making sleep easier and more enjoyable
Website
CRO
Shopify
Ecommerce
INTRODUCTION
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. The cherry on the cake was building another new webshop for Zelesta in 2026.
2023
making sleep easier
We started our partnership with Zelesta building landing pages, but quickly we found out that we could also improve the website as a whole. Our first major project was thus a new custom theme for Zelesta.
Once this was launched in the Netherlands, we also quickly adapted it for Germany.
Throughout we stayed available on call as their development partner; building whatever Zelesta needed to grow.
2024
figuring things out
Growth isn't a straight line. This was the year of learning what actually moves the needle: supporting marketing campaign launches, building landing pages for every angle worth testing, and keeping development moving in the background.
Every campaign taught us something about Zelesta's customer. That knowledge became the fuel for what came next.
2025
Experimentation & scale
In 2025 all learnings came together, and we realized some of the fastest scale ever seen in eCommerce. We launched a structured experimentation program across the Netherlands and Germany, optimizing the funnel on the website while Zelesta was aggressively launching new marketing campaigns.
In 6 months:
Netherlands monthly revenue grew €1.5M/month to over €4M/month
Total revenue in 2025 scaled from €20M to €80M
Winning experiments didn't just lift conversion. They sharpened the value proposition itself - insights that fed straight into Zelesta's email, creative, and paid social teams.
28.9%
experiment win rate
51
in 6 months
# of experiments
2026
9 figures and beyond
With the Netherlands and Germany firing, the next chapter is horizontal: new markets. We built a brand-new store and poured three years of learnings into it.
A metafield and object setup so the Zelesta team can edit anything themselves, without a developer
A fully component-based build - launch a new market in weeks, not months
A digital experience that finally matches the quality of the product
An upgraded product-finding journey for the Zelesta visitor
The store isn't the ceiling anymore. It's the launchpad.
Full case study on the new website coming soon
