In talks with KOTON: their high-speed expansion across Europe
KOTON is on a mission to scale fast. With three new marketplace integrations in just a few months and more to come, the brand is showing sharp focus and momentum across Europe.
At the core of KOTON’s impressive growth trajectory lies a bold and clear ambition: to bring the brand within reach of every style-conscious consumer across Europe. And marketplaces are a cornerstone of that strategy. With new launches on Miravia and Allegro already live and Secret Sales just around the corner the brand is moving quickly. So what’s driving this acceleration? And how is the team managing to grow at such a high pace without losing focus?
“Marketplaces enable us to scale quicker, reduce entry costs, and instantly access trusted native ecosystems of millions of engaged users,” explains Ulas Karadadas, Vice Director of International Ecommerce Sales and Business Development.
“Marketplaces are accelerators,” says Karadadas. “They provide brand equity building, proof of product-market fitness, and feedback of native preferences, which we feed into our collections and marketing. It’s about long-term brand affinity, not short-term sales.”
Choosing the right marketplaces and why local matters
When it comes to choosing where to go next, KOTON prioritises platforms with a strong local presence, deep consumer engagement, and built-in tools for localisation.
“Local relevance is key,” says Karadadas. “We look for marketplaces where we can tailor the KOTON experience—language, pricing, assortment, fulfilment. That’s what makes a difference.” This approach calls for more than a one-size-fits-all setup. Behind the scenes, it takes the right internal infrastructure to localise quickly and at scale.
Solving localisation at scale
“Localisation at scale has been one of the biggest challenges,” Karadadas admits. “It’s a balancing act between efficiency and customisation.” To manage that balance, the KOTON team has invested in automation, upgraded its PIM system, and streamlined content workflows. The result? A more consistent customer experience without losing local nuance.
Powering fast rollout with the right tech partner
To support this high-speed rollout, KOTON relies on strong tech partnerships and that’s where we come in. At Tradebyte, we’ve been proud to play a key role in helping KOTON reduce time-to-market and simplify the complexity of launching across multiple marketplaces.
“Tradebyte has been a crucial partner,” says Karadadas. “The Tradebyte team is solution-oriented, proactive, and responsive whether it’s complex onboarding or fine-tuning operations. It’s a great example of how the right tech partner can fuel international scalability.”
What’s next: Nordics, Benelux, and beyond
Looking ahead, KOTON has no plans to slow down. The next phase of its expansion includes pushing into the Nordics and Benelux regions, while continuing to double down on localisation both in marketing and logistics.
At the same time, the brand is expanding its product offering and testing new business models, including outlet concepts, social commerce, and sustainability-focused collections that speak to local audiences.
Ulas Karadadas
Vice Director of International Ecommerce Sales and Business Development
Go quickly, but build for the long haul. Markets shift fast, so speed-to-market is critical, but so is agility. Winning brands scale quickly without compromising sustainability or control.
Want to scale your brand across Europe?
KOTON’s journey shows that with the right mix of speed, tech, and strategy, scaling across Europe isn’t just possible – it can be done at speed, and with staying power.
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