Case: Karnevalsshoppen – Going global with kostumer

Selling your products outside your own country can ofte be quite the problem. For many companies it often requires them to hire another person, someone who knows all the export and import rules.
This goes both for companies selling products online, but also for those selling to other companies. Let’s take a look at a small Danish company – Karnevalshoppen, a company selling kostumer and udklædning to end users. Depending on which industri you are in, selling a product can change lot from country to country.

Selling locally

Selling locally wasn’t a problem for Karnevalsshoppen. Using the local shop in the middle of town, people would just walk in a buy a costume. They would also advertise on their Facebook page and use that one to get people to visit the shop. By sponsoring various local events, like the big Aalborg Karneval (a carnival with 70.000 yearly visitors). This also helped promote Karnevalshoppen as a strong local brand. Each a lot of people visit the local to buy their customes there.

Read more: New import laws on kostumer

Selling kostumer nationally

While the local business is very important for their physical shop, it’s their webshop – karnevalsshoppen.dk that support most of their customers. Having some good prices and having been around for ages, a lot of costumers often return and buy from Karnevalsshoppen. By having focus on the organic traffic and Google Adwords traffic, they help hundreds of customers find their perfect costume every day. Just like selling their costumes locally, selling nationally don’t really give any problems. They have some good shipping deals with the larger danish shipping companies and both Karnevalsshoppen and the shipping companies benefit alot from this arrangement.

Read more: Karnevalshoppen are now selling kostumer to all of EU

Udklædning og accessories

Selling to the nordic countries

Expanding to the nordic countries, was a bit harder than selling nationally. New shipping agreements and shipping partners had to be found, but no specific tax rules or product certificates was need. So it was a logical and cheap expantion. Getting the customers to buy from those countries was a bit harder, as they haven’t head of Karnevalsshoppen before. They also had to wait a few days for their costumes and accessories to arrive, since they had no warehouse outside Denmark. But by targeting the nordic countries with very specific Adwords campaigns, it was possible to drive some more nordic traffic to the site and boost traffic even further.

Read more: New kostumer from Karnevalsshoppen

Selling to the EU

The next logical step was to expand their business to the rest of Europe. Since Denmark was a member of the EU, selling to other EU countries was a piece of cake. But once you moved on to selling to non EU countries in Europe, it suddenly became much harder. Now they had to pay various import taxes, more expensive shipping deals and a few countries also requested a technical analysis data of their products. The competition was also much heigher here, with big companies like Smiffys domination a lot the costume market. Adwords prices was higher and it was hard to reach people with proper facebook ads, since every country had it own language. So it made sense selling to the other EU countries, even though the profit was much less than what was to be made in the Nordic countries. But the none EU countries in Europe just wasn’t worth expanding to yet.

Selling to the rest of the World

Just like selling to the none EU countries in Europe, selling globally proved just as difficult or even more difficult. In some parts of the word (like china, taiwan etc.), it was impossible to compete with the prices, which made most of the eastern world unavailable. While USA had a pretty big marked for costumes, the additional import taxes, and the large shipping prices made it to expensive to sell there from Denmark. The same turned out to be the case, with a lot of the other countries in the world. So for now Karnevalsshoppen choose only to focus on countries that was a part of the EU. So while they tried to go global with their product Kostumer and udklædning, it turned be to expensive for this industri.

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