Fashion and interiors brand Cath Kidston has dominated UK homes over the last two decades, and now a website translation and localization could result in the brand succeeding overseas too. Retail Week reports that the ‘modern vintage’ retailer will launch a French language version of its website before the end of 2013. The move follows the relaunch of its current site, along with the localization of pages that now offer its products for sale in American dollars. As it is proven consumers prefer to shop using their own currency, this is a smart move on the part of the British-grown brand. Cath Kidston is already selling its products to 160 different countries from the UK, and particular growth in this digital arm of the business has been seen in the US, Australia and Saudi Arabia. In addition, new stores are being opened overseas, with the stock in each influenced by the online shopping activity of consumers in those countries. However, the French website will be Cath Kidston’s first foray into website translation. Yet this could be a good time to do it. While business is booming for the brand, being able to shop in their own mother tongue is proven to mean consumers are more likely to make a purchase, and this could also improve their loyalty to the label. As a result, providing French customers with a site written in their native language is a worthwhile investment. Cath Kidston is not the only company to be casting an eye overseas. Marketing Week reports that as confidence returns to the UK economy, more British businesses are now considering international expansion. While Europe might seem like the safest and most obvious choice, there are plenty of opportunities to be had among the emerging Asian economies. Speaking to Marketing Week, chief economist at EY (Ernst & Young) Mark Gregory said: “Now that confidence in the UK appears to be turning a corner, goods exporters must stop treading water and manoeuvre into the fast lanes towards growth.” However, it is advice that not enough businesses are taking advantage of, as the OECD notes that although the UK has the world’s sixth-largest economy, it is only the 11th largest exporter of goods. Some of the British brands currently focussed on expanding abroad include SuperGroup, owner of clothing company Superdry, which has plans to open at least ten stores in Turkey. Meanwhile, department store John Lewis has its sights set on opening stores in up to ten new markets over the next few years, and it will soon unveil its first store at Heathrow Airport so it can boost brand awareness among visitors to the UK. Retail specialist at UK Trade & Investment Fred Bassnett noted: “Britain, because of our standing in the world, has always had a heritage across the globe.” Marketing Week cites research by OC&C Strategy Consultants and Google, which forecasts that online sales made by retailers in the UK to overseas markets will increase seven-fold between now and 2020, to a total of £28 billion. It’s therefore not just optimistic thinking to suggest that digitally branching out abroad will pay dividends. At the beginning of the week, Language Insight launched its first white paper, which outlined the benefits of website translation and localization. It also provides tips on how to choose the right translator for a particular purpose, and can be accessed for free in the Language Insight Media Centre.