Expanding your webshop to Denmark: how TOV Essentials passed €1M revenue in its first year
In 2026 we launched our jewelry brand TOV Essentials in Denmark. In the first year it brought in over €1M revenue. This is how we approach a new country: from translation and payment methods to local ads, Shopping and UGC.
This is where most brands get stuck
- You're growing, but your margin isn't keeping up
- Your marketing runs, but doesn't scale
- You don't know where money is leaking
- Your team grows, but output doesn't
In 30 minutes you'll see:
- Where you're leaving revenue on the table
- What creates immediate impact
- What to stop or scale up
Summary
- 1Situation: TOV Essentials sells solid gold jewelry and reached €11.7M revenue in 2025 in the Netherlands, Germany and France.
- 2Choice: Denmark fits the range we sell with TOV.
- 3Approach: fully localize the store (language, payment methods, delivery), then advertise locally per channel: Meta, Shopping via the Channable feed and local UGC.
- 4Result: over €1M revenue in Denmark in the first year.
- 5Lesson: in a new country the nCPA is almost always higher. So steer on targets per country, including that country's return behavior.
Why Denmark
You don't pick a new country on gut feeling. For TOV, Denmark was a logical step: the market fits the range we sell, solid gold jewelry you wear every day. Then the question isn't whether it can work, but how fast you remove the barriers for a Danish customer.
Hidden profit
Why one target for all countries doesn't work
A country with many returns needs a tighter target than a country with few returns, at the same ROAS. Otherwise you pay for revenue that comes back later. Our P&L check explains how we calculate this.
The differences per country at TOV
These are the ratios per country from our own dashboard. In Denmark we pay over 40% more per new customer than in the Netherlands, and the share of returning customers is lower.
| Market | Cost per new customer | Returning customers | Ads as % of revenue |
|---|---|---|---|
| Netherlands | €102 | 35% | 22% |
| Germany | €119 | 33% | 24% |
| Denmark | €146 | 28% | 35% |
| Sweden | €129 | 19% | 33% |
| France | €137 | 26% | 35% |
Snapshot outside peak season. At TOV, about 40% of annual revenue comes from November and December.
Approach
Four steps we use to open a new country.
Step 1: make the store truly Danish
A Danish customer doesn't buy from a store that feels like a translated Dutch webshop. So we first localize everything the customer sees and experiences.
- Language: the complete store translated with the translation module of our sister company Optivate, including product pages, emails and checkout.
- Payment methods: local payment methods added, such as MobilePay.
- Delivery: clear about delivery times and which carrier delivers the parcel.
- Returns: a clear return policy in the customer's own language.
Step 2: advertise locally per channel
Translating isn't enough. The ads need to be local too. At Windrose we tackle a new country channel by channel.
- Meta ads: local campaigns with Danish copy and creatives. We test which products and messages resonate in Denmark, instead of copying Dutch winners.
- Shopping via Channable: we set up the product feed in Channable for the new country, so Google Shopping runs with the right language, currency and prices from day one.
- Local UGC: we work with local UGC creators. Content from someone in the country itself feels more familiar to a Danish customer than a translated Dutch video.
Step 3: realistic targets per country
Every channel can work in a new country, but don't count on the numbers you're used to at home. In Optivate's marketing module we see that the nCPA (cost per new customer) is almost always higher in a new country. Logical: you don't have returning customers there yet to pull average costs down. Return behavior also differs per country. German consumers are raised on returning, so the return rate there is much higher than in, for example, Denmark. Revenue you partly book back is worth less. That's why we factor in each country's return rate when setting nCPA and ROAS targets per country.
Step 4: look at what works at micro level
It doesn't stop after launch. We look per product, per creative and per channel at what works in Denmark. And we stay in touch with the local UGC creators: they are often the first to see what Danish customers notice or find unclear, from delivery times to how a product is presented.
- Which products sell differently in Denmark than in the Netherlands?
- Which creatives and hooks work best locally?
- What do customers ask customer service, and what should therefore be clearer on the site?
- Do delivery times and carrier match what the customer expects?
This is exactly what we help you with
We build this system together with you. No theory - execution.
You speak directly with the team. No sales layer.
Result
Result
Revenue in Denmark, first year
Launch in Denmark
TOV revenue 2025
Revenue from email
Behind the scenes
Not everything worked right away. We tested, adjusted and kept building. Not every month was growth - but every month brought insight and improvement. That's exactly where the biggest leaps came from.
What this means for you
- Localize the store first: language, payment methods, delivery and returns.
- Advertise locally per channel: own creatives, own feed and local UGC.
- Expect a higher nCPA in a new country and don't steer on your home numbers.
- Factor each country's return behavior into your targets.
- Keep looking at micro level and listen to local creators and customers.
Who we are
We build brands ourselves. And use that knowledge to scale others.
This isn't theory. This is execution experience. We run multiple brands ourselves - and apply the exact same systems for our clients.
We build and scale our own brands
Results across industries - from fashion to real estate
We deploy the same systems for clients
Small team, big impact - no overhead
Closing note
This isn't a trick - it's how we grow structurally.
Growth is rarely linear. Not every month is growth, but every month brings insight and improvement. We work with a select number of brands so we can stay focused on what truly works.
Want to build this for your brand too?
No standard process. We work with a select number of companies – and build scalable growth together.
You speak directly with our team – no sales layer in between.
We work with a limited number of brands at a time.
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