Worked example
How we launch a brand in Estonia
This is what one launch produced. The manufacturer is a Polish design company making pet furniture. We do not name it here, because naming a supplier is the supplier's decision. Everything below is visible on the live store, so you can check it.
Starting point
A Polish manufacturer of pet furniture with a dealer programme, a full product catalogue, and no representation anywhere in the Baltics. Retail prices from 29 to 589 euros. No Estonian-language material of any kind existed.
What we delivered
| Item | Detail |
|---|---|
| Product listings | 97 SKUs across nine product lines, all in Estonian |
| Price range listed | 29 to 589 euros, at the manufacturer's RRP |
| Comparison table | Fabric and price comparison covering seven bed lines, built from the manufacturer's own specifications |
| Sizing guide | Measured internal and external dimensions in three sizes per line |
| Buying guide | Bed versus cushion, written for a buyer who has not owned either |
| FAQ | Six questions, answered on the category page |
| Support language | Estonian, answered within one working day |
| Warranty handling | Two-year statutory claim period handled locally under the Law of Obligations Act § 218(2) |
| Pricing discipline | Manufacturer RRP held for the whole period |
Why the copy work is the expensive part
Nine product lines with three sizes each is not nine descriptions. It is a set of decisions a buyer has to make before they can choose, and each decision needs a document.
An Estonian buyer looking at a dog bed wants to know the internal dimensions, not the external ones, because the external dimensions do not tell them whether the dog fits. They want to know whether the cover comes off and whether it survives a wash. They want to know why one fabric costs 40 euros more than another on the same frame.
None of that is in a product feed. It is in the manufacturer's specification sheets, and it has to be read, converted into Estonian, and put into a table. That is the work.
| Comes from the product feed | Has to be written from specifications |
|---|---|
| SKU, EAN, name, price | Which size suits which dog weight |
| External dimensions | Internal usable dimensions |
| Material name | What that material feels like and how it wears |
| Colour name | Whether the cover is removable and machine washable |
| Stock level | Why line A costs more than line B on the same frame |
Pricing discipline in practice
The manufacturer's RRP was held across all 97 SKUs for the whole period. That matters more in the Baltics than it sounds, because Estonian, Latvian and Finnish buyers routinely compare across borders and a cheap Estonian listing is visible to a Finnish dealer the same week.
See the result
The category page, the comparison table, the sizing guide and the FAQ are all live. Open them and check the claims above against what is actually published.
Questions about this launch
Why do you not name the brand?
Naming a supplier publicly is the supplier's decision, not ours. We describe every relationship by category, origin country and scale, and we link to the live store so you can see the range yourself.
How long did the launch take?
Catalogue build runs at roughly 40 to 60 SKUs per week, so 97 SKUs is about two weeks of copy work. Terms, data handover, compliance registration and launch add to that. The full four-step timeline is on the for manufacturers page.
Did you take stock or dropship?
The commercial terms of that launch are confidential to the supplier. Our model is dropship: we do not buy stock, which is what lets us list a full range including the slow lines. The trade-off is on the for manufacturers page.
Would you do the same for a range of 300 SKUs?
Yes. Our horticulture store carries 353 SKUs from two brands. Copy work scales roughly linearly, so 300 SKUs is about six to eight weeks.
Who wrote the Estonian copy?
We did, in-house, from the manufacturer's specification sheets. It is not machine translation of the manufacturer's English pages.
What happens to a warranty claim on these products?
The customer writes to us in Estonian. We triage it. Only a confirmed manufacturing fault reaches the manufacturer, in English, with photos and the SKU. The seller is liable for two years under the Law of Obligations Act § 218(2), and the seller is us.