How NBI scaled content, cut costs, and set their sales team free.

The challenge.

NBI's growth was creating an operational bottleneck. More brands, more retailers, more markets — and a team that couldn't keep up without proportionally growing headcount.

• Content was reactive. Social, campaigns and retailer assets were produced ad hoc. No long-term plan.
• Training was expensive and slow. 3 in-house staff, 10+ external sessions per month at €500 each — over €5,000/month on training production alone.
• Sales people were training, not selling. Valuable sales time diverted to walking retailers through product.

What we did.

Over 2.5 years as NBI's content partner, we built a repeatable system covering two of their brands (NOBE and Scandy) end-to-end.

• Monthly social production — ~15 images and 3 reels per brand, delivered through a dedicated Notion portal. Their team grabs content, adds a caption, posts.
• Yearly content calendar planned around hero products, seasonal moments (back-to-school, Black Friday, holiday) and retailer deadlines.
• Multilingual training modules for NOBE, Scandy and Mjuuk — Swedish, Danish, Italian, Dutch, English. Built to be adapted to new languages for ~€300 each.
• Cosmoprof Bologna 2026 brand video produced for NBI's 4m × 8m exhibition screens.

Why it worked.

The training modules changed the economics of international expansion. Entering a new market used to mean hiring trainers, coordinating schedules, and producing materials from scratch. Now it means adapting an existing module for €300 and sending a link. That shift — from variable cost per market to near-fixed cost — is what allowed NBI to grow 30% without proportionally growing their team.

The monthly content retainer solved the other half: consistent, planned content the marketing team can execute without production overhead. Together, these two things freed NBI to focus on what actually drives growth — selling and expanding.