CAse study: fab appliances

Expanding an Italian Brand Across Europe Through International SEO and E-Commerce Migration

Who is FAB Appliances?

FAB Appliances is an Italian e-commerce company known for high-end kitchen appliances that combine style, craftsmanship, and technology. With a strong domestic presence and growing interest from overseas customers, FAB Appliances set its sights on expanding into key European markets including the UK, Ireland, Germany, Spain, and France.

1. The Challenge

Despite strong brand recognition in Italy, FAB Appliances had limited visibility beyond its home market. Their website ranked almost exclusively on google.it, with negligible organic traction across other European domains.

Key issues included:

  • No multilingual structure or hreflang setup to target international audiences.

  • An outdated CMS (PrestaShop 1.6) that restricted SEO performance and scalability.

  • No centralised inventory management system, making it difficult to handle cross-border logistics efficiently.

FAB Appliances needed a complete solution to internationalise their digital presence while preserving their existing brand authority and search equity.

2. The Solution

To overcome these challenges, Origin SEO implemented a step-by-step process covering both strategic and technical execution:

1. International Keyword Research

Conducted multi-market keyword mapping across English, Spanish, French, and German to identify search intent and purchase behaviour in each region. Focused on product category terms, brand-driven searches, and long-tail modifiers such as “retro green smeg fridge uk” or “lavastoviglie a scomparsa minimalista”.

2. Competitor Analysis

Benchmarked FAB Appliances against leading local competitors in each market like to define positioning opportunities, pricing strategies, and content tone preferences per region.

3. Product Research and Local Relevance

Reviewed FAB Appliances' full catalogue to determine which products had the strongest international potential. This helped prioritise SKUs for localisation and ensure demand alignment in markets with differing appliance standards and voltage requirements.

4. Content Localisation

Developed multilingual on-page optimisation with the help of professional translators across the five target languages. Each country site received:

  • Tailored metadata and headings

  • Transcreated product descriptions (not literal translations)

  • Market-specific sizing and compliance details

  • Localised blog content aligned with seasonal search trends

5. Technical Migration and Implementation

Collaborated closely with Webround to migrate from PrestaShop 1.6 to 9.0, ensuring:

  • Complete URL and redirect mapping to preserve SEO equity

  • Proper hreflang and canonical tagging for all country-language versions

  • XML sitemap segmentation per locale

  • Integration with Google Merchant Center feeds for international listings

3. The Outcome

FAB Appliances successfully transitioned from a domestic retailer to an international e-commerce brand, powered by a robust multilingual SEO framework and modernised CMS infrastructure.

This project demonstrates how a strategic blend of SEO and technical redevelopment can unlock scalable growth across borders, proving that with the right foundation, even niche e-commerce businesses can thrive in multiple markets.

Within six months of launch, FAB Appliances saw measurable gains across key performance indicators:

+250%

Organic visibility in EU markets combined

+165%

Revenue from international markets

65

New products launched and localised across the UK, Germany, France, Spain, and Ireland, following detailed market and demand analysis.

+38%

Increase in B2B enquiries from distributors and kitchen design studios seeking partnerships in the new target markets.

4. The Feedback

“Working with Origin SEO and Webround gave us the clarity and structure we needed to grow internationally. The strategy was precise, the implementation was smooth, and the results exceeded our expectations.”
— Giovanni De Caprio, Head of Operations, FAB Appliances 

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