Lessons in Localization: LELO


The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.

In today's Lesson in Localization, we look at how LELO does localization.

A lesson by Hannah Leske.


About LELO

LELO is one of the world’s top designers of intimate lifestyle products and its sister company, Intimina, offers products and services which are focused on intimate female health. LELO believes that sexual well-being and pleasure are important facets of self-care that should be explored without shame. The brand promotes sexual well-being and encourages customers to engage with the industry openly and without judgment. The company’s luxurious intimacy products bring state-of-the-art technology into bedrooms across more than 160 countries around the globe. 

Nimdzi spoke to Petra Petrušić, the localization superstar at LELO, for this Lesson in Localization. 



Localization is just getting started at Lelo: with the program being less than three years old, Petra is still fine-tuning the processes and developing the tech stack, but the long-term goals are well-formed.  


It’s a resounding “no” when it comes to machine translation: LELO’s content is subjective and nuanced, so human translators are far more valuable than any machine translation.


The supply chain is critical: as a two-person team with unique linguistic demands, Petra and her colleague rely on a supportive vendor partner and a dedicated team of linguists.


Fast facts:

Included in this Lesson in Localization

  • Localization at LELO: an overview
  • Organization
  • Culture
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Unique challenges and insights


This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Petra Petrušić, the localization program manager at LELO  for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

7 November 2022

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