Gorenje MENA

The challenge

Gorenje is a European home appliances brand with a presence spanning refrigeration, washing, cooking, and built-in appliances. The MENA region operates as an independent division, managing the brand across 12 markets in the Middle East and North Africa, each with its own language requirements, product availability, and commercial relationships.

The 12 Gorenje MENA websites had been managed as part of the global HQ infrastructure. The CMS, the hosting, the domain structure, and the agency managing the websites all sat at the global level. Any change required routing through a global process rather than being handled at the pace the regional market required. The time had come for MENA to have its own independent digital setup.

Not all Gorenje products are available in all 12 markets. Some are distributed across the entire region. Others exist only in specific markets. The previous setup had no mechanism to reflect this cleanly — product pages either appeared on all websites regardless of availability, or fragmentation was managed manually in ways that created inconsistencies and maintenance overhead.

Moving 12 websites to a new domain, new hosting, and a new CMS carries significant SEO risk if handled incorrectly. The existing websites had accumulated search authority through years of indexed content and inbound links. A migration without proper URL mapping and redirect implementation would lose that equity at the exact moment the new sites launched.

The solution

Custom CMS — one system, twelve websites. The CMS is built around a multi-market model. Each of the 12 websites exists as an independent tenant within the same system. An update can be published to all 12 markets in a single action, or to a selection of markets, or to a single market without touching any other. Products in the CMS carry visibility settings at the market level — a product available across the full region is configured once and appears on all 12 websites; a product specific to a single market appears only there. The system handles English, Arabic, and French within the same interface, with Arabic RTL layout built as a separate implementation for right-to-left reading conventions rather than a translation applied on top.

Design. The brief was to bring the MENA websites as close to Gorenje’s international standards as the regional context allows, while making improvements the international site itself does not have. Navigation was redesigned to reduce the number of steps between arrival and a product page. Category structures were reorganised to reflect how users browse home appliances rather than how the product catalogue was historically organised. Product pages were rebuilt with specification clarity as the primary objective. In the UAE, product pages include direct calls to action linking to the e-commerce platforms where Gorenje products can be purchased — Amazon, BetterLife, and others — managed through geolocation logic so UAE visitors see purchase routes and other markets see the same product content without those elements.

Migration. Migrating 12 websites simultaneously required a complete inventory of the existing URL structures across all markets before a single redirect was written. Every URL that had accumulated search authority needed a direct mapping to its equivalent on the new platform. Over 4,000 redirects were implemented and validated before the new sites went live. The migration preserved the search equity the existing websites had built without requiring users or search engines to encounter broken paths.

Data. GA4 was implemented across all 12 market websites as part of the launch. Because the previous setup was managed through global infrastructure, the MENA team had limited visibility into how each market’s website was actually performing. The new setup gives the regional team access to market-level data within a unified reporting structure. Monthly performance snapshots covering traffic, engagement, product page performance, and purchase path behaviour are delivered at the start of each month. SEO monitoring across all 12 markets is a continuous activity — tracking that redirects are processing correctly, indexed URLs are resolving to the right pages, and organic visibility is growing as the new sites establish authority.

Twelve markets, three languages, one system. Every market website independently managed from a single platform, with product visibility, content, and performance controlled at the level of precision the region requires.