Market expansion example

Press release example for a market expansion

Announcing a market expansion is double the work: news for your home market and news for a market where you are barely known yet. Editors in that new region check right away whether the story is relevant to them too, and a release written purely from head office gets ignored. This page walks through a complete press release for a market expansion, with an explanation for every section and the mistakes to avoid.

📄 Full example 350-500 words Schema: Article
Press release Example with fictional company

Subject: Lumo Energy expands its charging hub network into Belgium

Charging hub specialist Lumo Energy is opening a location in Antwerp, marking its entry into the Belgian market. The company already manages 220 charging hubs on Dutch business parks and is now bringing that same approach to Belgium. The new location starts with a local team and grows toward 50 Belgian charging hubs by the end of 2027.

Belgian companies are electrifying their vehicle fleets at a fast pace, driven largely by tax regulation around lease cars. Figures on the electrification of lease vehicles in Belgium show a clear acceleration, while the supply of charging infrastructure on business parks is not keeping up with that growth. Lumo Energy has spent several years installing smart charging hubs for business parks in the Netherlands and sees the same demand emerging in Belgium: vehicle fleets switching to electric without the charging capacity at the workplace growing along with them. Antwerp was chosen as the first Belgian location because of the concentration of business parks around the port and the ring road.

In the Netherlands, Lumo Energy now manages 220 charging hubs spread across business parks nationwide. "We started in the Netherlands with individual business parks and built a national network from there," says Bram Otten, CEO of Lumo Energy. "We are now applying that same approach, charging infrastructure close to where vehicle fleets are parked, in Belgium."

"Belgium has its own rhythm: different lease contracts, different business parks, and a different network of installers than the Netherlands," says the new Belgium country manager of Lumo Energy. "We are building a local team here that knows the Belgian market inside out, rather than a Dutch team crossing the border." Lumo Energy is creating 10 new jobs in Belgium in the first year, led by the country manager, and is working toward 50 Belgian charging hubs by the end of 2027.


About Lumo Energy
Lumo Energy is a cleantech company that installs and manages smart charging hubs on business parks. In the Netherlands, it now operates 220 charging hubs. With its new location in Antwerp, Lumo Energy is expanding into Belgium, with a local team led by a country manager and a growth target of 50 Belgian charging hubs by the end of 2027. Lumo Energy was founded by Bram Otten. More information at lumoenergy.nl.
Press contact
Sofie Van Damme, communications manager at Lumo Energy, pers@lumoenergy.nl, +31 6 23 45 67 89. Photos, the logo, and interview requests with Bram Otten or the Belgium country manager are available at lumoenergy.nl/pers.
Anatomy of the press release
01 Subject line
Under 80 characters, with the company, the action, and the new country in a single line. Both a Dutch and a Belgian editor see immediately why this is relevant.
02 Lead paragraph
Who, what, when, and why in about 50 words. The existing position in the Netherlands and the growth target in Belgium both appear here, without a lengthy build-up first.
03 Context & problem
External figures on the electrification of lease vehicles in Belgium back up why this country is next, instead of leaving the choice unexplained.
04 Traction & quotes
The Dutch figures (220 charging hubs) show a proven approach, but the CEO quote immediately translates that into the new market rather than standing apart from it.
05 Boilerplate
A short standard text that editors often paste in full. Lumo Energy, by the way, is a fictional company: this example shows the structure, not a real market expansion.
6%
of all Presscloud press releases is a market expansion
17%
average pickup rate among trade media
5
working days on average lead time to publication
170
market expansion releases sent in 2025
Figures based on press releases sent through Presscloud.

Why this press release works

A market expansion release works when it reads just as well for an editor in the new region as it does for the familiar home market. This example proves that on every level: the lead names both markets, the context explains why Belgium is next, and the second quote comes from someone based in Belgium itself. Nothing in the release is written solely from the Dutch head office.

01
A local spokesperson gets a voice
The Belgium country manager gets a quote of their own with a Belgian perspective, instead of the Dutch CEO speaking for both countries alone.
02
External figures from the new market
Data on the electrification of lease vehicles in Belgium supports the timing, so a Belgian journalist understands the story without needing the Dutch backstory.
03
Dutch traction with a local translation
220 charging hubs in the Netherlands prove the model works, but the CEO quote links that directly to what happens next in Belgium.

What not to do

Most market expansion releases fail because they were really only written for one of the two markets. Editors in the new region spot an import right away: a release drafted at head office and simply forwarded to a second country. These are the five mistakes we see most often with market expansions, and each one is easy to avoid with a small adjustment.

×
Writing only from head office
Without local relevance for the new region, the release reads as head office news instead of local news.
×
Skipping a local spokesperson
An editor in the new market wants to quote someone based there, not exclusively a director from the home country.
×
Dutch figures with no meaning for the new market
A number that only proves the Dutch position will not convince a Belgian journalist without a translation to their own market.
×
Treating the new market as an afterthought
If Belgium only shows up in the final paragraph, it is no longer a market expansion but a footnote to Dutch news.
×
Sending the same release unchanged to both countries
Send a version per country, adjusting the lead and context, instead of one release that never quite fits either.
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FAQ

Frequently asked questions about press releases for a market expansion

Answers to the most common questions. Missing something? Get in touch.

A market expansion release covers which country or region is being added, why that country is next, figures that prove the existing position, a quote from leadership, and a quote from a local spokesperson in the new market, plus the concrete plans and investment.
Between 350 and 500 words, including the boilerplate and press contact. With two markets at once, the temptation to ramble is real, but a compact release with two strong quotes works better than a long story. The example on this page stays within that range.
Tuesday or Wednesday morning works best, just like other company news, and expect an average lead time of 5 working days between sending and publication. Coordinate the timing between both countries: a leak in one country before the other release is ready costs you the local exclusive.
An embargo of 24 to 48 hours mainly helps journalists in both countries publish at the same moment. Without one, an editor in one country may report the news while the other market still knows nothing, which undermines the local relevance.
Market expansion releases sent through Presscloud are picked up most often by Emerce, FD, and Sprout, alongside regional media in the new region. Trade media pick up an average of 17% of these releases; national media are more selective at 3% and mainly step in for a wider sector or societal angle.
Build a separate press list per country: journalists in the new region have different interests than the trade press that already knows your home market. With Presscloud you build both lists based on the content of your release and send everything from one place, including follow-up and monitoring of publications.
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From expansion plan to press release in two countries

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2,891 press releases generated · 52,752 publications achieved