Brother2Brother was originally founded in 1985, with a vision of making luxury, high-end fashion more accessible to consumers. Specialising in luxury designer clothing, footwear and accessories, it has established itself as one of the most respected independent fashion retailers in the UK. It provides a unique user experience online for its customers, featuring original designs and a highly curated product range specifically created to offer something different from mainstream fashion retailers.
Although Brother2Brother operates out of six contemporary store locations across the UK, as well as through its eCommerce site, it needed a solution that would assist its international expansion plans to meet accelerated consumer demand.
In February 2021, Google partners, Visualsoft and Glopal, joined forces to implement their new “plug & play” integration for the brand, allowing Brother2Brother to develop and initiate its cross-border strategy seamlessly through the Visualsoft platform.
Steven Hall, Buying Director from Brother2Brother said: “By deciding to invest in Visualsoft and Glopal’s integration it has provided us with instant access to international markets that we didn’t have access to previously. We can now advertise internationally in a localised currency and language and most importantly we were able to test the water at a relatively low cost.”
“Offering customers a more personalised online experience is a key objective of ours for this year. Since Brexit, both home and international markets have never been more important to aid our growth objectives.”
“Our online offering has been imperative to our growth over the last 12 months, as shoppers have taken to buying online en masse, and geographic barriers have also started to disappear. We have gone from strength to strength due to our eCommerce platform built by Visualsoft and the new cross-border integration with Glopal.”
Leveraging the tailored, fully integrated solution, Visualsoft was able to launch an international marketing campaign for Brother2Brother on Google’s Shopping Ads into five new countries. Localising its entire store into those chosen markets - including product catalogues, store checkout, prices and payments - has delivered a friction-free user experience and now allows customers to shop in their own language with localised currency. The solution has also meant the brand is internationally compliant by offering taxes and duties to customers and correctly classifying products, preventing delays at customs.
Ed Harries, Partner Director at Visualsoft, said: “We’re delighted to be working with such a fast growth and forward-thinking retailer like Brother2Brother. We’re especially pleased that due to our leading partner ecosystem, we could deliver a new integration to assist with their international growth plans. We look forward to continuing our work with the team at Brother2Brother and supporting them on their digital journey.”
“This partnership is an important step as new regulations impact cross border trade between the United Kingdom and Europe. Our goal is to make it really easy for merchants to grow their international sales and expand into new global markets whilst complying with regulations.” said Herbert Knibiehly, Chief Product Officer at Glopal.
“Providing our solution on Visualsofts platform is key because traditionally online retailers required huge resources and manpower to localise their product catalogues and website, provide localised payment methods and affordable worldwide shipping. Our customisable solution removes the hassle of international selling and delivers an end to end global experience in just a few weeks.”