How 2echoix launched as the French growth engine of 2dekansje
Marketing
Design
Strategy
Brand
From a successful Dutch formula to a fully localised e-commerce strategy for France
After the success of 2dekansje in the Netherlands, the ambition was clear: take the model international.
France quickly became one of the strongest growth opportunities in Europe. The demand for second chance products was rising, and consumers were becoming more aware of price, sustainability and circular consumption.
The concept was introduced to the French market under the name 2echoix.
The business model was proven. The product logic was strong. But one thing became clear early: France could not be approached as a translated version of the Dutch operation.
To succeed, 2echoix needed to feel local.
Local in language.
Local in trust.
Local in design.
Local in search behaviour.
Local in conversion.
Together with Sandstone, a fully localised full funnel growth strategy was developed for the French market.
The challenge
The biggest challenge was not driving traffic.
The challenge was building profitable growth in a new market while keeping the commercial discipline that made 2dekansje successful.
French consumers behave differently from Dutch consumers. They respond to different buying arguments, different design cues, different levels of trust, different search terms and a different communication style.
That meant the strategy had to be rebuilt, not copied.
The goal was to create a scalable French growth system that could:
Build brand awareness in a new market.
Maintain profitability during scaling.
Create a stable ROAS.
Reduce dependency on one acquisition channel.
Support future growth through localised infrastructure.
What we built
1. Localised Google Ads
The Google Ads structure was not translated from Dutch to French.
It was rebuilt around French search behaviour, local competition, product demand and buying intent.
Campaigns were structured around the products that performed well locally, the search terms French consumers actually used and the intent behind those searches.
By continuously optimising ROAS, impression share and product performance, 2echoix developed a scalable Google Ads engine built for the French market.
2. Meta Ads for awareness and conversion
Because 2echoix was still a new name in France, Meta Ads played an important role in building recognition and trust.
Campaigns were used for brand awareness, product promotion, remarketing, dynamic product ads and conversion focused campaigns.
The learnings from 2dekansje were used, but never copied blindly. Every campaign was adapted to the French audience and market context.
3. Email marketing and retention
From the start, retention was built into the growth strategy.
Through Klaviyo, automated customer journeys were created for welcome flows, abandoned carts, browse abandonment, product recommendations and win back campaigns.
This ensured the strategy did not depend only on acquisition.
Email marketing helped increase customer value, support repeat purchases and keep ROAS more stable as budgets scaled.
4. Website redesign for the French market
One of the strongest insights during the first growth phase was that the Dutch website experience did not fully match French consumer expectations.
The products were the same, but the way they needed to be presented was different.
Sandstone proposed and executed a full redesign for the French market. The website was not treated as a translated Dutch webshop, but as a localised platform built specifically for French consumers.
Together with a French speaking designer, the redesign focused on:
French user experience
Local tone of voice
Conversion optimisation
Trust elements
Mobile performance
Product presentation
A dynamic repricing tool was also introduced to adjust prices based on local competition.
The result was a webshop that did not feel like a foreign brand trying to enter France. It felt like a brand built for the French customer.
The results
2echoix became more than an international extension of 2dekansje.
It became a localised growth system where acquisition, retention, branding and conversion optimisation work together.
The strategy created a stronger foundation for:
Profitable traffic acquisition
Local market fit
Higher trust among French consumers
More controlled scaling
A stronger customer journey from first visit to repeat purchase
By combining Google Ads, Meta Ads, Klaviyo and CRO, the brand was able to support every phase of the customer journey instead of relying on one channel to do all the work.
The impact
The launch of 2echoix showed that international growth is not about copying what already works.
It is about rebuilding a proven system for a new market.
By combining the growth principles of 2dekansje with a fully localised French strategy, 2echoix gained a scalable foundation for further expansion in France.
The brand now has a full funnel marketing system where acquisition, retention, branding and conversion optimisation are connected.
That is what made the difference.
Not translation.
Localisation.
“International growth does not come from copying existing strategies. It comes from rebuilding successful systems for a new market and making them local.”
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