How Stoov Heated Cushions Boosted Sales 50X with Shopify Plus

Stoov’s Roadmap from Local Start-Up to Cross-Border Seller

When Teun van Leijsen stitched a car-seat heating element into a terrace cushion, he sparked an idea. As Stoov grew, the team hit product limit walls and international challenges on their legacy platform. A move to Shopify Plus set the pace for dramatic gains.

The Challenge: Platform Limits and SKU Caps

Stoov’s catalog spanned core cushions and multiple color or power variants. Their previous solution could only host a few SKUs before hitting a technical cap. Any extra model meant manual workarounds. At the same time, they saw demand from Germany, France, Belgium and beyond—but the system lacked country-specific customization.

Switching to Shopify Plus

Out went the SKU limits. In came a fully custom storefront. Partnering with Code, Stoov rebuilt their online shop using fresh templates and a clear design system. Now every cushion variation could go live. No more missing options for customers.

Powering Operations with Apps

Stoov layered in specialized tools. Email campaigns run inKlaviyo. Customer conversations flow throughGorgeous. Thirty apps in all handle payments, analytics, shipping rates, reviews, and loyalty—everything a small-team brand needs to operate at scale.

Cross-Border Customization

With Shopify Plus locale support, Stoov set up stores for Germany, France and 10 more markets. Pricing adjusts by country, checkout translations match local languages, and preferred payment methods appear automatically. The team went from one shop in Dutch to a pan-European presence in just weeks.

Results That Speak Volumes

By the end of 2022, Stoov hit half a million cushions and beds sold in one year—up from 10,000 in 2019. Conversion climbed from 2.2% to 2.8%, a 27% lift in just 12 months. Germany alone now drives 50% of revenue. With data from Shopify, they’re redesigning checkout again and eyeing the US and Australia next.

Key Metrics

• Units sold jumped 50X in three years.
• Conversion rate rose 27% year-over-year.
• Half of all orders now originate in Germany.

What’s Next for Stoov

Armed with flexible tech and customer data, Stoov plans a US launch and new designs. Beyond products, the team reinvests in marketing automation and local partnerships. Their story shows how the right platform and app stack unlock big leaps, even for a small team.