Translating at Scale: How Represent Internationalized Without Adding Headcount
Represent is a UK clothing brand that started as a college project in a founder's back garden shed and has since grown into a global business doing over £100 million in revenue. But as the brand expanded into new markets, translating and enriching content across four separate Shopify stores was still a manual job. That's where Emfas stepped in.
Case study: RepresentPublished: August 20, 2026
Objective
Represent's primary objective was internationalization. The brand runs four Shopify storefronts - UK, EU, US, and a rest-of-world expansion store - and every one of them needed product content in the right language, with SEO data and image alt text to match.
Before Emfas, that work was manual. Represent went the traditional agency route first, at around £50,000. What the team wanted was a way to write content once and have it reach every store in every language, without the work growing each time the catalog did.
4
Shopify stores synced from one source of truth
14
Automations running content, translation, and SEO work in the background
~90%
Lower cost than outsourcing product content and translations to an agency
Solution
Emfas gave Represent one place to write product content and a sync that pushes it to every storefront. The work that had been outsourced came back in-house. Content is written once and lands on the products in all four stores, and when a title changes in English it's translated into four languages automatically.
The scope grew from there. Represent now uses Emfas for product copy, for backfilling missing SEO data across products, pages, and collections, and for image alt text, with translations running across all of it. The team sets the rules and parameters for how content should be written, and Emfas does the work within them.
Today around 14 automations run that work in the background, so new products and updates are enriched, translated, and synced as they come.
“The thing that surprised me most about Emfas wasn't necessarily the platform, it was actually the team. Being able to constantly contact people, getting a reply instantly. You guys shipping new features that I ask for like next day. That's a level of service that I've not had with a platform before.”
Jacob Boden, Senior Ecommerce Manager, Represent
Results
Internationalization now runs in the background instead of market by market. Content created once reaches four stores in four languages, with product copy, SEO fields, and alt text generated to Represent's own rules, at around 90% less than the agency route cost.
The clearest impact has been on capacity. The e-commerce team is no longer absorbed by content work, which leaves room for the bigger projects that grow the brand.
Jacob didn't expect the working relationship to be the standout. Replies come back immediately, and features he has asked for have shipped the next day.
Advice for brands considering Emfas
Jacob's recommendation is that the barrier to entry is lower than brands assume. Getting started is straightforward, and the value shows up across several jobs at once.
“It's a super easy way to get started. Being able to manage all your content in one place, sync to multiple stores, enrich content through AI, manage your images, get people out of Google Sheets and Excel documents - definitely recommend.”
Jacob Boden, Senior Ecommerce Manager, Represent
Four stores shouldn't mean four workflows
Bring your storefronts into one place and see what it takes to keep every one of them in the right language.
