Our story
We built Optivate because we needed it ourselves.
Optivate doesn't come from a software company. It comes from ETQ Amsterdam and TOV Essentials, the Shopify brands of Melvin and Sebastian, which grew so fast the manual work caught up with us. And from Yannick, who started building for them.
Where it hurt
Maybe this sounds familiar.
From the outside, growth looks like success. From the inside it often feels like more spreadsheets, more manual work and more people.
- 01
Monday morning, five dashboards open.
What a country or channel really earned, we only saw after month-end. Until then we set ad budgets on gut feeling.
- 02
The collection is ready. The copy isn't.
New products waited for titles, descriptions and translations, while the stock was already in the warehouse.
- 03
One price change, an afternoon of math.
Every promotion meant calculating per currency and per channel, and hoping nothing went below cost.
- 04
Sold out of the best seller. Stuck with what doesn't sell.
Reordering the fast movers too late, too much cash tied up in idle stock. Stock is money, and that money wasn't moving.
- 05
And then the next job opening.
With every growth spurt came another job opening, for work that was exactly the same every week.
What we did differently
No people for recurring work. Software.
On top of Shopify we built our own layer that does the work that recurs every week: numbers per country and channel, product copy and translations in our own tone of voice, prices per market, stock and purchasing. Prepared every night, approved every morning.
Not everything worked right away. We tested, adjusted and kept building. But every month the work got smaller while revenue grew. Translating a product at ETQ now takes 30 seconds instead of 15 minutes: for 400+ products, from ~100 to ~3 hours per catalog.
That kept the brands lean. No heavy organization: the money that would otherwise go to extra people goes into marketing, stock and product development. That's how you build a brand that stays ahead.
At TOV Essentials, Optivate took over the translations, in the brand's own tone of voice and with round prices in kroner. Within the first year after: over €1 million in revenue in Denmark.
The builder
Yannick builds. Every day.
Founder & CTO
Yannick has been programming for over ten years, for KLM and DUO among others. His strength: making systems work together. Shopify, accounting, ads and stock become one whole, so you have one place instead of five dashboards.
He started building for ETQ and TOV and now ships every week, with a team of developers and, thanks to AI, faster than ever. For you, that means features already proven in our own stores, and a demo with the person who builds them.
By the numbers
Two brands, 6 FTE.
- €35M
- together, online, annual run rate 2026
- 6
- FTE, for both brands
- €5.8M
- online revenue per FTE (run rate 2026)
- €12.4M
- ETQ Amsterdam, revenue 2025
- €11.7M
- TOV Essentials, revenue 2025
All revenue is online: ETQ and TOV have no physical stores. 2025 figures are full-year revenue. €35M is the 2026 run rate: our revenue so far, extrapolated to a full year. 2026 isn't over yet.
Brands that work with us
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How we think
Entrepreneurs first, software second.
Revenue or time. Otherwise we don't build it.
Every feature has to earn more profit or save hours. “Nice to have” isn't a reason.
The software does the work. A person decides.
Optivate prepares, you approve. No price, text or translation goes live without approval.
Features without compromise.
We use every feature ourselves, every day. When something's missing, we feel it right away and build it. With AI, that goes faster than ever. Need something that isn't in there yet? Ask for it: if it fits the platform, we build it.
Entrepreneur to entrepreneur.
You talk to people who buy stock, guard margins and make hiring decisions themselves. And to the person who builds it for you.
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