In 12 months: a 33% increase in turnover for Sprayground across 37 European countries.
The American streetwear brand penetrates the fragmented European market with multi-country logistics and exclusive timed drops.
The challenge:
Sprayground USA was coordinating its European expansion by managing logistics, translations and customer service from the United States, but faced the following challenges:
➤ Fragmented logistics across different states, resulting in inconsistent delivery times.
➤ Monolingual customer service, which limited conversions in non-English-speaking markets.
➤ Regulatory, tax, bureaucratic and customs complexities within the European Union.
➤ Adapting a global marketing strategy to diverse national markets, ensuring cultural relevance, maximising ROI and scalability without fragmenting the budget.
Results Achieved
+33% YoY
Revenue growth last 12 months
+37 European countries
Expansion in 12 months
+5 languages
On the website and via customer service within 12 months
The working process:
Thanks to coordination and strategic synergy with the European licensee, e-Fashion Pro has developed Sprayground’s digital expansion through five key operational phases:
➤ Phase 1 – Data integration: Direct link between e-Fashion Pro’s logistics, e-commerce platform and marketing to ensure real-time visibility of stock and performance.
➤ Phase 2 – Logistics Setup and Compliance: Warehouse configuration and management of shipments and returns across Europe and neighbouring non-EU countries, with unified tracking and optimisation of cross-border flows. The process includes centralised management of VAT payments within the EU under the OSS scheme and the adaptation of the entire infrastructure to GDPR regulations for maximum privacy protection.
➤ Phase 3 – Language Localisation: Implementation of a multilingual customer service team and adaptation of content for the five main markets. Languages implemented: Italian, French, German, English and Spanish.
➤ Phase 4 – Automation & AI: Automatic inventory optimisation and scaling of the technological infrastructure. Implementation of an AI agent that identifies hidden patterns in customer service data.
➤ Phase 5 - Commercial Strategy: Strategic management of ‘drops’ which, by leveraging the principles of scarcity and urgency, fuel hype and increase the brand’s desirability. All of this takes place in constant synergy with the owners, with whom every step is defined and agreed upon.
Tailor-made innovations for the project
Pre-Order Form
We gave customers the chance to pre-order, turning the wait for new releases into purchases.
Mystery Box
Thanks to a gamification mechanism, we have increased the average bill by 40% through the use of mystery boxes.
Special events
The ‘Drip Drop Lock’ events, with time-limited access, create a sense of scarcity and sell out within hours rather than days, thanks to the exclusive involvement of our best customers.
AI Customer Care Agent
An AI agent capable of assisting with purchases on the website, whilst also providing reports on customer purchasing patterns.
Customer impact
e-Fashion Pro’s Digital Distributor approach has enabled Sprayground Europe to:
Accelerated sell-out: Drops sell out more quickly.
Cross-border coverage: Seamless shipping across Europe and neighbouring non-EU countries, combined with multilingual customer service, has removed barriers to purchase.
Productivity optimisation: With a single point of contact for website management, marketing, logistics and customer service across Europe, the owners can focus exclusively on the creative and strategic expansion of the brand, freeing themselves from the burden of day-to-day operations
Are you a fashion brand looking to expand abroad without complications?
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