From Local Boutique Brand to European B2B Player
Dekornik, a Polish brand known for charming children's wallpapers and wall decals, had strong design and product quality but struggled to expand beyond Poland. In 2017, they had no international B2B strategy, unstructured pricing, minimal brand awareness outside Poland, and no systems for handling wholesale partnerships.
Dekornik faced several key challenges:
Weak B2B Offer (Pricing, Product Selection, Distribution Strategy)
Poor visibility in the European market.
Ineffective marketing and sales approach.
Limited Marketing Budget: A small budget made it challenging to gain awareness andreach B2B clients effectively.
The Challenge
Our Strategy
We implemented a comprehensive strategy to reposition the brand:
Market Expansion
Using a data-driven approach, we built a lead base of over 1,200 potential partners, segmented by region and retail category. We then localized brand messaging, adapted logistics, and secured partnerships in over 20 European countries.
Sales Infrastructure
We set up CRM systems, standardized sales documents (order forms, partner agreements, onboarding checklists), and introduced structured pipelines with monthly sales targets. We also trained Dekornik’s team on best practices for international wholesale sales.
Marketing & Brand Visibility
To build trust and brand recognition across Europe, we launched multilingual B2B materials, a dedicated
landing page, and targeted digital campaigns. We also introduced Dekornik at key European trade fairs andcollaborated with niche design media and influencers.
Offer Optimization
We restructured the product line for wholesale by creating curated B2B collections, introducing clear pricing tiers, and developing dedicated sales materials like line sheets, catalogs, and SKUs. This made it easier for retailers to buy and resell.
Our approach to transforming Dekornik’s international B2B strategy followed a structured, data-informed process, ensuring each decision was both strategic and scalable. Below is a breakdown of how we executed the transition from local boutique brand to a competitive B2B player in Europe.
Phase 1: Data analysis and benchmarking.
To lay a strong foundation, we began with a deep dive into the market and competitors:
Conducted a comprehensive audit of the European furniture landscape, focusing onmodern design brands.
Benchmarked leading pricing strategies.
Analyzed buyer behavior, purchasing patterns, and key drivers for retailers and designprofessionals.
Phase 2: Adjustments in pricing, packaging, or logistics.
Conducted benchmarking against similar premium children’s décor brands operating in European markets—analyzing pricing, packaging, product presentation, and distribution strategies.
Phase 3: Marketing and branding efforts.
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Digital and print catalogs
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Samples book
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Line sheets with pricing and specs
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Wholesale brochures
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B2B pitch decks and case studies
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Launched a dedicated B2B website section on YNOT website and created password-protected partner portals with marketing assets and ordering guidelines.
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Created password-protected marketing folders with all marketing materials, such as images, movies, brochures, etc
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Participated in select European trade shows and submitted products to parenting influencers to boost organic exposure.
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Created localized social media and email content targeting buyers and concept stores in key markets.
Phase 4: Building a B2B sales strategy (CRM, outreach, partnerships).
Set up an internal system to manage lead pipelines, track partner interactions, and schedule
follow-ups—enabling transparency and accountability.
Developed a target list of 1200+ prospective retail and distribution partners, segmented by region, retail type, and aesthetic alignment.
Results
100%+ sales growth in year 2; 400% increase by 2020
100+ B2B clients in 23 countries including Germany, France, UK, and Spain
Resilient performance through COVID-19 and geopolitical disruptions
Long-term client loyalty with high order frequency
Over 1500+ wholesale orders successfully gained and delivered
ROI of 6.11 on international strategy
Conclusion & Key Takeaways
The transformation of Dekornik from a locally known B2C brand to a competitive B2B player across Europe was the result of strategic offer alignment, tailored marketing, professionalized sales systems, and a sharp expansion roadmap. By aligning the product offer with wholesale expectations, strengthening the brand’s visibility across Europe, and building robust sales systems, we enabled sustainable growth despite global challenges like the COVID-19 pandemic and geopolitical disruptions
