One app, seven countries: how Safestore built a borderless team

Safestore first faced the challenge of fragmented communication as its workforce grew across regions. To stay on top of daily operations, employees turned to consumer messaging apps.

While these seemed convenient, they created a patchwork of communication that soon became a risk. Phil Fryer, IT Director at Safestore, noticed that HR issues frequently traced back to these messaging apps. At the same time, GDPR had recently come into effect, and the company saw the need to bring communications into a more compliant, controlled environment.

Phil and his team introduced a corporate messaging solution, giving employees a more formal, centralised channel. It replaced personal apps with an auditable system and served UK teams well for several years.

Over time, however, limitations emerged. The platform was entirely in English and built for the UK market. As Safestore expanded into France, the Netherlands, Germany, and beyond, it was no longer fit for purpose. The tool felt outdated, and language barriers began to hamper cross-border communication.

Safestore now needed a solution that could scale not just operationally, but also culturally and linguistically. They weren’t just after another messaging app – they needed a platform to unite their international teams and support local operations from day one.

Phil and his team returned to the market, searching for a modern solution so employees could connect in their own language without friction. It didn’t take long to identify Flip as the clear choice.

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Flip really stood out above the rest with its built-in translation. Someone in Spain can post something, someone in England reads and replies in English, and someone in the Netherlands sees it all in Dutch.

Phil Fryer

IT Director at Safestore

This capability transformed communication into something truly inclusive. With Flip, Safestore wasn’t just solving a functional problem. They were enabling a culture of real-time, cross-border connection. And in a company where people are the key differentiator, that made all the difference. As Phil sums it up: ‘Language simply isn’t an obstacle anymore.’

As soon as Safestore identified Flip as the right fit, everything moved quickly. The implementation was designed to be inclusive and efficient, ensuring buy-in across all regions. A cross-European project team, mainly HR representatives from each country, co-created the rollout plan and ensured compliance with local employee legislation. This collaborative approach was key to navigating region-specific challenges, such as works council approvals in Germany, for instance.

Instead of positioning Flip as a UK-driven project, the team introduced it as a group-wide platform, built for Safestore’s increasingly international setup. This shift in framing helped ease political and cultural resistance, especially in non-English-speaking regions.

From an IT perspective, Flip’s open API was another big win. Safestore integrated it seamlessly into existing systems, automating onboarding and offboarding. New employees added to payroll were instantly set up on Flip with the right channels, reducing manual admin and giving them immediate access.

But implementation wasn’t just about tech. Phil and his team also introduced engagement strategies to build a sense of community within the app. Drawing on best-practice advice from Flip’s Customer Success team, they set up non-work-related channels like pets, hobbies, and books – small touches that helped humanise the platform and build cross-store connections.

Employees also had flexibility in how they accessed Flip. While mobile was encouraged for real-time updates, in-store desktops remained an option – important for compliance and comfort across Europe.

Thanks to strong integration, cultural sensitivity, and flexible usage, the ‘My Safestore App’ rollout was not only smooth but widely embraced. Within six weeks, it was live across all core locations, with early adoption already signalling success.

Today, Flip plays a vital role in Safestore’s internal communication. With over 80% adoption across the group and 94% in the UK, it’s become the single point of connection for frontline employees across seven countries.

One of the biggest shifts has been how Flip supports company culture. Safestore’s long-standing internal newsletter has been completely replaced by Flip posts, giving teams faster, more direct access to updates. Monthly recaps are pinned with links to key content, keeping everyone aligned without slowing the flow of news.

Recognition is also more dynamic. From celebrating long-service milestones to sharing customer compliments, Flip lets colleagues across borders recognise and support each other in real time.

Beyond engagement, Flip has delivered major value operationally and for IT. The app now acts as a critical business continuity tool. If a store loses internet or phone lines, staff use Flip to report it, triggering instant alerts to IT. Built-in video calls even allow remote troubleshooting.

And the benefits don’t stop there. Flip’s IT support channel has become a space for peer-to-peer learning, with store teams often answering each other’s technical questions before the central team steps in.

For Phil, one of the clearest signs of Flip’s success is how naturally it’s been absorbed. It’s no longer something new. It’s simply how Safestore communicates, from onboarding new countries like Italy to supporting lone workers in remote stores. Flip truly brings Safestore’s values to life.

Safestore’s journey with Flip shows what’s possible when communication tools are built for real operational complexity and a diverse workforce. By choosing a platform with native translation, secure messaging, and seamless integration, Safestore has replaced fragmented systems with a single source of truth for its 800+ employees across seven countries. From real-time IT support to celebrating long-service milestones and onboarding entire new teams, Flip has become a trusted part of Safestore’s everyday operations, connecting people, not just processes.