How Tuskara brings luxury wallcoverings to interior designers worldwide

Tuskara is a small Enschede-based atelier that designs fire-rated, made-to-order wallcoverings and rugs for hospitality groups, architects, and interior designers. Its work shows up in hotel lobbies, restaurants, and high-traffic commercial interiors — spaces where the client is rarely local, but the buying decision is made by a specifier reading a materials spec sheet in their own language.

A trade catalog built for a global audience, run by a small team

Tuskara’s site isn’t a storefront — it’s a trade catalog: collections, technical specs, fire ratings, and a trade-account signup for the architects and hospitality buyers who spec the material into a project. Most of that audience sits outside the Netherlands, and international designers evaluating a fire-rated wallcovering for a hotel project want specs and product language in their own language, not machine-mangled English.

With a lean team focused on design and production, standing up and maintaining a translated version of a fast-moving trade catalog wasn’t realistic as a manual process. New collections, updated tearsheets, and revised technical copy all needed to go live in every language the moment they shipped in English — without a translator in the loop for every product update.

Translating a WordPress trade site without touching the workflow

Tuskara runs on WordPress, so the team installed the LangRelay plugin and pointed it at the collections, technical pages, and trade-account flow. LangRelay crawls the site, translates it with context-aware AI rather than literal string substitution, and serves the translated pages back through the same WordPress install — no separate CMS, no duplicated content to keep in sync, and no workflow change for the team publishing new collections.

Product names, material and fire-rating terminology, and the brand’s design-forward tone carry through in every language, and new pages pick up translation automatically as they’re published — the team doesn’t file a translation request when a new mural or rug design goes live.

Reaching specifiers wherever they’re researching

Because international architects and specifiers increasingly research materials through AI search assistants as well as Google, LangRelay also serves translated llms.txt output for each language, so Tuskara’s collections and specs stay legible to the tools designers are starting to use to shortlist vendors — not just to search engines.

For a design-led brand with no in-house localization team, that means the same site that speaks to a Dutch architect now speaks just as fluently to a specifier in Milan, Seoul, or São Paulo — without adding headcount or a translation queue to the studio’s workflow.