How Royal Copenhagen builds on its legacy through smart localisation
Royal Copenhagen is one of Denmark’s oldest and most iconic design brands – known for its hand-painted porcelain and rich heritage dating back to 1775. But while the craftsmanship remains timeless, the company’s approach to e-commerce is firmly focused on the future. With a growing direct-to-consumer business and a lean digital team, Royal Copenhagen is rethinking how to expand internationally – aiming for efficiency, clarity and long-term brand value.
In 2024, the team made a strategic decision to localise their German site. It quickly became a test case – and a turning point. Performance exceeded targets, all without adding extra headcount. For eCommerce & Marketing Activation Director Margit Friis, the project confirmed that meaningful growth does not always require building big.
A SEO audit confirmed the opportunity. The site was underperforming in German-language search results, despite strong interest in the brand. “It was a relatively quick process,” she says. “We started in August and launched the localised site by October. Just in time for peak season.”
The launch performed well above expectations, reaching index 140 by year-end, with continued growth into 2025. Yet the project was managed entirely by the existing team.
“We have been very focused on making improvements without increasing costs,” Margit says. “Localisation is a relatively small investment compared to the return.”
“Germany is a huge market, and our brand awareness is still relatively low there,” Margit says. “By growing our email base and investing in localisation, we are helping build the brand – and that supports our wholesale partners too.” When the brand grows, everyone benefits.
The company also uses its own site to sell exclusive products, keeping selected items within DTC channels only. But even here, the focus is not on aggressive targeting. “Some of our best-sellers in Germany are not exclusives,” she says. “We do not push one category over another – the goal is to meet customer demand.”
Structure that scales
For now, Royal Copenhagen runs its international digital business without a dedicated localisation team. “We manage it with what we have,” says Margit. “Germany was possible because we phased it in. But we also know that if we open another market with a fully localised setup, we will need to invest in additional support. That is part of the business case from day one.”
The long-term ambition is to scale without complexity.
“With the results we are seeing now, we can clearly see the value localisation brings,” she says. “Even if future growth is more modest, it helps justify when and how we expand the team. That gives us clarity.”
Looking ahead, Margit believes the combination of brand strength and scalable systems will make it easier to enter new markets. “Localisation lets us build from a strong foundation. It is a way to test markets properly, without needing physical stores right away.”
Royal Copenhagen’s example shows that smart localisation does not require big teams or big budgets – just clear priorities, good timing and a plan for how to support each market as it grows.
Each brand featured in Succeed Abroad – The Magazine shared three lessons they wish they had known before expanding abroad – practical advice shaped by real experience. This is what Margit Friis shared:
Make localisation part of the business case
It is not just a language exercise – you need a plan for how to support and scale each market.
Brand investment supports everyone
When you grow brand awareness in a market, it benefits both direct sales and wholesale partners.