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To optimize the ad performance, the trio begins experimenting with various business intelligence tools, i.e. “Efficient it was not,” says Denys Lichtenstein. Instead of choosing top-sellers, it selects products with conversion rates below 1% and others, which do generate more sales, but only infrequently. “At first, we relied on the Facebook algorithm and thought it would select the best product to promote.” It did not. The objective of Sass圜lassy’s paid-ad strategy, according to Denys, is to prioritize the display of ads of in-demand products, like the top-selling leather leggings, on Facebook and Instagram which serve to boost the click rate and thus reduce the CPC.Ī Sassyclassy bestseller: leather leggings for EUR 39.95 Euroīut with over 1400 individual products on offer, the algorithm can’t figure it out on its own. “I learned from the people who wrote the Facebook algorithm,” he says. For the previous four years, he was employed by Microsoft and Facebook, where his role was to increase the efficiency of customer ad campaigns. “I learned from people who wrote the algorithm”ĭenys Lichtenstein, the middle child of the three siblings, has been working full-time for Sassyclassy since July and was instrumental in creating one of the most-important reach levers: paid social ads.

Data has advanced to the core company strategy. While the pandemic-induced eCommerce boom played a significant role in the revenue jump, so too did a nerdy propensity for gathering and analyzing user data, a passion that each sibling has. To put that into context, revenue in 2019 was EUR 6M. Current estimates have Sass圜lassy’s revenue approaching EUR 28M for the year before returns. Together with a team of 60, they sell some 1400 own items via their online shop from leather leggings to oversized blouses and braided hair bands. I’ll keep the positions open for you, but I need you to come back.”įor the past half year, big brother’s wish has come true with all three siblings working full-time on Sassyclassy near Munich. As they leave Boaz tells his younger siblings, “make sure you learn something.

Older brother Boaz stays in Munich, finishes his business admin studies and focuses on scaling up Sass圜lassy on his own. He relocates to San Francisco, Roxana to London. “For Roxana and I, our initial focus was on getting a university degree,” says Denys. In 2014, the same year Sass圜lassy was founded, Denys and Roxana move abroad. The name of the game is data, data and more data

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At the time, Roxana just turned 18, while the brothers are in their early 20s the trio is the third generation in the family to carry the fashion torch: their grandparents ran a shop for children’s and women’s clothing, while mom is a designer and dad produced fashion collections for TV shopping channels. Lichtenstein founded Sass圜lassy along with his sister Roxana and his older brother Boaz nearly 8 years ago. They are our navigation system and we have complete faith in them,” Denys Lichtenstein tells OMR. Buoyed by their success, the founders are expanding into consulting with an agency of their own to help other fledgling eCommerce enterprises scale up. Founded in 2014 by three siblings from Munich, Sass圜lassy is popping up in IG feeds across DACH with a clever paid-ads strategy that has the eCommerce fashion label on the cusp of nearly EUR 30M in revenue for the year.

If you were to poll your circle of fashion-affine friends on who the most-prevalent advertisers on Facebook and Instagram are right now, Sass圜lassy figures to be at the top of the list.

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