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Dragons Den winner YUU takes online step into the German market

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Dragons Den winner YUU is launching a German website as it goes international.

The £0.5m turnover company, which has won awards for its range of children’s backpacks since it first won investment on the Dragon’s Den show two years ago, has signed up to Trusted Shops in a move that it believes will inspire confidence among shoppers in the new market. That meant that the site was audited to ensure it met current German regulation.

“E-commerce in Germany is a completely different ball game,” said Gill Hayward, co-founder and director at YUU. “We needed to ensure our UK business wasn’t just replicated, but could cater for the cultural differences new territories present.

“Trusted Shops makes sure we are on the front foot, not the back foot. With its online trustmark we can demonstrate our offering is secure, compliant and guarantees great customer service.”

Dragons’ Den investor Deborah Meaden said: “YUU has a sound business proposition and I’m delighted to support it as the brand goes from strength to strength. Launching an ecommerce business in a new EU market can be complex, so it’s vital that the online channel builds confidence with customers as quickly as possible when the website is launched.”

YUU will also use the Trusted Shops trustmark, customer review system and money back guarantee system on its UK website as well as in regional ad campaigns.

Philip Smith, UK Country Manager at Trusted Shops said: “YUU is a great case study for best practice in cross-border commerce, it understands that for an online business to sell outside of the UK, it’s important to build instant trust with new customers.”

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