For brands looking to expand beyond their home markets, navigating the complexities of local regulations, cultural preferences, and market dynamics is crucial to their success. While there’s no magic genie to guarantee instant success in every market you enter, having the right expertise by your side is the next best thing to making it happen.
Enter Kingsmen International, established in 1976 and the key that opens doors to smooth market entries, whether for brands coming to the US or expanding globally. To shed light on the intricacies of global retail expansion, we’ve gathered key insights from members of Kingsmen’s team and a few of their trusted partners.
Part 1: Localizing Brands Entering the US Market
The US market, though ripe with opportunity, can be a maze for international brands. The landscape may look familiar, but beneath the surface, there’s a web of local regulations, cultural nuances, and market-specific challenges. Kingsmen Projects US (KPUS) has spent decades perfecting the art of localizing brands for US entry, serving as a trusted guide through this intricate process.
Deciphering the Regulatory Maze:
Many brands that set their sights on the US market often stumble right out of the gate. Common pitfalls include choosing the wrong contractors, lack of familiarity of laws which vary across each state, underestimating local permitting challenges, or misjudging city, mall, and building requirements- just to name a few.
As Arthur Rubinfeld of AIRVISION and former president- Chief Creative Officer of Starbucks observes, “Many companies make the mistake of choosing New York or LA as their first entry points without considering other top tier U.S. cities that could be better for their company’s initial and ultimately successful proof of concept. It is definitely wiser to spend time learning regional demographic nuances, developing a general multi-year base expansion plan upfront, and then choosing the smartest city to enter first.”
However, it’s not just about choosing the right city—it’s also about understanding the distinctions of local regulations and operational intricacies that vary depending on the region.
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Stephen Hekman, Executive Vice President of KPUS, elaborates on this complexity: “Brands often think it’s as simple as opening the doors, but in reality, it’s about understanding every little detail— from ADA compliance to energy codes to tenant criteria. It’s our job to ensure nothing slips through the cracks.”
In other words, knowing how to navigate the multifaceted regulatory landscape is crucial, as even the smallest overlooked detail can lead to costly mistakes or delays—outcomes that can potentially make or break a brand’s success.
Adding to this, Tom Walsh, former Vice President of global store development at Under Armour, emphasizes the importance of being both systematic and adaptive. As he notes, “Brands that invest in systems to govern standards, processes, and guidelines—while also respecting local codes and cultural nuances—are the ones who get it right. It’s about delivering projects that are on-brand, on time, and on budget.”
Entering a new market presents a unique set of challenges: How do you ensure your plans are crystal clear when the drawings are in a foreign language or rely on unfamiliar measurements? How do you untangle local regulations, from building codes to safety standards, when they’re written in terms that seem like another dialect? And how do you collaborate seamlessly with contractors, suppliers, and local authorities when language barriers stand in the way? That’s where KPUS steps in. Fluent in the language of global business—quite literally—they bridge communication gaps and translate complexities into actionable steps, making sure nothing gets lost in translation (except, perhaps, your stress).
Stories from the Field:
Kingsmen’s experience with brands like Abercrombie, lululemon, Cotton On, T2 Tea and FamilyMart to name a few, illustrates the value of their highly strategic approach when venturing into new territory. Be it a broad retail rollout or the introduction of a luxury brand from overseas, some of the fundamentals of a successful market entry are often the same: avoiding costly mistakes, minimizing change orders, and preventing delays.
When renowned French luxury brand Christofle sought to grow a presence in the U.S., they turned to KPUS to handle some of these exact challenges. With a tight timeline and high expectations, KPUS managed to meet every deadline, ensuring that Christofle’s stores were ready to welcome their discerning customers without any last-minute surprises. This project underscored the importance of having an expert partner who understands both the local landscape and the unique needs of international brands.
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Take Cotton On as another example, a well-known Australian fashion retailer, who decided to enter the US market and turned to KPUS to navigate the complexities of site selection, local permitting, and compliance with American building codes. KPUS provided a comprehensive, one- stop solution for their first several US stores, managing everything from site surveys to construction bidding.
As a result, Cotton On was able to establish a strong foothold in a highly competitive market. Today, the brand has over 150 stores across the United States, showcasing how a well-executed market entry can lead to sustained growth and success.
When T2 Tea, the popular Australian tea retailer, decided to expand into the U.S. market, they entrusted KPUS with managing every detail of their entry. “From store design to logistics, we handled every aspect of their expansion,” says Hekman. “Our job is to make sure that brands can focus on their core strengths while we take care of the details that make or break their market entry.” This comprehensive approach allowed T2 Tea to quickly establish a strong presence, seamlessly blending their unique brand identity with the local retail landscape.
“Brands often don’t realize how different the process is in the US compared to other markets. Over there, things move faster because there’s less bureaucracy. Here, it’s about knowing the landscape, and we’re here to help them navigate it,” says Hekman. KPUS’ deep-rooted knowledge of the US market means brands can sidestep red tape, save time, and reduce costs—all while ensuring a seamless transition.
Part 2: Guiding Brands to Expand Globally
KPUS’ prowess doesn’t stop at the US border. As a partner with global reach and offices all over the world, Kingsmen Intl. is also the go-to guide for brands venturing into international waters, with a heavy presence in the dynamic and diverse markets of Southeast Asia (SEA).
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Unlocking Opportunities in Southeast Asia:
SEA offers exciting prospects for international brands, but it also presents unique challenges. “Opening brick-and-mortar stores here requires more than just a presence,” says Luke Ng of Kingsmen Intl. “Brands must carefully choose their locations—whether it’s a modern shopping mall in Singapore or a street-side market in Bangkok. What works in New York won’t necessarily work here.”
There’s also the question of store format. Flagship stores might be popular in the West, but in SEA, where rental costs can be sky-high, smaller, flexible formats or pop-up stores might make more sense. “It’s about finding that sweet spot between brand identity and local market dynamics,” Ng adds.
The Power of Local Knowledge:
Adapting to a new environment is only part of the equation—success lies in strategically using resources to boost efficiency and reduce risk. Walsh captures this sentiment perfectly when he says, “Create the playbook, find the best partners, and build the best team. It’s not about reinventing the wheel; it’s about leveraging your network to avoid costly mistakes.”
For brands ready to conquer new horizons, this means relying on a partner like Kingsmen, who understands the local landscape intimately—from lease negotiations to compliance with local regulations and cultural adaptation.
Engaging with Local Markets:
Success in SEA also hinges on a deep understanding and catering to the diverse consumer behaviors unique to the region. In this dynamic market, a one-size-fits-all approach rarely works. From tailoring product offerings to suit the tropical climate to creating targeted promotions around major events like Lunar New Year, success in SEA is driven by the ability to engage consumers on their terms.
As Ng explains, “You need to adapt to local holidays, festivals, and even the climate. Unlike the West, Southeast Asia doesn’t have four seasons, so brands must think about lightweight materials and weather-resistant packaging. And then there’s the digital side—consumers expect a seamless blend of online and offline experiences.”
Navigating New Markets with Confidence:
At the end of the day, expanding into new markets is less about luck and more about strategy. Whether bringing a brand to the US or helping it grow overseas, Kingsmen’s experience ensures brands move forward with confidence.