Studio Anneloes is a Dutch fashion brand known for its timeless collections produced in limited quantities. With over 300 retail locations and a strong B2B focus, the brand faced increasing demand for direct online sales. Under the leadership of Andre Kortekaas, Head of Digital Projects, Studio Anneloes took its first steps into digital commerce and is now setting the standard for agile, data-driven fashion e-commerce.
The Challenge
Studio Anneloes started with a simple custom webshop layered on top of their ERP system. While this solution worked initially, it couldn’t handle growing traffic, lacked flexibility, and became a bottleneck for digital growth. The need for performance, scalability, and advanced tooling grew, especially as consumer expectations rose and retailers increasingly accepted online presence.
The Solution
Together with digital agency De Nieuwe Zaak , Studio Anneloes entered a six-week discovery phase in summer 2022. The outcome: a new SaaS-based e-commerce stack with BigCommerce as the engine and Tweakwise for personalized search, merchandising, and recommendations. The project went from planning to full replatforming in just three months, launching December 1st.
Studio Anneloes now uses a native app, an in-store display, and a personalized webshop — all powered by one central setup. Tweakwise plays a key role in the personalization strategy, from advanced merchandising rules to recommendation modules and dynamic product displays.
“Thanks to the implementation of Tweakwise, we can now truly focus on relevance and experience. We can act quickly, respond smartly to behavior, and present each new collection perfectly — exactly the way we want to.”
Andre Kortekaas, Head of Digital Projects at Studio Anneloes
+25%
Increase in conversionrate
+25%
More Add-to-carts
60%
Reduced bounce rates
The Collaboration
This success is the result of a close partnership between Studio Anneloes, De Nieuwe Zaak, and Tweakwise. Development, strategy and implementation were handled in weekly sprints, with continuous evaluation. All parties worked with a shared goal: making Studio Anneloes’ online experience as premium and personal as the brand itself.
The Result
The impact of using Tweakwise was immediately noticeable:
+25% increase in add-to-carts thanks to recommendations
+25% improvement in conversion rate
-60% lower bounce rate due to improved search relevance and navigation
Using search data, Studio Anneloes spotted an interest in shoes — a product they didn’t yet offer online. After adding them, the collection sold out within a day. A textbook example of turning insight into impact.
More control over your shop with the Merchandising Builder: maximum control, minimal effort
In a dynamic online assortment, every product position counts. With the Tweakwise Merchandising Builder, you decide exactly which products are shown — and where. Think of promoting specific items at the top of a list, creating seasonal categories, or displaying products based on stock levels or margins.
Without the need for developers, e-commerce teams can use smart rules and manual adjustments to align product presentation with commercial goals. This way, every product gets the place it deserves.
The difference between just showing products and actively driving conversions.
The Future
Studio Anneloes continues to innovate. With weekly drops, smart stock handling, and dynamic personalization, their platform is future-proof. From AI-powered synonyms to CDP integration and app-based loyalty experiences, the brand is always a step ahead.
With Tweakwise and De Nieuwe Zaak as strategic partners, Studio Anneloes is ready to scale — without losing the exclusivity, elegance, and control that defines them.
Watch the full Tweakwise Tuesday Talk
Curious about the full story of Studio Anneloes and De Nieuwe Zaak? In this episode of Tweakwise Tuesday Talk, Andre Kortekaas and Jeroen Strijdveen share their approach, decisions, and the tangible results of their digital transformation. An inspiring conversation filled with insights for every e-commerce professional.
Take your webshop to the highest possible level with Tweakwise!
A good webshop helps visitors find their perfect product. So make sure your product discovery stands out from the competition! With powerful features, you create a user-friendly experience for your visitors and employees.
Avarage conversion increase
+0%
More add-to-carts
0%
Increased efficiency
0%
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