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.
German SEO & Localisation. It gets the site translated and makes it findable in German search.
One-off, excluding VAT. Lite is £6,500 and Top is £19,500. Payment terms are agreed on acceptance.
From kickoff to go-live. A start by Monday 26 October still launches before Black Friday (27 November). After that we compress the plan with you.
Listed under Terms. Du or Sie and Olivia’s availability for the final review are needed first.
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.
The rows above add up to 1,045 indexable pages. The crawl returned 3,532 URLs in total: 2,397 colour and size variant URLs point to the main product page, and the other 90 are not indexable (60 filtered collection views, 14 CMS block URLs, 11 broken product and collection URLs, and 5 account, withdrawal, sitemap and redirect URLs). Counts 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 |
|---|
Whatever package you choose, we will hand over the full list of broken and block URLs from the crawl.
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.
We would rather you hear this from us. The German is drafted with AI assistance, using a glossary and style guide that Olivia approves before any bulk work. Nothing reaches you until it has passed the checks below.
Olivia, from Varley’s team, gives the final native-language review and approves the German wording. She reviews the top pages in full and spot-checks the rest. We need her availability from the start of the review window, which is Monday 2 November in the current plan.
Anything that fails a check is flagged for her. It is never shipped. We never add or strengthen a product claim.
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.
These are listed with the other inputs under Terms.
We do not promise rankings or revenue. We make the German pages eligible to be found for German searches, and we show you what happens.
We agree what counts as success and record the baseline: German pages indexed, impressions and clicks in German search, German organic sessions and German revenue.
Top includes a post-launch indexing check, so you know the German pages have been picked up and are not being blocked or mis-signalled.
Top includes a 30-day review of indexing, German search visibility and early performance, with prioritised next steps.
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 cover the German content, strategy and recommendations. Loading it and the developer-side set-up depend on the route you choose.
Option B covers loading the content, metadata and redirects and testing them with your developers. We confirm the figure within five working days of a scoping call with your developers, and it will not exceed £6,000 for the scope in this proposal.
It does not include the front-end changes that add German to the store, which sit with your developers. If the scoping call shows more work than this proposal assumes, we tell you before anything is agreed.
| Package | Option A: your team loads | Option B: we load it with you (maximum) |
|---|
All figures are one-off and exclude VAT. Option B is capped at £6,000 for the scope in this proposal and is confirmed after the scoping call.
These are outside our fees and outside translation. We recommend Varley engages a German e-commerce legal source now, so they are ready before launch. We are not providing legal advice.
We will flag anywhere the German copy touches these and keep our wording consistent with the legal text.
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.
Click any bar for the detail. The schedule below starts on Monday 19 October, and the same sequence runs from any start date. Stages overlap to keep it to about four weeks, so there is time left before Black Friday on Friday 27 November. Pink is translation and checking, yellow is Olivia from Varley’s team, grey is everyone else at SearchFlex and Varley.
| Kickoff | Go-live | Before Black Friday |
|---|
Dates assume the English source is frozen and the inputs under Terms are confirmed at kickoff. Olivia’s review window and the progress checkpoint move with kickoff. From a later start we would compress the plan together, first by overlapping the stages further. Olivia’s review of the top pages stays protected, and any other trade-off is agreed with you before we start.
| Term | What it means |
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| Input | Why it matters | Owner |
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We recommend Mid. It makes the German site search-ready, which is what turns a translated store into a German sales channel. The schedule takes about four weeks from kickoff, so a start by Monday 26 October still launches before Black Friday. Each week later moves the launch a week.
Confirm the inputs listed under Terms, including Du or Sie and Olivia’s availability, and agree the delivery route.
We freeze the English source, set up the German workspace and begin the glossary and style guide.