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Own brands · Footwear, clothing and jewelry · Shopify
How our two brands run at €35M online with 6 FTE
ETQ Amsterdam and TOV Essentials: together a €35M annual online revenue run rate (2026), with no physical stores. 6 FTE run both brands. Optivate prepares the recurring work every night; we approve it in the morning.
- Brands
- ETQ Amsterdam, TOV Essentials
- Annual online revenue run rate
- €35M (2026)
- Team
- 6 FTE, both brands
- Stores
- Online only, on Shopify
ETQ Amsterdam · premium footwear and clothing
TOV Essentials · jewelry
Key results
Key results
- 6 FTE
- for two brands
- Fully online, no physical stores
- €35M
- annual online revenue run rate (2026)
- ETQ Amsterdam and TOV Essentials combined
- €5.8M
- online revenue per FTE
- €35M run rate ÷ 6 FTE
- €150–250k
- extra margin a year from round prices
- ETQ and TOV combined · straight to EBITDA
01 · Every morning
What happens overnight is ready in the morning.
Optivate runs overnight, for each store. In the morning the daily briefing is ready, written by Optivate AI: how yesterday went and the next step. Below it the To do list: what needs attention, with a button to the place where you sort it out.
We look and decide. We approve translations in Review; prices we simulate first and then push to Shopify.
02 · Profit by channel and country
Not just revenue. Profit, by channel and by country.
Every morning we see yesterday's profit by channel and by country: what's left after marketing, purchase costs, shipping and returns. So we see where we make money and where we don't.
That's what we base our budget on. Without exports, without spreadsheets.
See Optivate OS03 · The rest of the work
The work others hire a team for.
Five tasks that come back every week. Optivate prepares them overnight, we decide.
Returns with a reason and an action
An ETQ loafer came back 4 out of 10 times. The reason: the color looked different from the photo. The fix: color-accurate photos and detail shots. Now 1 in 4.
Read the caseTranslation in the brand's own tone of voice
At ETQ, 400+ products in 12 languages, without a translation agency. 30 seconds per product instead of 15 minutes: from ~100 to ~3 hours per catalog.
Read how it worksRound local prices
The LT 01 costs £249 in the UK, not £211.63. At ETQ and TOV combined, €150,000 to €250,000 extra margin a year, straight to EBITDA.
Read the caseStock per location
Including the UK warehouse. For each product, what to order and by when.
Read how it worksMarketing by country
Cost per new customer, by country. So we see where the next budget earns the most.
Read how it worksOne system for all of it
Profit, returns, content, pricing, stock and marketing in Optivate OS, connected to your Shopify store.
Book a 30-minute call
04 · Who does what
We approve. Optivate does the rest.
ETQ and TOV are the brands of founders Melvin and Sebastian. We run both brands with 6 FTE. The system gathers the numbers and moves the copy; we decide.
Yannick, Founder & CTO, builds the system with his team of developers. What we need in our stores, they build into Optivate OS. So new features run in our own stores first, then in yours.
- M·SMelvin & Sebastian · FoundersTheir brands: ETQ and TOV. They approve and decide.
Yannick · Founder & CTOBuilds the system, with his team of developers.- Optivate OS · Every nightPrepares profit, returns, translations, pricing, stock and marketing.
What it delivers
No extra hires for recurring work. That money goes into growth.
We don't hire extra people for translations, pricing and reports. Optivate does that work overnight. The money we don't spend on extra staff goes into three things.
Marketing
More budget for the countries where a new customer costs the least.
Stock
Buying on time, per location, so best sellers stay in stock.
New products
Live faster in every language. At ETQ, 30 seconds per product instead of 15 minutes.
What we built for ETQ and TOV is in Optivate OS.
What does your team redo by hand every week?
In a 30-minute demo we show what Optivate can prepare overnight for your Shopify store: profit by channel and country, content, pricing and stock. You approve.
Brands that work with us
More cases
Read on.
Own brand · Shopify · new market
€1M+
revenue in Denmark, within the first year
A new market, and a million within the first year.
Optivate took over the translations, in TOV's own tone of voice, with round prices in kroner instead of converted amounts. Within the first year after: over €1 million in revenue in Denmark.
- Content & translation
- Pricing & margin
Own brand · Shopify · 12 languages
30 sec
per product translated, was 15 minutes
The complete store in 12 languages, in its own tone of voice.
Products, collections, pages and FAQ. From ~100 hours to ~3 hours per catalog. No agency, no freelancers.
“It used to take weeks to launch a product because we were waiting for translations. Now that happens in a morning.”
Arjan Spakman · ETQ Amsterdam - Content & translation
Own brands · round prices per market
+€150–250k
extra margin a year (estimate), ETQ and TOV combined
The LT 01: £249. Not £211.63.
A round, local price in every market instead of a converted amount. More margin on every order, and the brand looks local in every country.
- Pricing & margin
Own brand · Shopify · returns
40% → 25%
returns on one loafer
One product photo, 15 percentage points fewer returns.
A loafer came back 4 out of 10 times. In the morning, Optivate showed the reason: the color looked different than in the photo. After color-accurate photos and more detail shots: now 1 in 4.
- Customer service
How it works · Optivate OS
By country
and by channel: every morning, where you make money and where you don't
How we know every morning what each country earned yesterday.
Which numbers come in every night, how we check them against the source, and what's ready in the morning: profit by channel and country, returns with a reason and an action, and what you approve.
- Optivate OS
How it works · Content & translation
12 languages
updated every night, in the brand's own tone of voice
How we translate 400+ products into 12 languages, and keep them current.
Every night, see what's new or changed. Translate shared texts once. Capture the tone of voice once, and every correction by a native speaker becomes a rule.
- Content & translation
How it works · Stock & purchasing
Per variant
the latest safe order date, per location
How we reorder for the Netherlands and our UK warehouse.
Every night, sales and stock per variant and location, against the supplier's lead time. What isn't moving gets an action, and the order list is ready to send to your supplier.
- Stock & purchasing
Finally
In 30 minutes, you'll know if it's a fit.
First a conversation: we talk through how you run your operation today, look at where you can save time and get more return, and show you in a demo how Optivate does that. Then a tailored proposal and a 14-day trial. Free, and if it's not a fit, we'll say so.
Leave your details. Enrico gets in touch within one working day. In the call you meet Yannick, who builds Optivate. Or send a message