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~ Clonable ~

LIGHTSWING:

GROWING ACROSS BORDERS

WITH A ‘DRIP STRATEGY’ AND

AI-POWERED TRANSLATIONS

Text: Jeroen Beekmans // Photos: Clonable

When Paul Constandse came up with the idea for Lightswing®, he wasn’t thinking about
international business. He was simply solving a practical problem: how to move a hanging
lamp without drilling new holes in the ceiling. What began as a clever invention in 2014
soon evolved into a full-fledged e-commerce company. A decade later, Paul has turned from

a hands-on problem solver to a strategic entrepreneur leading Lightswing’s expansion across
Europe. His company is now growing rapidly in multiple markets, with technology playing a
crucial role in that journey.

he Challenge of Going Global The ‘Drip Strategy’: A Smart Way to Enter New
For many European entrepreneurs, Markets
Tinternationalisation is both an opportunity and Rather than launching on a large scale immediately, Paul
a challenge. Each new market brings different languages, prefers a gradual approach called the Drip Strategy.
customer preferences, and regulations.
“The idea is to start small, learn fast, and then expand,” he
Paul knew that scaling his online business would require explains. “For example, we might start in one German city,
more than just translating words. It meant maintaining a work with a few local influencers, and measure how people
consistent brand experience while keeping operations lean. respond. If it works, we scale from there.”

“We wanted to move fast, but without losing focus,” Paul This targeted, data-driven approach allows Lightswing to
explains. “Our internal team handles marketing, and we grow steadily while keeping costs and risks under control.
prefer to keep that control. But translating and maintaining The strategy has already paid off in Germany, where the
websites manually just wasn’t sustainable.” company established a solid customer base, and now in
Poland, where growth is accelerating.
A Partnership for Scalable Multilingual Growth
To overcome this hurdle, Lightswing turned to Clonable, Recognition and Results
a Dutch SaaS platform that uses AI to clone and translate Lightswing’s international success has not gone unnoticed.
websites automatically. With Clonable, new language versions Paul Constandse was recently honoured with the Cross
of Lightswing’s website were launched in days instead of Border Award, presented by Cross Border Magazine,
months, while updates to the original Dutch site were recognising his innovative approach to expanding
mirrored instantly across other markets. Lightswing into new markets.

“The speed and accuracy were impressive,” says Paul. “It gave Clonable, a partner of Cross Border Magazine, nominated
us a foundation to test new markets quickly, and we didn’t Paul for the award in recognition of his strategic use of
have to worry about the technical side.” AI-driven translations and gradual market entry. Jeroen

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