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EspañolHome interior manufacturer success story: From clearing dead stock to a 138% sales surge
The Client
Domino is a company with 30 years of industry experience, successfully blending traditional family values with the scale and infrastructure of a thriving corporate organisation. They manage a portfolio of highly recognisable brands, including LAVITA.
Backed by a formidable operational setup – featuring a state-of-the-art logistics hub and proprietary showrooms- the company is perfectly positioned to identify and anticipate market trends.
Their core mission is to deliver comprehensive bathroom solutions where unique design seamlessly meets premium materials and practical functionality. Domino’s established market footprint and highly professional team provided us with a rock-solid foundation for building effective, scalable marketplace strategies.
The Challenge
During our initial consultation, we worked closely with the client to pinpoint key strategic areas that required immediate intervention and long-term development:
- FBA inventory recalls: We identified a critical issue with a massive volume of dead stock sitting in fulfilment centres, which was bleeding the budget through unjustified long-term storage fees. Our absolute priority was to orchestrate a swift removal order for the largest batches of stagnant inventory, immediately relieving the client’s financial burden.
- Content standardisation & optimisation: The existing listings suffered from inconsistent quality, a distinct lack of targeted search terms, and underutilised character limits, all of which heavily suppressed organic visibility. Working hand-in-hand with the client’s internal e-commerce team, we rolled out a comprehensive recovery plan. This included title optimisation, restructuring listing variations, and setting strict listing procedures for all new product rollouts.
- Launching the ‘Wild Wood’ brand: The total absence of the Wild Wood product line on the platform represented a massive, untapped revenue opportunity. We mapped out a strategic launch plan to introduce the brand to the marketplace, plug the existing gap in the catalogue, and capture an entirely new audience segment.
- A fragmented Amazon Ads strategy: The lack of a cohesive PPC strategy had resulted in chaotic ad spend and deeply unsatisfactory campaign performance. The advertising architecture required a complete overhaul to restore profitability across the brand’s marketplace marketing efforts.
The Solution
Analysis & objectives
Before diving into the German market (Amazon.de), we conducted a granular audit of the Seller Central account and its overall sales potential. Based on our findings, we established four core operational pillars:
FBA logistics & cost optimisation: Tackling the high volume of dead stock that was eroding the account’s overall profit margins.
Catalogue restructuring & SEO: Revamping product listings that had sparse bullet points and were failing to index for high-volume German search terms.
Wild Wood brand launch: Introducing and aggressively ranking the Wild Wood brand, which held immense potential in the Home & Living category.
Amazon PPC performance strategy: Overhauling ad campaigns that were previously left on “autopilot” without proper segmentation or negative keywords.
FBA & removal orders
Our first port of call was initiating removal orders to return stagnant inventory from Amazon’s fulfilment centres back to the client’s headquarters. The primary goal of this rapid response was to stop the bleeding caused by storage fees on slow-moving stock. Because the inventory was vast and scattered across multiple fulfilment centres, the process required us to draft several distinct removal orders and meticulously cross-reference them against freshly pulled Amazon reports.
SEO & product variations
The bedrock of our scaling strategy was tidying up the catalogue and merging standalone products into logical listing variation families. Leveraging materials provided by the client, we didn’t just restructure the backend; we completely rewrote the front-end listing copy. The new bullet points were heavily optimised for Amazon’s A9 algorithm, naturally weaving in top-converting German search terms.
Introducing the new brand
Our mandate was to ensure the new listings were primed for conversion right from day one. We kicked off with deep-dive keyword research, isolating search terms with the highest buying intent within the German flooring and accessories niche. The copy was carefully crafted to maximise keyword density without sacrificing readability. Every action was geared towards rapidly ranking the listings and getting the new brand in front of a massive audience.
Advertising (Amazon PPC)
The strategy We entered the partnership with a clear directive: boost profitability and expand reach. However, digging deeper revealed a more complex issue. The client noted that a significant chunk of their catalogue was essentially “invisible” to shoppers. Our audit confirmed that legacy campaigns were running entirely on autopilot, haemorrhaging ad spend. We diagnosed a severe lack of fundamental optimisation – from missing negative keywords to propping up unprofitable ASINs that were draining the budget without generating a single sale. We had to plug the leaks in the sales funnel immediately. Actions & results Phase 1: The product push & budget ring-fencing We immediately rolled out the missing campaign structures. We prioritised Sponsored Products to rapidly build traffic volume and secure crucial early conversions (“quick wins”). Simultaneously, we aggressively restructured legacy campaigns. We ruthlessly cut the budget on unprofitable products and implemented precise negative keyword targeting. As a result, we stopped paying for junk traffic and redirected funds into avenues that actually drove profit. Phase 2: The Q4 harvest Months of relentless optimisation laid a bulletproof foundation for the most critical period in e-commerce: Q4. Strategically prepping the account for the sales peak yielded spectacular results. We closed the pivotal months of October and November with an impressive €360,000 in revenue. Crucially, this massive sales volume came with phenomenal efficiency – we achieved an 8.15 ROAS, proving our strategy was spot on.
The leverage effect & scaling growth
Taking the helm of the account in January 2025 triggered an immediate trend reversal. In our very first month, we beat the previous year’s figures by 10% (hitting €186,000), and maintained a dynamic month-on-month growth rate of 25% for the following two months.
We even turned the traditional Easter seasonal slowdown into a win. Thanks to the tight synergy of our actions, Q2 was defined by progressive year-on-year scaling: up 20% in April, 40% in May, and 58% in June. The real explosion happened in July, where we doubled the previous year’s revenue, recording a massive 107% surge.
The absolute culmination of our efforts was Q4, strategically bolstered by Prime Day and Black Week. We closed October with a record €350,000 (+90% YoY), but November was the undisputed peak. Keeping the momentum going, we smashed through the €450,000 monthly revenue ceiling, achieving a staggering 138% year-on-year growth.
Looking ahead
- Scaling sales across additional European Amazon marketplaces (France, Italy, the Netherlands).
- Continuous listing optimisation for international markets.
- Rolling out new product lines.
- Building bespoke ad campaigns for entirely new product categories.
- Promoting and expanding the LAVITA and DOMINO Amazon storefronts.
Future perspective
Partnering with DOMINO is a process of continuous evolution. Because the marketplace ecosystem is constantly shifting, we rely on proactive optimisation and lightning-fast strategy adaptation to stay ahead of the curve.
It is our absolute belief in the client’s products, paired with our bespoke marketplace know-how, that allows us to build a sustainable competitive edge.
Would you like to work with us to achieve similar results?
Let's talk about growing your sales across marketplaces!
