MQ MARQET's successful expansion into new markets with the Viskan E-commerce Platform

The long-standing partnership between Viskan and MQ MARQET began many years ago when Viskan helped MQ MARQET take the step into e-commerce. Now, as MQ MARQET expands its e-commerce into more Nordic countries, the partnership has entered a new phase. A short lead time and fast results were decisive factors in launching an e-commerce site in Finland, made possible by Viskan's efficient way of working. With a successful launch in Finland behind them, MQ MARQET is now looking ahead to the next expansion. Here's how the successful collaboration came together.

Background

MQ MARQET is one of Sweden's best-known fashion retail chains, offering stylish, durable and classic high-quality garments. Alongside the latest fashion, they also sell second-hand items in selected stores. The combination of physical retail and e-commerce has been a major success, and MQ MARQET is now taking the next natural step by expanding its e-commerce into more Nordic markets. First came the launch of an e-commerce site for Finland, closely followed by Denmark.

Challenges

For MQ MARQET's expansion to Finland and Denmark to be as successful as possible, the process needed to be both fast and smooth. Expanding into more markets is a project that places high demands on e-commerce system support. Among other things, it needs to be easy to adapt the e-commerce setup to new conditions in a new market. It also needs to be straightforward to retrieve and use product information from systems such as PIM, along with other content from the Swedish e-commerce site, on the new sites in the new markets so they can get up and running quickly. The key to a successful expansion is a short lead time to a working e-commerce setup that can deliver fast results.

Opportunities

MQ MARQET and Viskan have a long and successful partnership behind them. Viskan helped introduce MQ MARQET to e-commerce many years ago, and today they use several features in the Viskan E-commerce Platform. With stable and flexible system support, combined with a close partnership where Viskan delivers fast and efficient solutions, MQ MARQET has been able to expand its e-commerce into more Nordic countries in a short time.

Solution

MQ MARQET has used the Viskan E-commerce Platform for many years, supporting features such as Click & Collect, logistics flows, campaigns and order management. When it was time to expand into international markets, continuing with the Viskan E-commerce Platform was the natural choice. By building on the same platform solution that was already in place and making use of Viskan's flexibility, MQ MARQET was able to quickly put the right solutions in place and launch its first online stores in Finland and Denmark.

How MQ MARQET took the step into e-commerce with the Viskan E-commerce Platform

MQ MARQET is one of Sweden's best-known fashion retail chains, with 95 stores across the country and an established e-commerce business. For many years, they focused solely on sales in physical stores, but through their collaboration with the Viskan E-commerce Platform, they took the step into e-commerce:

“In consultation with MQ MARQET, we highlighted the potential of investing digitally and helped guide them through the start-up of what is now their e-commerce business. With our e-commerce platform and expertise, they got support in how e-commerce works, and we helped them build a stable foundation for their digital investment. After launch, a key person internally took over and drove the e-commerce business forward, while the collaboration with Viskan continued to develop. That was the starting point for the long-term partnership between MQ MARQET and Viskan,” says Fredrik Ottosson, Sales Manager at Viskan.

For MQ MARQET, fast delivery times and stable, easy-to-use solutions are important. After testing different options over the years, they have now chosen to rely on the Viskan E-commerce Platform for most of their e-commerce. One reason is that Viskan offers a flexible and very easy-to-use e-commerce platform, but also that they provide clear and realistic project timelines. Today, Viskan is the engine behind MQ MARQET's e-commerce, where features such as Click and Collect, order management, stock levels, logistics flows, campaign engine and customer service are handled directly in the platform.

From Sweden to more Nordic markets – Viskan supports MQ MARQET's growth journey

MQ MARQET has been selling products to other countries through Zalando for several years. Sales quickly proved successful and laid the foundation for the decision to expand across the Nordics. The first step in the expansion plan was to establish its e-commerce in Finland, closely followed by Denmark.

According to Anna Örneblad, who is responsible for both MQ MARQET's e-commerce team and e-commerce expansion into multiple markets, choosing the Viskan E-commerce Platform for the expansions was the natural move:

”We decided to go with Viskan because our entire e-commerce flow and all our system integrations were already in Viskan. That made it a smooth way to expand,” she says.

For MQ MARQET, it has been crucial that the expansions are delivered efficiently and smoothly. To succeed, they needed fast results, even though this type of project can often drag on:

”We had a tight timeline to get both the Finnish and Danish e-commerce sites up and running, but everything moved quickly. We've worked with Viskan for a long time and know the process with them is efficient and doesn't require that much effort. That made both expansions simple and smooth," says Anna.

Efficient expansions require strong collaboration

The expansions went according to plan, and in December 2024 MQ MARQET's Finnish e-commerce site launched, closely followed by MQ MARQET's Danish e-commerce site in March 2025. A central part of the projects was transferring product data from the Swedish e-commerce site and MQ MARQET's existing PIM to the Finnish and Danish sites respectively. It was a process that moved quickly because so much was already in place:

”All our order, inventory and business systems were already in Viskan. What we needed to transfer to the new sites was products, product texts and other information,” says Anna. ”We built on Viskan's existing integrations and created very few new ones at this stage. The focus has been on setting up the e-commerce in each country, but now that all the integrations are in place, the next expansion will be even faster – then we can focus entirely on the content.

The expansions to Finland and Denmark also involved a considered choice of CMS. After testing different CMS solutions over the years, MQ MARQET has now chosen to return to Viskan CMS for both the Finnish and Danish sites. That decision is based in part on the platform's flexibility and ease of use, which makes it easier both to adapt content for the new markets and to manage the sites day to day. Anna also points out that it isn't just the technical side that has worked well:

"The collaboration with Viskan has worked very well. It has been clear, structured and shaped by a shared responsibility to keep to the timeline and get the sites live on time. Viskan is always quick to respond and gives clear answers straight away. We have a strong relationship where they genuinely care about delivering a smooth and positive experience." she says.

Viskan also feels the collaboration has worked very well. Salima Elmoussaoui, who is the Account Manager for MQ MARQET, puts it like this:

"The launches in Finland and Denmark have been incredibly smooth thanks to the fantastic collaboration with the team at MQ MARQET. Their professionalism, quick decision-making and well-organised way of working have really impressed us. It's going to be an exciting journey to keep growing together!"

Anna Örneblad, Head of MQ MARQET's e-commerce team and e-commerce expansion.

The collaboration between MQ MARQET and Viskan continues

After two successful launches in Finland and Denmark, the focus is now on fine-tuning and improving the customer experience on the launched sites.

”Now that the Finnish and Danish sites are live and working, the focus is on improving and developing them to create a better customer experience. We need to get to know new markets and customer groups so we can deliver the best possible experience.” says Anna Örneblad.

"Together with Viskan, we are now reviewing which additional integrations can be connected. They have already helped us implement a ready-made integration for an alternative checkout solution adapted for Finland. Viskan is very committed to developing its platform and is always open to dialogue about how it can be improved further.”

For MQ MARQET, it is not only important that expansion projects have a short lead time and deliver fast results. There are many factors that matter when it comes to solutions for their e-commerce:

”When we look at solutions, they need to work and deliver a good customer experience. We care deeply about our brand. At the same time, it also needs to happen at a reasonable cost and be a smooth project. We've used Viskan for a long time for our e-commerce in Sweden, and it works very well on every level. Now the launches in Finland and Denmark have also been very successful. We have a good collaboration with Viskan and it's been quick to get started in new markets. Now we're moving forward!” says Anna.