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Brother2Brother expands internationally with Visualsoft

Camilla Rydzek
17 November 2021

Independent fashion retailer Brother2Brother has expanded into five new international markets using e-commerce platform Visualsoft's integration technology.

The men's fashion retailer was launched in 1985 and has six stand-alone stores in the UK as well as an e-commerce site.

Now it is launching online in Canada, Australia, Israel, Japan and UAE with the help of Visualsoft's plug-and-play integration, allowing Brother2Brother to develop and initiate a cross-border strategy. 

Visualsoft's solution means that Brother2Brother allows customers to shop in their own language with localised currency, while also making the retailer internationally compliant by offering taxes and duties to customers and correctly classifying products, preventing delays at customs.

The platform also launched an international marketing campaign for the retailer on Google’s Shopping Ads, localising the online store in chosen markets, including product catalogues, store checkout and prices.

Brother2Brother also worked with cross-border specialist, Glopal on the international expansion.

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.”

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.”


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