Varley Germany · Proposal · Prepared by SearchFlex
A German storefront that feels native, keeps Varley’s premium positioning, ranks in German search and converts German customers. Three packages, one clear recommendation.
Making the site available in German is the easy part. The value is in four things working together.
Fabric, fit and collection language written the way German customers expect to read it, not carried over from English.
The tone, restraint and polish of the English brand carried into German without sounding like generic translated fashion copy.
Pages built around what German customers actually search for, on a clean international structure that does not harm existing search visibility.
Today the EU store is English only. Its pages already declare English alternates for the UK, EU and US, so the German version has to be added to that set without disturbing it.
We crawled the live EU store. It returned 3,532 URLs, of which 1,045 are indexable pages. Click a content type to see how it is handled.
Counts are indexable URLs from our crawl of eu.varley.com and will move as products are added or retired. A sample of 40 product pages averages about 38 words in the page data description; the fit, fabric and care tabs add more, and a rendered crawl will give the full word count.
Before German is added, the English store has some gaps that would carry straight into the German version. Fixing them once, at the source, is cheaper than fixing them twice.
| What we found | Result | Handled in |
|---|
Lite gets the site translated and adapted. Mid makes it search-ready. Top adds the market-entry strategy and launch assurance. Fees are one-off project fees.
German Market Foundations
one-off · excl. VAT
Core German localisation with essential search and social metadata.
German SEO & Localisation
one-off · excl. VAT
Everything in Lite, plus search-led optimisation and German market relevance.
Complete German Market Optimisation
one-off · excl. VAT
Everything in Mid, plus technical international SEO, conversion localisation and a premium brand experience.
Fees are based on the scope above. If page counts change materially before sign-off, we will confirm the fee with you first.
| Capability | Lite | Mid | Top |
|---|
It is not the package with more metadata fields. It is the package built around five services that protect the launch and leave Varley’s own team with something lasting.
The call with Varley’s developers shaped the plan. Three points affect how German is built and what it costs.
The EU store (eu.varley.com) is the right home. The limit is in the product listing tool, Klevu, which can only reflect one Shopify inventory location. Putting German on the .com domain would mean adding EU stock there, and the tool could not tell the two apart, giving wrong in-stock and out-of-stock statuses.
Every page already declares its UK, EU and US alternates, with an x-default, in the page code. German has to be added to that set, per page, so it is a front-end change rather than a switch. Top reviews the current set-up and specifies the extension.
Klevu matches products by title and URL. Every translated title or URL needs mapping, across roughly 970 product and collection pages. German URLs help search, so this is a trade-off we will quantify and agree at kickoff.
Our review of the EU storefront suggests it is built on Shopify with a custom front end and a separate content system for editorial pages. That makes loading German content a joint task with Varley’s developers. We have not yet agreed who does what, so both routes are open.
Handover
Implementation
The package fees above cover the German content, strategy and recommendations. Loading and developer-side set-up depend on the route you choose and on your front-end build, so we will quote them once that is confirmed.
German legal pages (Impressum, Widerrufsbelehrung, Datenschutz, AGB and shipping and payment terms) come from a German e-commerce legal source and are not a translation job. They are not part of any package fee.
Black Friday is Friday 27 November 2026. The earlier we start, the more time Google has to index the German site, so a pre-sale launch depends on an early sign-off. We will confirm dates at kickoff.
After launch, German SEO and content support can continue as an ongoing service, scoped from the findings of the post-launch review rather than guessed up front.
We recommend Mid. It makes the German site search-ready, which is what turns a translated store into a German sales channel.
Agree the page counts, Du or Sie, the markets (DE only, or AT and CH too), and who loads the content.
We freeze the English source, set up the German workspace and begin the glossary and style guide.