One Marketing Team Scaling €25M D2C Without Burnout

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Jacob Westerberg, Co-Founder of JUNIPER, a Swedish direct-to-consumer bedding and home goods brand. Jacob and his wife built JUNIPER from a honeymoon hotel experience into a profitable business that's expanded from bed linens into towels, soaps, and consumables. Their journey reveals crucial insights about working capital management, founder-led marketing, and the evolution from single-product focus to category expansion. Through strategic product development and performance marketing optimization, they've maintained profitability while building a premium brand that commands €200+ average order values in a commoditized market.

Topics Discussed:

• Working capital challenges in inventory-heavy D2C businesses

• Founder-led marketing and authentic brand storytelling

• Performance marketing evolution through iOS changes and platform shifts

• Product expansion strategy for improving customer lifetime value

• Premium positioning in commoditized categories

• International expansion considerations for product-specific sizing

• Marketing measurement and attribution in the post-iOS 14 era