Established in 2013, the company Reverse Magnet is a start-up that designs and markets magnetic fixing systems, that make it possible to hang frames without using tools, making holes or leaving a trace. Its products are distributed in major DIY (Do-It-Yourself) and home decoration stores in France, Benelux countries, Spain and Portugal. In 2015, the company decides to strengthen its presence abroad and targets Germany and Scandinavian countries. Developed in close collaboration with Reverse Magnet, this case focuses on the international development of a start-up. Students are asked to analyse the internationalisation strategy, to elaborate an action plan for the German and Scandinavian markets, and to make recommendations for the company's future orientations.