Go-to-market strategy for selling footwear online in Europe and North America
Fluchos is a Spanish comfort footwear brand with a highly recognizable identity and a solid base in the domestic market. Its ambition was clear: grow outside of Spain without losing brand coherence or profitability.
Expanding into several countries at once is tempting and risky. Each market has a different customer, different competition, different buying habits, and different logistical and advertising costs that do not appear to be comparable.
Fluchos needed to answer three questions: in which countries to enter, in what order, with what sales model in each one (own store, marketplace or large retailer), and how to allocate the investment to grow sustainably.
The solution
a growth plan by country
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Spain: consolidate the home market as a learning and revenue base to fund the expansion.
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France: opening our first foreign market with our own strategy, tailored and measured by results.
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Germany: an entry tailored to a demanding customer with the right fit, quality and convenience.
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Rest of Europe: coverage with an online sales model that allows us to test, measure and scale wherever demand responds.
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Canada: direct-to-consumer sales with our own store designed for North America.
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United States: an entry alongside Nordstrom, leveraging a leading retailer to gain visibility and trust.
In every country we work with clear decision-making rules: we scale what works, optimize what almost is missing, and pause what doesn't perform, with weekly reviews and early warnings.
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Online sales growth in France: +46% in 2 years.
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Online sales growth in Spain: +102% in 2 years. With sustained growth of over 30% campaign after campaign.
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ROAS improvement in the European markets: +18% in summer ss26 compared to the previous period. The growth follows a sustainable trend, following our methodology.
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A replicable model: from one country to 4 active markets using the same methodology.
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