Our own brands · ETQ Amsterdam + TOV Essentials
2 own brands.
€35M run rate 2026.
6 FTE.
We don't just advise founders on growth. We have to deliver it ourselves every day. The same problems, our own money, our own responsibility.
2
Own brands
€35M
Revenue run rate 2026
6
FTE employed
Why own brands
We don't advise from the sidelines.
Scaling a campaign is one thing. Scaling a company is another. At ETQ Amsterdam and TOV Essentials we face exactly the same questions as our clients.
How much can we spend on acquisition?
Which market do we open?
How do we finance inventory?
Where is our margin?
When do we hire?
Which work shouldn't people be doing at all?
That's why at Windrose we look beyond marketing. We look at the company behind the marketing.
The proof
No slides. The real numbers.
Two companies with real inventory, real teams and real margins. This is where we stood last year and where we are tracking this year.
ETQ Amsterdam
Premium fashion · international e-commerce
€12,4M
Revenue 2025
+22%
H1 2026 YoY
- From €2M to €12.4M revenue
- Multiple markets, one operation
- Grew profitably and scalably
TOV Essentials
Jewellery · performance-driven growth
€11,7M
Revenue 2025
+39%
H1 2026 YoY
- Built from zero to €11.7M
- Multiple European markets
- ~35% of revenue from email
- Over €1M revenue in Denmark in the first year (launched 2026)
Both brands are growing in H1 2026 by opening new EU markets. Together we run at a €35M run rate in 2026.
The second layer
Revenue can grow.
The overhead doesn't have to grow with it.
As ETQ and TOV grew, a second problem appeared. More revenue also meant more products, more countries, more translations, more reporting, more data and more recurring work.
Traditional
- More revenue
- More work
- More people
- More management
- More fixed costs
Our way
- More revenue
- Spot the recurring work
- Build a system
- Human checks the output
- Scale further
This is not about replacing people. People go where human judgement adds value. Software does the repetitive work.
Windrose × Optivate
What we needed ourselves,
we started building.
Out of the daily operations of ETQ and TOV came more and more systems to organise recurring work smarter. Optivate grew out of that.
Optivate builds software that takes over the recurring work inside a company. No loose experiments and no dashboard someone has to maintain by hand. A concrete business process is rebuilt into a system that can run daily, with human control where it matters.
Optivate is an independent company. You don't have to be a Windrose client to work with it.
In production
This is already running on our shop floor.
Optivate Translate
A webshop that stays current in every language
Growing internationally means more and more shop content has to be kept up to date in multiple languages.
- Products, collections, pages, FAQ, theme, SEO and metaobjects
- Up to 12 languages
- Brand voice and rules per language, with translation memory
- Human approval before publishing
Optivate OS
Know what happened yesterday without opening eight systems
Founders usually get financial reporting after the fact, while decisions have to be made today.
18
Widgets
8
Integrations
40+
Metrics
Figures reconciled with Shopify to the cent.
From us to you
What works here doesn't stay here.
ETQ and TOV are the shop floor where we experience where growth gets stuck. Those problems are rarely unique. Together with 050media, the agency we acquired, we work for 100+ brands. The problems we solve at ETQ and TOV show up at many growing e-commerce companies.
We don't sell a catalogue. We look for the work that keeps coming back at your company.
Who this is for
When does automation really pay off?
For small organisations, standard software is usually enough. As a company grows a different problem appears: processes get specific, systems have to work together and manual work starts costing real money and capacity.
Optivate is mostly relevant for companies from roughly €3 million revenue that:
- have recurring operational work
- use multiple systems
- process a lot of product, customer or financial data
- grow internationally or want to
- don't want headcount to grow linearly with revenue
- are willing to make their processes transparent
The test
Which work should you no longer be doing by hand?
1
Does it come back every week?
2
Does it use information from systems you already have?
3
Can a human verify the outcome before it counts?
Three times yes? Then Optivate can probably turn it into a system.
Commercial growth
Want to build the way we build?
Windrose helps mature e-commerce companies with strategy, marketing and commercial growth.
Operational scalability
Where is there still unnecessary manual work?
Let Optivate look at your operation. Within 72 hours you get a first read on which recurring process could be automated.
Most relevant for growing companies from roughly €3M revenue.
You don't have to be a Windrose client to work with Optivate.
What partners say
5.0 on Google, from brands that work with us.
"We werken ruim 1,5 jaar samen. De samenwerking voelt als een verlengstuk van ons bedrijf. Ze zijn proactief, denken mee en zijn vooral gericht op resultaat (én die is er), niet op rapportages. Windrose is geen standaard agency, maar een echte groeipartner. Ze bouwen eigen bedrijven en merken en delen die praktijkkennis met ons."
Paul
Eigenaar · Afdekzeilwinkel
"Windrose is echt een fijne partner om mee samen te werken. Het voelt niet als een externe partij, maar als een verlengstuk van ons eigen team. Ze pakken verantwoordelijkheid en denken gewoon mee, in plaats van alleen af te vinken wat er gevraagd wordt."
Ivo
Oprichter · IVONO
"De samenwerking met Windrose ervaren wij als zeer positief. Hun ondernemerschap, no-nonsense aanpak en expertise maken hen een betrouwbare en waardevolle partner. Ze denken proactief mee, schakelen snel en weten complexe vraagstukken op een praktische manier aan te pakken."
Virgil
E-commerce · TI SENTO
"We werken inmiddels al zo'n drie jaar samen met WindroseHQ en in die periode zijn we als bedrijf enorm vooruitgegaan. Niet vanuit een 'uren-factuurtje', maar met goede vragen en ideeën. Ik heb met meerdere bureaus gewerkt, WindroseHQ maakt het verschil."
Remco
Eigenaar · DiamondsByMe
"Alweer 6 jaar onze partner en wat hebben we mooie stappen gemaakt! Met name dit jaar hebben we een super groei doorgemaakt en staat de samenwerking als een huis."
Martijn
The Chesterfield Brand
"Met meerdere agency's gewerkt en nog nooit zo tevreden geweest als met Windrose. Waar veel agency's zich beperken tot mediabuying, helpt Windrose je écht naar een hoger niveau. Korte communicatie, snelle uitvoering."
Erik
Eigenaar · Frenky S
Growth isn't a coincidence. It's a system.
In 30 minutes you'll see where your growth is being held back - and what can immediately improve.
During this conversation:
- Where your margin and scalability are being held back
- What's really holding back your ads, content and funnel
- Which choices you need to make to keep growing
Already working with an agency? We'll show you where you're still leaving profit on the table.
What happens after your request:
- 1Enrico calls you back within 1 business day to schedule the conversation.
- 2Beforehand we review your website, campaigns and channels.
- 3In 30 minutes you get concrete improvements, even if we don't end up working together.
You'll speak directly with:
Dion
Client lead
10+ years scaling ambitious brands.
Enrico
Growth lead
Instantly spots where you're leaving revenue - and how to fix it.
Plan an introduction
We work with a select number of brands and focus on direct impact.