Earlier today, Ehandel.se reported that Bubbleroom plans to launch its own online stores in up to nine new markets. Austria is the first country in this major European tour, a market with which the fashion company is already familiar.
Building on Germany
The fact that Austria is the starting point for the expanded expansion is no coincidence. The company sees significant operational advantages and synergies with its existing presence in the region.
Austria became a natural first market because we already have knowledge of demand through our sales via external platforms and can also benefit greatly from what we have built up in Germany. The language, marketing and technical solution can largely be reused, which allows for rapid establishment with relatively low risk and limited investment, says Magnus Månsson, CEO of Bubbleroom.
He further explains that the company will continue the launches gradually, with a primary focus on Central and Western Europe.
After that, we will continue gradually, primarily in Central and Western Europe, where we see an attractive combination of market potential and operational synergies. We communicate the individual countries when the respective launch approaches, he explains.
Proven model provides security
During 2025, Bubbleroom established itself in Germany, the Netherlands and Belgium. These experiences have been crucial to the strategic decision to now further accelerate the pace.
The most important insight is that Bubbleroom's offering works and can grow profitably even outside the Nordics. We have seen positive signals in traffic and conversion, but also learned how the range, customer acquisition and the local customer experience need to be adapted, says Magnus Månsson.
Above all, we now have a much more proven and reproducible model for how we choose, launch and scale a new market. It is this model that makes us feel confident in increasing the pace, he continues.
AI enables rapid scaling
Launching in up to nine new markets normally means a significantly increased workload, not least regarding translations and localization. To manage this with a maintained central organization, Bubbleroom has chosen to rely heavily on artificial intelligence.
AI is primarily used to streamline the work that otherwise grows rapidly when adding more languages and markets. This includes translation and localization of product information, category texts, campaign material and other content, explains the CEO.
The technology is also used in other business-critical areas to facilitate daily work.
We also use AI as support to create and evaluate local marketing variants as well as in customer service for example translation, information retrieval and suggestions for answers. Our employees continue to be responsible for quality and final decisions. In this way, we can manage more markets with the existing central organization without compromising the customer experience, says Magnus Månsson.
Logistics and returns in focus
As volumes are now expected to increase in Europe, logistics is a key issue. Bubbleroom has chosen not to spread out its warehouses, but instead focuses on a centralized solution in collaboration with logistics partner Logent.
We are not building up separate warehouses and organizations in each country. The new markets are connected to our common logistics platform and our expanded collaboration with Logent. This provides a more flexible cost structure and allows us to utilize existing capacity as volumes grow, he says.
The online fashion industry is often plagued by high return rates, but Bubbleroom has a clear strategy to keep these down as it expands.
At the same time, work on returns begins before the purchase. We systematically work with fit, product information, images, size guidance and analysis of return reasons to help the customer choose correctly from the start. We also monitor profitability per market after all variable costs, including shipping and returns, and only scale where the economy is sustainable, says Magnus Månsson.
Our return rate has already developed positively, which strengthens the conditions for a profitable expansion, he concludes.