that is not all that distinguishes KLARSTEIN and "its" owners. BBG specializes in bold, authentic and stunning products, which are affordable for the average Czech or Slovak. These products can be identified across the online market thanks to its proprietary algorithm, and rank them among the top best-selling products. It's no coincidence that KLARSTEIN products are among bestsellers on Amazon, whether it's the Bella Rossa food processor or the Skyscraper Ice air cooler.
BBG itself is one of Amazon's top sellers, with its own logistics and warehouses covering 1.3 million square metres in Europe, Asia and America. In April 2021, the Berlin Brands Group received a $240 million investment to further scale its recipe for success with in-house brands like KLARSTEIN, Auna and Capital Sports, TechCrunch reports.
Translation impacts the quality of expansion into other markets
Brand communication for KLARSTEIN is precisely developed by BBG, they understand the market situation and make sure that texts are at a high level creatively. Simply a client with high expectations who is definitely not satisfied with what’s average. "We were searching for high quality translations in terms of copywriting and the ability to process many texts in an extremely short time," says Head of Branding & PR for CEE, Matúš Kollár, indicating that it was not an easy task:
Whenever we went for standard translations, they were simple translations. The turns of phrase, the punchlines and the readability were lost. What made Klarstein Klarstein disappeared.
The head of the brand describes an issue that many successfully expanding online shops struggle with — at home they have a finely tuned lovebrand, whereas abroad the texts are a weak concoction.
"Expandeco came up after a recommendation from our CMO. I was mostly looking at traditional translation agencies. In this case I was interested in the fact that they address text localization from a business perspective: Expandeco makes sure that translations are of extremely high quality, because they influence the quality of expansion into other markets," Kollár describing how he came to fill out the request form on Expandeco's website.
Now we have a partner from whom we never heard that something is impossible — even if we send out a social media campaign and want it here day-to-day.
Andrea Tesáková, Head of Localization at Expandeco, saw the fit at first sight: "At the beginning of the cooperation, I first find out all the requirements, from language versions to text types to the monthly scope. I explain how we work SEO and copywriting skills into our texts. I demonstrate a collaboration system that runs in one software and makes everything much easier. I describe the way we work with a dedicated team of in-house and external translators working for the client along with the deadlines: shorter texts are processed within 24 hours, social media statuses within 10 hours." Expandeco’s approach suggested to the KLARSTEIN Head of Branding that he had found a company that understood the needs of the business: "We were looking for a way to make everything work as quickly as possible. We have a regular volume, but also a lot of impact content and we can't estimate the quantity in advance. Now we have a partner from whom we never heard that something is impossible — even if we send out a social media campaign and want it here day-to-day.
"The investment is paying off, we have a professional image as a local player in every market."
The team is running at a rate of 43 pages of translations per day, Poland winning in volume.
The cooperation started in February 2021, with translations from Slovak into 9 languages including Polish, German, Croatian and Turkish. KLARSTEIN then writes its texts in Germany for the German and English-speaking market. "The volume is in the lower thousands of EUR per month, and in the first month it was twice as much. Most of the translations are marketing campaigns, social media posts and blog articles. Poland and Hungary account for the largest volumes, followed by the Balkans (Bulgaria, Croatia, Slovenia, Romania) and Turkey with the least. So far we have translated 750 pages of text for Klarstein at a rate of 43 pages per day," Tesáková calculates.
"I recommend translations to companies of our calibre, as well as to much smaller ones. We handled problems as they arose. We prevented them by having Expandeco from the beginning."
4 pillars of functional cooperation
Wondering what worked? Download the full version of the case study to learn how to meet deadlines, project the brand tone, secure prize competitions in 7 countries and what the Klarstein translations have delivered.