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