Sales · YTD
€23.94M
+14% vs last year
Maison Vela — Brand Review
Net sales, year to date
€23.94M
+14%
Growth held through spring on stronger repeat purchasing and a steady lift in average basket.
The last twelve weeks
Weekly net sales, €
By the numbers
Net sales
€23.94M+14%
Orders
342,000+11%
Repeat rate
44%+3
Avg. order
€70+2%
Unit economics
LTV : CAC
3.6 : 1+0.3
CAC
€54−6%
Payback period
4.5 mo−0.4
Contribution margin
42%+1.6
Blended MER
3.7×+0.2
Who’s coming back
Repeat
44%
New
56%
Top regions
What needs a look
Needs attention
Sales
A steady climb
Net sales are up 14% year to date. Growth has come from both a fuller basket and a widening base of returning buyers.
Orders
342,000
+11%
Avg. order
€70
+2%
Refund rate
2.4%
+0.3
Monthly net sales, €
Revenue by channel
Channel mix — basket, margin & efficiency
| Channel | Orders | Revenue | Avg. order | Contrib. margin | MER | Growth |
|---|---|---|---|---|---|---|
| All channels | 342,000 | €23.94M | €70 | 42% | 3.7× | +14% |
Channels earn very differently. Amazon runs the fattest efficiency (marketplace demand, low ad cost) but the thinnest contribution margin once fees are taken; wholesale prices lower but needs no acquisition spend; DTC carries CAC. Contribution across the four reconciles to €10.05M — 42% of €23.94M net sales.
Channel detail
Monthly net sales, €
Top products in this channel
Wholesale & retail orders
| Account | Channel | Ordered | Units | Order value | Margin | Status |
|---|---|---|---|---|---|---|
| 18 recent orders | 5,530 | €393,900 | 49% |
Wholesale and retail-partner purchase orders are larger and lumpier than DTC baskets — a single PO runs to hundreds of units. These are the eighteen most recent, drawn from the €5.51M of retail-partner (€3.59M) and wholesale (€1.92M) revenue in the channel mix above.
Monthly totals
| Month | Orders | Net sales | Avg. order |
|---|---|---|---|
| Year to date | 342,000 | €23.94M | €70 |
Profitability
Gross to net, then to profit
Where every euro of demand ends up. Gross sales of €27.30M give back discounts and returns to land at €23.94M net; variable costs then leave €10.05M of contribution, and marketing plus overhead leave the operating line.
Updated 25 Jul 2026, 08:40 · sample dataset
Gross → net sales bridge
Each line moves the running total. Gross demand minus what's discounted and returned reconciles to €23.94M net sales — the same figure carried across the rest of this review.
Net → contribution → operating profit
Contribution is what's left after the costs that scale with each sale — goods, fulfilment and payment/marketplace fees. Take out marketing and fixed overhead and you reach operating profit of €1.90M, a 7.9% operating margin.
Contribution by channel
| Channel | Revenue | Contrib. margin | Contribution € | MER |
|---|---|---|---|---|
| All channels | €23.94M | 42% | €10.05M | 3.7× |
Contribution margin is revenue less variable cost, as a share of revenue; MER is revenue divided by that channel's marketing spend (wholesale carries none). The four contributions reconcile to €10.05M.
Products
What’s selling
Six pieces carry the season. The Linen Scarf leads on revenue; the Wool Throw earns the highest share of repeat purchases and turns fastest at 31 days of inventory.
Updated 25 Jul 2026, 08:40 · sample dataset
Units sold
403k
+12%
Inventory value
€2.04M
−4%
Avg. days of inv.
50
−6
Low on stock
3
of 6 lines
Top products by revenue
| Product | Units | Revenue | Margin | On hand | Inv. value | Days of inv. | Sell-through | Stock |
|---|
Sell-through is units sold as a share of what came in this season. Weeks of cover is stock on hand divided by the recent weekly sales rate.
Reorder & replenishment
Lines under six weeks of cover, with a suggested quantity and order-by date to keep them in stock through the season. Creating a purchase order raises it with the supplier and adds it to inbound stock below.
Inbound stock — open purchase orders
| Reference | Product | Supplier | Units | Lead time | Arriving | Status |
|---|
No inbound orders yet
Nothing is on its way in. When a line runs low, raise a purchase order from the reorder list above and it will appear here with its supplier and arrival date.
Inbound purchase orders are the supply side — stock coming in from makers — separate from the outbound wholesale & retail orders under Sales. Arrival dates are the order date plus the supplier's lead time.
Discount depth & margin
| Product | List | Avg. sold | Discount | Margin |
|---|
Returns by product & reason
| Product | Returned | Rate | Top reason |
|---|---|---|---|
| All products | 5,220 | 2.4% | Sizing / fit |
Regions
Where it lands
The home market still leads, but Germany has closed to within four points and now drives nearly a quarter of revenue as the brand scales across Europe.
Ranked by revenue
Share of revenue
Customers
The returning few
Of 214,000 customers, 94,000 have bought more than once — 44%. Those repeat buyers placed 222,000 of the year’s 342,000 orders and drive 69% of revenue.
Customers
214k
+9%
Repeat rate
44%
+3
Avg. LTV
€462
+6%
LTV : CAC
3.6 : 1
+0.3
New vs. repeat
Repeat
44%
New
56%
Top customers by lifetime value
| Customer | Orders | Lifetime value |
|---|
New vs. returning revenue
Returning€16.50M222,000 orders · €74 AOV
New€7.44M120,000 orders · €62 AOV
Returning buyers are 44% of customers but drive 69% of revenue — €16.50M against €7.44M from first-time buyers. Together they reconcile to €23.94M net sales across 342,000 orders.
Cohort retention — share still buying
| First bought | Size | M1 | M2 | M3 | M6 |
|---|
Each row is a group of customers who first bought in the same month. Columns show how many were still ordering 1, 2, 3 and 6 months on.
Average lifetime value over time, €
Cumulative spend of the average customer, tracked month by month. A rising line means loyalty is compounding.
Campaigns
Working the season
Search and lifecycle carry the return; prospecting sits near breakeven on last click but feeds the funnel. Blended MER holds at 3.7× across €6.50M of spend.
Marketing spend
€6.50M
+6%
Attributed revenue
€22.71M
+12%
Blended MER
3.7×
+0.2
Blended ROAS
3.5×
+0.4
Active & recent campaigns
| Campaign | Channel | Impr. / sent | Spend | Revenue | ROAS | Status |
|---|
Email & social performance
| Send | Delivered | Open rate | Click rate | CTR |
|---|
Open and click rates are of delivered messages; CTR is clicks as a share of opens. Social posts report reach in place of delivery.
Settings
Brand profile
The identity and reporting preferences behind this dashboard.
Read-only in demo — changes are disabled in this sample workspace.
Brand nameMaison Vela
CategoryConsumer · Home & textiles
Home marketNetherlands · sells Europe-wide
ChannelsDTC · Amazon · Retail · Wholesale
Reporting currencyEUR (€)Locked
Fiscal yearJanuary – December
Week startsMonday
Repeat window90 daysRead-only
Report ownerStudio account · Owner
Data sourceSample datasetDemo