New market rollout

Take your brand
into new markets

Entering a new market means navigating new suppliers, regulations and ways of working. GLIMMA manages the physical rollout from the first location onwards, combining global brand standards with local execution.

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We've seen this before

What slows down a new market entry.

None of these are unique to your business. They're the reason a market-entry programme needs local knowledge before it needs local presence.

01No proven local supply chainYou don't yet know which local suppliers, contractors and materials sources can actually deliver to your standard.
02Regulatory unknownsPermits, import duties, signage codes and building regulations vary market to market, and getting one wrong delays launch.
03No team on the ground yetDecisions that would normally get resolved on-site have nobody local in place to make them.
04Untested cost assumptionsA budget built on your home market's pricing rarely survives contact with a new one.
05The first location sets the templateWhatever opens first becomes the reference point for every location that follows — there's no room to get it quietly wrong.
06Market and cultural fitMaterials, formats and messaging that work at home don't always translate directly.

Market readiness

Understand the market before you build in it.

GLIMMA assesses the practical requirements of a new market before production and installation begin. That gives your team a clear picture of what is needed, what could create friction and how the rollout should be structured.

Market assessmentUnderstand local regulations, suppliers, materials, logistics and installation requirements.
Supply strategyDetermine what should be manufactured locally, regionally or centrally.
Site assessmentValidate locations, dimensions, access and existing infrastructure where required.
Rollout planningSet priorities, sequencing, timelines and responsibilities before implementation begins.

The result is a rollout plan based on the conditions of the market, not assumptions made from headquarters.

Local capability

The right supply model for the market.

GLIMMA determines the right sourcing and delivery model for each market, with assets produced locally, regionally or centrally depending on the programme. The decision considers:

01Total cost
The full cost of production, transport, installation and any import, storage or handling requirements.
03Volume
Whether consolidated production creates meaningful efficiencies.
05Logistics
How materials and finished assets need to move through the market.

02Lead time
What needs to be ready for launch, and when.
04Quality
Whether local capability can meet the required specification.

From first location to full rollout

Start with the first location. Build for what's next.

A new market often begins with one flagship location, a first office, a retail site or an initial fleet. That first implementation is an opportunity to validate the solution before scaling it.

01
PilotTest materials, specifications, suppliers and installation methods.
02
RefineResolve practical issues and incorporate what the first implementation reveals.
03
StandardiseEstablish the approved approach for wider deployment.
04
ScaleScale across the market with consistent standards and quality.

This approach reduces the risk of discovering market-specific problems after the programme is already at scale.

One programme. One view.

Local delivery, centrally managed.

A new market can involve local suppliers, installers, landlords, internal teams and regional stakeholders, all working to the same launch date. GLIMMA coordinates those moving parts, giving your team a central point of visibility while local partners handle the work on the ground.

BrandEye, GLIMMA's proprietary platform, connects locations, assets and implementation activity so programme teams can see what is planned, what is underway and where action is needed.

The BrandEye dashboard, showing a workspace's locations and signs by status alongside a list of recently modified locations across Denmark.

01
One programme view
See progress across locations and workstreams.
02
Connected local delivery
Coordinate suppliers and installers without losing control.
03
Clear accountability
Track progress and keep things moving.
04
A record that lasts
Captured data can be used for ongoing brand management.

Where it shows up

From one site to everywhere your brand needs to be

A new market rollout can begin with a single site and quickly extend across different places, vehicles and assets that make the brand visible.

A large illustrated mural of Bangkok street signage and skyline covering an office corridor wall

Corporate & workplace

Branded retail and customer-facing environment

Retail & customer environments

Fleet & mobile assets

Transport & infrastructure

Events & installations

350+

showrooms

20+

countries

Dealership network brand rollout

GLIMMA rolled out Ford of Europe's new branding across more than 350 showrooms in 20+ countries, using a durable, locally deployable graphics solution built to withstand real-world showroom wear.

Read case study

Why GLIMMA?Why choose GLIMMA for a new market rollout?

GLIMMA is your partner in unfamiliar markets.

01You're not the test caseGLIMMA has opened first locations in unfamiliar markets before. The approach is proven, even when the market isn't yet.
02Suppliers vetted before you need themLocal partners are assessed for capability and compliance ahead of the project, not sourced under deadline pressure once it's underway.
03One brief, translated intelligentlyThe identity doesn't get reinterpreted locally. It gets adapted by people who understand both the brand and the market.
04Built to open the next ten, not just the firstA market-entry programme is designed to scale, so location two costs less time and fewer surprises than location one.

Insights by GLIMMA

GLIMMA's Brand Expansion Excellence in India's Market

India is a £3 trillion economy and one of the hardest places to launch a brand consistently. Why GLIMMA opened there, and how the India team bridges international standards and local supply.

GLIMMA Editorial Team Jan 23rd, 2024

Lost in translation – top six international branding mistakes

A global brand must be consistent, but never identical. Six of the biggest — and frankly comical — translation-related marketing mistakes in history, from KFC to Pepsi, and what they teach brands entering a new market.

GLIMMA Editorial Team Sep 14th, 2022

Ready to enter
your next market?

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