SVP Worldwide parent brand PFAFF is expanding its digital footprint and taking a swing at direct-to-consumer with the launch of a newly-designed global website with e-commerce for North America.
With the upgrade, the sewing machine manufacturer aims to reach more consumers in the North American market, enabling further-reaching sales through a more comprehensive digital network. To do so, the brand will expand the website from 20 to 42 regional variants, including distributors across the globe, and website content translated into 17 languages. Shoppers can also choose to deliver their sewing machine to their nearest PFAFF dealer and receive assistance with set-up, configuration, and maintenance.
Perhaps most notable is the news that PFAFF’s website will allow consumers in this region to buy directly from them online and ship to their homes. This expansion is a significant milestone for the brand and represents a substantial move towards DTC in the North American region.
PFAFF is also beefing up the information available to customers, providing expanded product content, images, filters, product history, user manuals, and software updates. These additions align with the upgrade's overall aim which, according to SVP Worldwide CMO Dean Brindle, was designed with the intention “to promote and highlight the brand globally.”
The growing momentum behind digital commerce was also a key driver. "PFFAF.com was built to give our consumers easier access to PFAFF products as well as strengthen the PFAFF brand presence. Our PFAFF brand website had not been updated in recent years and our consumers were increasingly searching for our products online. As a result, we decided to launch a new brand site with e-commerce," Brindle shared in a conversation with CGT.
SVP Worldwide, which operates through SVP-Singer Holdings, Inc. and its affiliates, says it accounts for approximately one out of every three sewing machines sold worldwide.