International expansion accelerating growth and visibility

Officine Creative is an artisanal footwear brand Made in Italy, renowned for the excellence of its materials, craftsmanship, and a sophisticated aesthetic that blends tradition and experimentation. The company exports its style to numerous international markets and, in recent years, has increased its digital investments to support global growth.

Client

Officine Creative
Sector

Fashion
Area of Expertise

Marketing & Media

1. Goals

The main challenge of the project was the complete localization of the website into German, with the goal of expanding the brand’s presence in a new market and increasing organic visibility, especially for non-brand queries.
For Officine Creative, launching a store view in a new language represented a strategic step to strengthen international competitiveness and generate a tangible impact on revenue and transactions.

Main objectives:

Expand Officine Creative’s digital presence in a high-potential market like Germany.
Increase organic visibility for non-brand searches, broadening the audience of users who are already familiar with the brand.
Drive qualified traffic and conversions through a technical, semantic, and strategic localization approach.

2. Approach

Our approach was structured and data-driven. We supported Officine Creative in selecting the most strategic market for the launch, defining operational guidelines for proper website localization.

The technical structure, already optimized for other markets, was replicated and adapted to address the semantic specificities of the German language, with targeted activities including keyword strategy, metadata optimization, and the creation of localized URLs.

A key part of the project was validating the go-live process, completed with verification tests to ensure a smooth launch without technical issues. Following the launch, we monitored the performance of the new language, confirming the effectiveness of the intervention in terms of visibility, traffic, and improved conversion rate in the German market.

3. Results

The launch of the German language led to a significant increase in organic visibility and business performance in the German market, with particularly strong results on non-brand queries.

Non-brand impressions: +355% vs previous year
Non-brand clicks: +490% vs previous year
Average non-brand ranking: +20% vs previous year
Sessions: +217% vs previous year
Revenue: +50% vs previous year
Transactions: +38% vs previous year

As Francesca Pedrini, Ecommerce Manager at Officine Creative, explains:

“Expanding into international markets is never just a language issue: it’s strategy, psychology, and understanding the audience. Seeing these numbers confirms that when you localize with care, you open new doors and truly swing them wide, where strategy isn’t just theory but always has a tangible, real impact.”