Zelesta: Europe’s fastest-growing bedding brand

Zelesta launched in 2020 with a bold idea: washable duvets, sold directly to Dutch consumers. Fast forward five years, and when someone mentions a washable duvet, there’s only one brand that comes to mind. That’s no accident, that’s the Zelesta mission: premium quality with a unique edge. No duvet cover. No hassle.

When Zelesta reached out in late 2022, their goal was clear: scale customer acquisition. We started by launching a series of high-intent landing pages. But it quickly became clear that the site itself needed an upgrade. The potential was there, but most customers had never even heard of a “washable duvet.”
‍

Shopify (Plus) 2.0 Relaunch

Zelesta’s new store was rebuilt from the ground up on Shopify 2.0, using Dawn; Shopify’s most stable, future-proof theme, as the foundation. Shopify is the performance platform for fast-growing e-commerce brands, and it keeps raising the bar with continuous updates.

Within months of launch, conversion rates rose by 10%. After rolling out the new site in the Netherlands, we expanded into Germany, Sweden, and most recently, France. With more countries lined up.
‍

Checkout optimization

With Shopify Plus, Zelesta finally had the flexibility to optimize their checkout flow. Although they’d been on Plus for some time, no changes had ever been made to the default checkout.

We fixed that introducing urgency toggles, social proof, and high-performing up- and cross-sell modules. A simple change with serious impact—fueling their momentum as Europe’s fastest-growing bedding brand.
‍

Scaling smart: theme and backend optimization

After the relaunch, we didn’t stop. We optimized the backend for speed, ease, and scale: automating workflows, extending marketing capabilities, and building metafields and metaobjects that made growth simpler for store managers.

But most importantly: we kept optimizing for revenue. In 2024, we kicked off a full-scale CRO program. Because when you're scaling fast, CVR (conversion rate) and RPU (revenue per user) have to scale with you. If they stall, your growth is just vanity.
‍

CRO results

Thanks to our deep expertise with the Shopify platform, Zelesta handed over everything CRO. From strategy to development to A/B testing and analysis—we handled it end-to-end.

With bi-weekly results calls, fast feedback loops, and tight collaboration, we focused on tests that move the needle immediately. The results after collborating for a year?
‍

• +22.9% CVR
• +27.55% RPU
• 200%+ revenue growth
• 30% win-rate across experiments
• 7-figure+ potential from winning tests

Growth doesn’t happen in isolation. You grow by working with the right partners.

‍

‍