How PinMeTo Helped Varner Group Develop an SEO Strategy for Multiple Locations

seo strategy for multiple locations

Overview

Varner, an industry leader in fashion retail within Norway, Sweden and Finland, owns and operates a portfolio of widely recognized brands like DRESSMANN, CUBUS, VOLT, BIK BOK, CARLINGS and JUNKYARD. 
 
With over 1000 stores spanning these markets, Varner faced increasing complexity in managing their wide range of locations. They needed a powerful solution to streamline operations and get verified and updated data for multiple locations that would enhance visibility, optimize ad spend, and unify their digital presence across platforms. 

Varner seo strategy for multiple locations

All Varner Brands’ Average Monthly Results 6 Months After Onboarding

Our main obstacle was getting control of our Google business account. For years, we struggled to verify the ownership of our stores—it was a cumbersome operation with phone calls, videos, and inconsistent processes. PinMeTo helped us finally overcome that hurdle.
Petter Sørby, Product Manager | Varner AS

The Challenge

As operators of 6 leading brands with more than 1000 stores across multiple regions, Varner encountered several challenges: 


1. Lack of Control Over Listings 

Many listing profiles were either unclaimed or incomplete, leading to significant inaccuracies in operational data—such as hours, addresses, and contact details—across platforms like Google Maps, Apple Maps, Bing and other search networks.

Google’s request for video verification during the profile claiming process posed additional complications. With hundreds of stores spread across Sweden, Finland, and Norway, completing video verification for each profile was resource-intensive and impractical for a multi-brand retailer like Varner Group. 

 
2. Missed Opportunities in Local Search and Ads 

One key driver for us was to strengthen our local inventory ads. Getting control over our location data and ensuring correct information across platforms has been a major factor in improving the quality and performance of our ads.

Petter Sørby, Product Manager | Varner AS 

 

By improving the consistency of their listings, Varner saw a great potential in optimizing ad spend and enhance ROI on paid campaigns. Holistic optimization of their local search presence will boost brand awareness and increase foot traffic across all stores. 


3. Inconsistent and Messy Data 

We strive for omnichannel success. We want our digital presence and physical store experience to be the same. PinMeTo played a big role in helping us achieve that consistency.

Petter Sørby, Product Manager | Varner AS 
 
Duplicate listings, incorrect store names, and outdated operational info created significant inconsistencies across platforms.  
 
Managing business information like opening hours—essential for attracting customers during campaigns—proved difficult to synchronize across locations. 

The Solution

PinMeTo provided Varner with a unified local marketing platform and expertise to implement a streamlined SEO strategy for multiple locations, helping them scale effectively across all brands and regions. Here’s how: 


1. Bulk Verification and Clean Data Processes 

Getting us verified in the beginning and over the final hurdle was magnificent. It’s one of the biggest pain points we’ve solved, thanks to PinMeTo.

Petter Sørby, Product Manager | Varner AS 
 

The PinMeTo Onboarding team collaborated closely with Varner's teams through structured kickoff meetings to guide database alignment and system integration. They also focused on establishing accurate and consistent business information, verified profiles across hundreds of locations, and solved listing challenges for all stores across Sweden, Finland, and Norway. 

As an ongoing process, PinMeTo’s Customer Success team continued to work with Varner on post-onboarding strategies, ensuring consistent improvements in local SEO and ad effectiveness. 


2. Comprehensive Listings Management 

Consolidated all 6 Varner brands onto a single platform, ensuring centralized updates for location data such as operating hours, addresses, and promotional information. 


3. Optimized Google Business Profiles (GBP) 

Verified and cleaned up hundreds of GBP listings across Sweden, Finland, and Norway, addressing duplicate data and inconsistencies. 

Enhanced discoverability for all brands, ensuring accurate and consistent information across platforms like Google Maps, Apple Maps, and search engines. 

Using PinMeTo’s Insights portal is shedding light on what visibility means. Seeing impressions per store helps us demonstrate internally the importance of being visible and what it actually does for customer interaction.

Petter Sørby, Product Manager | Varner AS 

The Results

Six months after PinMeTo onboarding, Varner achieved outstanding results for their brands. Here’s a breakdown of a few brands’ successes: 


VOLT – Premium Men’s Fashion 

VOLT is the Nordic region's leading multi-brand concept for men, where you can find well-dressed, timeless, and modern garments for all occasions. 

We offer a carefully curated selection of the best Nordic and international brands on the market.

Improved listings helped VOLT achieve: 

  • +77% Views: Enhanced local discoverability increased brand awareness across key locations.
  • +25% Actions: Clicks for driving directions, website visits, and calls rose significantly as customers engaged more with detailed profiles.
  • +57% Boost in Website Clicks: Listings drove more engagement to online campaigns and promotional content. 

BIKBOK – Youth-Centric, Trend-Driven Fashion

Bik Bok is one of the Nordic countries' leading fashion destinations for girls in their mid-20s. Bik Bok are passionate about creating collections with a balance of good basic garments, commercial trends and "it-fashion" to inspire the Nordic girl 

PinMeTo’s tools enabled BIKBOK to: 

  • +96% Views: Optimized listings captured more search traffic from fashion-conscious younger users.
  • +100% Mobile Visits: Mobile-first optimizations allowed BIKBOK to meet its target audience where they spend the most time.
  • +67% Calls: Easier-to-access information fostered direct interactions with customers. 

CUBUS – Affordable Family-First Fashion 

Cubus meets the basic clothing needs of Nordic women and families. With over 40 years of experience, Cubus focuses on making it easy for you to feel good by offering quality clothes that are timeless and modern. 

Optimized profiles helped CUBUS align with customers’ family-focused priorities: 

  • +47% Views: Search visibility ensured CUBUS captured suburban and urban traffic.
  • +37% Calls: Effortless connectivity helped families plan their shopping trips.
  • +56% Web Visits: Listings supported campaigns focused on discounts and seasonal sales. 

seo strategy for multiple locations results

 

What Comes Next

Varner is a great example of how an effective strategy for multiple locations can transform the online visibility of multi-brand retailers. By integrating PinMeTo’s platform, they’ve built a strong foundation for managing listings and optimizing their presence. 
 
Next, Varner plans to leverage API integration to allow store managers to update business details, like operating hours, via their internal system, ensuring seamless synchronization across platforms. With continued collaboration with PinMeTo’s Customer Success team, Varner is well-positioned to expand their reach and maintain accurate, unified profiles across all markets. 

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