Case study · Hybrid Entry Model · cross-border
Selling into Greece from Bulgaria, with no local warehouse
Fitone is an international brand that wanted the Greek market without building a Greek operation. Every order ships from Bulgaria straight to the Greek customer. In three months the channel went from a test to the main growth engine.
How it went
Situation, work, result
The situation
A brand with no presence in Greece, no local warehouse and no local team. The question was not whether the products would sell — it was whether the economics of cross-border delivery would survive contact with Greek buying habits.
What we did
We entered through Skroutz rather than through a full local setup, and used the marketplace growth tools as the primary channel. Pricing, delivery times and product feed were built around shipping from Bulgaria, not around pretending to be local.
The result
Revenue grew 45.7% year on year within three months, and the average order value rose 41% — the second number matters more, because it means the channel scaled without discounting itself into thin margins.
86% of that revenue came from the Skroutz promotional tools. The brand never opened a Greek warehouse.
The service behind it
Entering the Greek market from abroad?
The Hybrid Entry Model is the service behind this case study — a Greek market presence without a Greek company. If you are further upstream, the readiness audit comes first.
