There's never been a better time to embrace international opportunities. Global trade is rebounding, consumer confidence is returning, and AI is revolutionising how we do business.
For Nordic and Benelux businesses, expanding beyond domestic borders is no longer just a 'nice to have’ — it's a necessity. With smaller home markets, international growth has become a strategic imperative.
Venturing into uncharted territories requires more than just translating a website. It demands a deep understanding of local markets, a willingness to adapt, and a commitment to building trust with new audiences.
And consumers have clear expectations when it comes to trusting international brands. They want them to create good jobs locally, work with local suppliers, and adapt product offerings to the local culture.
Here’s how three local brands grew into new markets by doing just that.
How Wolt built local teams
A company's commitment to creating good jobs in a new market sends a powerful message. It demonstrates a genuine investment in the community and a desire to contribute to its economic well-being.
Equally, businesses that prioritise local hiring tend to have a deeper understanding of the market. That is because local talent brings invaluable insights into cultural nuances, consumer behaviours, and market trends. This allows companies to build more authentic connections with their customers and tailor their offerings.
Finnish brand Wolt, a local delivery platform, exemplifies this approach.
“Our business is hyper local. The absolute foundation of our success is the fact that this is something that we've always prioritised,” explains Tony Honkanen, Wolt’s director of international expansion. “If I come to your home town, you'll know the best corner restaurant or the best falafel place. Local sales people connect us with the best local merchants. Then of course, you need local couriers, and local customer service reps.”
Wolt’s approach is so hyper local that in Germany, there are teams in individual cities like Berlin and Munich. When a customer from Berlin sends a message to Wolt’s customer service, they get an instant reply in their local dialect. “That's how we win. We focus on the hyper local as it builds trust in our brand,” continues Honkanen.
But that isn’t the only secret to their success. The team went the extra mile when they first launched into Germany. “We had a customer who ordered to a maternity hospital because they had just given birth, so they ordered sushi. We asked our couriers to go and grab flowers on the way. It’s not scalable but it’s a great way to launch your reputation in a new market and it’s something you can only do if you have local teams on the ground.”
How Euroflorist works with local suppliers
Another way to build trust as a business expands overseas is to partner with in-country suppliers. It not only boosts the local economy but also allows businesses to tap into existing networks and expertise. It fosters a sense of shared purpose and can lead to improved product quality, faster delivery times, and enhanced customer satisfaction.
Swedish company Euroflorist now operates in 10 countries, building a robust network of 4,000 florists across those territories. By working closely with these local partners, it ensures that its customers receive fresh, high-quality flowers and personalised service, even during peak seasons.
Paul Isaia, chief commercial officer at Euroflorist, explains: “When we are looking for a new market to expand into, the first thing we really look at is, ‘Is there a market’. We research the size of the flower market, and the competition. Next we look at the suppliers who we can work with in the market.”
“We know that working with local suppliers works,” says Isaia. “Up until very recently we were shipping from a Netherlands-based supplier into Germany. We found there were significant problems with that delivery infrastructure, adding additional points of failure. Once we had changed to an in-country flower supply, these pain points disappeared.”
Freshness is also paramount for Isaia. “Although some things like vases make commercial sense to use our scale and fulfil 10 markets with one supplier, when it comes to the flowers, we always find that local suppliers harvesting and delivering within the country itself is what really gives the customer that quality they expect.”
How Bunq adapts products to local customers
One of the most common pitfalls I see businesses fall into is assuming a one-size-fits-all approach. To truly succeed in a new market, brands need to constantly monitor local customer trends and expectations and adapt products and marketing strategies accordingly. Bunq, a Dutch neobank, serves as an excellent example.
“To build a product users will love, you need to understand them on a deeper level,” says Bianca Zwart, Bunq’s chief of staff. “How they view money, what their financial habits are, their life goals. It's partly culturally dependent — I am Dutch and the way I look at money compared to my partner who is Italian, is completely different.
“To give a concrete example, in Germany, which is our neighbouring country, the differences are enormous. It's a much more cash focused market. So when we opened in that market we ensured that users could deposit money in over 10,000 stores and make more cash withdrawals thanks to our partnership with Barzahlen.
“We're tailoring our experience to digital nomads. So apart from local context we're also looking at their borderless way of life, no matter where they are geographically. Ensuring they can access their banking in the way they need, in the currency they want, when they want.”
Product localisation goes far beyond language. It's about understanding consumer attitudes, preferred payment methods, behaviours, cultural nuances, logistics, as well as website and content localisation.
“You really need to understand your customer because how you communicate to them is absolutely key for international expansion”
Embarking on the global journey
For Nordic and Benelux brands, international growth is a journey filled with challenges and opportunities. With a local approach, a deep commitment to understanding markets, and a willingness to adapt, the rewards can be substantial.
Embracing international expansion is a path towards long-term success in an increasingly interconnected world. The global stage awaits. Are you ready to take your business to new horizons?
