Julesweaters
From “most for fun” concept to 7 markets and market leader
Client
Julesweaters ApS
Platform
Shopify Plus
Launched
2022
Industry
Fashion
Markets
7 markets
“When we started our collaboration with Grafikr, we didn't know sh*t about who was good at it. And we've just been lucky to get it right from the start.”
Christoffer Sloth Henriksen
CMO & Founder at Julesweaters
Challenge
What is the similarity between a holey Christmas stocking and a standard Shopify template?
When Christoffer Sloth Henriksen and his partner, Jesper Ahm Sørensen, started their version of Santa's workshop back in 2016, it was mostly for fun.
“We started making Christmas sweaters just for the fun of it. In the beginning, we sold at Christmas markets, and then we decided to focus on selling online. We started with a different webshop system and when we switched to Shopify in 2018, I set up the website myself. I chose a random template and we worked from there.”
- Christoffer Sloth Henriksen, Julesweaters
And here is a (semi-)relevant comparison with Christmas socks:
If you know you are only going to use your Christmas socks a couple of times, it does not hurt to cut back on quality.
(Hang on, there is actually a point here).
But in the middle of it all, you might realize that you were actually quite fond of these Christmas socks.
So you keep patching and patching.
But in the end, you are left with a Christmas sock that just cannot be patched anymore.
Here is the point:
If you start a webshop project with a “just for fun” mindset, you are more likely to choose solutions that will not last in the long run.
(And there is no shame in that! Done > Perfect).
And that is where this case study begins.
Because as the title reveals:
Today, Christoffer and Jesper sell a little more than 350 Christmas sweaters a year.
Concept and solution
From 350 to 350K Christmas sweaters a year - and a final goodbye to that “random template!”
“Now we've built the skeleton that I expect we'll be using for a very long time.”
- Christoffer Sloth Henriksen, Julesweaters
The first “mostly for fun” year they sold 350 Christmas sweaters.
Today they are in 7 markets - producing more than 350,000 Christmas sweaters a year.
An impressive growth journey that until 2022 was still based on that random template Christoffer chose in 2018.
So after many fixes and major optimizations in 2021, they made an important decision in 2022.
They needed a new website. From scratch.
Although Christoffer and the team had toyed with the idea of breaking up with us several times in favor of cheaper solutions abroad, we were (graciously, if you ask Christoffer) allowed to build on our existing collaboration.
“Initially, we only chose Grafikr because they were close. But we still use them because they are skilled and easy to work with. We can find each other annoying - but the better we know each other, the easier it is to work together and understand each other”
Christoffer Sloth Henriksen
CMO & Founder at Julesweaters
Result
Is Christmas back after last year's challenges?
“2022 was a strange year for us. We had done a lot of shopping - but it was also a year where it had never been more expensive to shop and people had almost no money. So our conversion rate was 5% lower than the year before. This year, as I said, we've implemented a lot of new initiatives, and it already looks like it's going to improve a lot ”
Christoffer Sloth Henriksen
CMO & Founder at Julesweaters
“Sometimes it's really easy to agree with yourself, but then when we discuss good ideas, I can quickly hear how stupid my own are. That's when it's really helpful to discuss things with someone who has experience from other cases. And they know their stuff. And if they make a mistake, they are quick to fix it and take responsibility for it. They're not some old boomer who can't take responsibility - and I really appreciate that.”
Christoffer Sloth Henriksen
CMO & Founder at Julesweaters
The team that brought the idea to life
Next case study
ARKK Copenhagen