making sleep easier and more enjoyable
the fastest growing bedding
brand in europe
Zelesta was founded in 2020 with a simple idea: a duvet, without covers, you could wash as often as you’d like. A small change to the most-used object in the bedroom.
In four years, that idea grew Zelesta into the fastest growing bedding brand in Europe.
4 years of partnership
on all fronts
Zelesta moves fast - outside the lines, faster than most teams twice their size. Across four years, we've worked at that pace on every layer of the store: a completely new website in 2023, continued development support after that, and a full-scale experimentation program starting late 2024.
With a fast-moving experimentation program in place, the conversion rate climbed 48%, while AOV held steady and traffic kept growing. Every lever moved at once, resulting in surpassing €50M in total revenue in 2025.
“zelesta moves fast - outside the lines”
Collin Steward
CEO at Predictable Revenue
RC-Z-28-NL | Product Page (Pillowcases upsell)
The premise was simple: someone buying a duvet usually wants matching pillowcases. The product page wasn't surfacing that.
We tested a pillowcase upsell directly on the PDP. In the Netherlands, it added €138k in monthly revenue and lifted conversion rate 11.6%. In Germany, the same test ran flat - no significant lift. We shipped it there anyway, because the build was done and the impact was neutral.
Two markets, one test, two different answers. The discipline is listening to what each test says.
+11.6%
conversion rate
€138k
added/month
business case
Our work
