wool.deals
    E-Commerce, B2C + B2BOperate

    wool.deals

    The first marketplace for wool that would otherwise sit in the warehouse.

    Durchschnittlicher Warenkorb im Store, über die gesamte Laufzeit

    bis 14×

    ROAS über Meta und Pinterest

    über 200

    Kundinnen haben im Store gekauft, bei 224 Bestellungen

    Overview

    wool.deals is the first digital marketplace for wool and yarn overstock in Germany. The handcraft market is worth roughly one billion euros a year, a patchwork of a few large wholesalers and many small shops, many of them without a real digital sales channel. Every season, a significant share of goods is left over as overstock, an estimated 10 to 15 percent, an addressable market of roughly 60 to 90 million euros. Until now this stock has been sold off inefficiently through eBay, overstock pallets, or a brand’s own sale corner. A dedicated marketplace for this stock did not exist, wool.deals moves into exactly that gap as a first mover.

    Voyage Digital's role

    Founder and sole operator: idea, market analysis, business model, storefront, and operating infrastructure, built from zero. No consulting contract, no co-founder model. Voyage Digital runs the venture as its own.

    Stations

    The stations

    1. 01 Business model and market validation

      Market analysis, identifying the overstock gap, building the business model as a commission marketplace, and early validation with real retailers and brands on board.

    2. 02 Operational marketplace infrastructure

      Multi-vendor logic for multiple retailers, supplier onboarding, inventory and product management, customer service and fulfillment: the base structure a marketplace cannot run without.

    3. 03 Storefront and 360° e-commerce

      Product catalog, brand and category pages, product pages, and a dedicated visual language: a comprehensive, full-circle store.

    4. 04 B2C growth engine

      Systematic demand generation through Pinterest and Meta ads across multiple campaign waves with a dedicated creative pipeline, plus building the Instagram channel.

    5. 05 B2B outreach and Woolfinder

      Conversations with major German wool wholesalers, backed by Woolfinder, a self-built directory of more than 930 German wool retailers that doubles as its own acquisition layer.

    Starting point

    What was blocked

    • A fragmented overstock market with no dedicated channel: sold off only through eBay, overstock pallets, or a brand’s own sale corner, both inefficient and damaging to the brand
    • Missing operational infrastructure for a marketplace: multi-vendor logic, supplier onboarding, and fulfillment had to be built from scratch
    • No reliable repurchase on the buyer side: matching the same color and dye lot after a sellout is nearly impossible
    • A B2B axis without a clear acquisition funnel alongside the D2C business
    Approach

    How we thought about it

    • 01Developed the business model as a commission marketplace and validated it with real retailers and brands
    • 02Built the operational marketplace infrastructure: multi-vendor logic, onboarding, inventory management, fulfillment
    • 03Built a comprehensive 360° store with a dedicated visual language, D2C and B2B considered in parallel
    • 04B2C growth engine via Pinterest and Meta, plus a dedicated acquisition layer for B2B outreach (Woolfinder)
    Execution

    What was built

    Built a comprehensive marketplace with multi-vendor infrastructure, a dedicated storefront, and a dedicated visual language. The B2C growth engine ran across several Pinterest and Meta campaign waves with a dedicated creative pipeline, plus building the Instagram channel. In parallel, Woolfinder became a self-built directory of more than 930 German wool retailers, backing the B2B outreach to major wholesalers.

    Impact

    What it produced

    wool.deals is live: the first digital marketplace for wool overstock, with a full store and multi-vendor infrastructure
    The business model is proven: more than 200 customers have already ordered, at roughly 13,600 euros in revenue over the run to date
    Its own reach independent of paid advertising: more than 700 newsletter subscribers, social media, and a working ad engine as a controllable asset
    The B2B axis is underway: wholesaler outreach plus the Woolfinder directory as the path toward a consolidating marketplace
    Image series

    Images from the project

    Section-Shots: Kategorie-, Marken- und Produktseiten als Standbilder, zeigen Sortimentsbreite und Bildsprache
    Growth-Engine: Auswahl aus Pinterest- und Meta-Creatives der Kampagnen-Wellen plus Instagram-Kanal
    Mockups: Store in Safari-Browser- und iPhone-Mockup kombiniert, Original-Logo farbig

    Voices

    What the collaboration says

    Alicia Brandt — Portrait
    “Anyone who wants to bring order into complex topics and take their marketing to the next level needs you on the team. You gave my team essential support in setting up a well thought through CRM strategy, building automated lifecycle journeys and establishing the right processes. Together with you we made the leap from simple newsletter sending to real, working CRM. You are extremely clear, structured and honest, you combine strategic foresight with pragmatic solutions, you think along actively and you stay reliably on top of the projects. Throughout the whole time you were a firm part of the team for us and a great sparring partner on equal footing. Thank you for your outstanding commitment!”
    Alicia Brandt — Marketing Lead VAN RYSEL, Decathlon Germany
    Joshua Wenzel — Portrait
    “Together we developed a solid CRM strategy, built a lifecycle system with automated journeys and designed and rolled out the processes that go with it. That is how our classic newsletter turned into real CRM. What makes the collaboration so valuable beyond that: alongside his pragmatic and structured way of working, we also value him enormously on a personal level. With his genuine interest in the projects and his consistently open, helpful manner he is a real asset you can rely on 100 % at any time.”
    Joshua Wenzel — CRM Project Manager, Decathlon Germany
    Tristan Hain — Portrait
    “With Andy we built and automated our entire lifecycle system, among other things. Working with him was always clear and structured, we could rely on him, and we never lost the fun on the way to the goal.”
    Tristan Hain — CRM Project Manager, Decathlon Germany
    Merle Walter — Portrait
    “Over the past five years or so you have always been a constant and reliable point of contact for me across different stations and for the most varied projects. From process development and optimisation through coding and technical topics, the holistic view and consolidation of the CRM area, all the way to strategic direction and the implementation of a wide range of subject areas, I could always count on you. With your way of working you were able to give us, and me, structure and guidance. Setting up the automated post purchase strategy was, I think, our most intensive collaboration. I was able to benefit and learn an incredible amount from you, and for that I am immensely grateful. Working with you throughout was always great fun, and I really valued that we could talk about more than just work while keeping productivity high. I will definitely miss our regular exchanges.”
    Merle Walter — Loyalty Manager, Decathlon Germany
    Sebastian Schermer — Portrait
    “Andreas is the structuring element most teams are missing. Focused, targeted execution. Maximum ownership. Ruthless prioritisation. He takes topics that look difficult and complex at first and brings them to the finish line. If need be, he takes them over himself. Anyone looking for someone who takes ownership instead of just advising is in the right place with him.”
    Sebastian Schermer — Founder & CEO, digitalforce
    Johannes Auffermann — Portrait
    “Andi held our delivery together. Projects, infrastructure, coordination, that was on him. Weeklies and dailies ran without me, and for me that was the real proof. I never had to ask whether the status was accurate. On the bigger calls, offers, partners, budgets, he was my counterweight, even when that was not comfortable for him. No agency speak, straight answers.”
    Johannes Auffermann — Founder & Managing Director, Astral
    Jonny Crawford — Portrait
    “Andy and the team rebuilt my whole online presence from the ground up. What changed is who shows up: every qualification call I took in the first month closed. Three out of three. Anyone landing on my page now can see straight away that I'm an exclusive high ticket coach. So impressed with you lads and what you've built, this is phenomenal.”
    Jonny Crawford — Founder & Coach, Project Knight
    Eric Lehmann — Portrait
    “Andreas kept the overview in a complex project, including when things around it got chaotic. Thank you for your commitment and your overview in the shared chaos. Without him a lot would have been lost on the agency side. I very much hope we work together again.”
    Eric Lehmann — CTO, Constantin Film
    Cihan Erben — Portrait
    “In Andreas I have a professional partner who is able to think across industries and to look at my business model afresh from his perspective. That lets me steer my company toward the future with more confidence and keep challenging it.”
    Cihan Erben — Founder & CEO, Erben Bau
    Konstantin Doerr — Portrait
    “Andreas stands out through an exceptional strategic understanding and the ability to consistently think from the outcome backwards. He reliably supported our CRM team in structuring processes and prioritising projects efficiently. Beyond strategy development, his strengths include leading workshops and producing concise management presentations. With his direct communication he is a valued sparring partner on equal footing.”
    Konstantin Doerr — CRM Team Lead, Decathlon Germany
    Sarah Krone — Portrait
    “Andy built the whole thing for me in like no time, and it was a banger. What amazed me most is that he got my tone of voice right straight from my instagram, I didn't even have to explain it. Changes I asked for were often live the same day. And he kept delivering even when things got messy on my side. I'm really grateful for all he's doing, it means a lot.”
    Sarah Krone — Tattoo Artist, Kroneink
    David Solk — Portrait
    “Thank you for everything you did for us. It was genuinely seen and appreciated. You worked closely with both our team and the people doing the work, helping to keep things moving and well coordinated.”
    David Solk — CEO & Co-Founder, SOLK
    Marvin Burmester — Portrait
    “Andy and I have exchanged regularly on product, data and strategy for years. Beyond his technical expertise, I value his entrepreneurial drive: he meets challenges with vision and openness. He sees opportunity where others fear complexity. What makes him stand out for me is that he doesn't just develop concepts, he digs rigorously into the details of digital products, as his own online shop shows. Andy never shies away from conflict and always gives a direct, honest picture. A fearless sparring partner you'd want at your side.”
    Marvin Burmester — Founder & CEO, Growing Forward
    Solveig Schmerer — Portrait
    “With Andreas we were able to run a highly successful AI workshop and develop a well-founded AI roadmap for our team. He did an excellent job of making the opportunities and possibilities of AI tangible – without stoking fears, but with a clear focus on real potential. Together we developed AI solutions that took our work in Customer & Market Research to a new level. Andreas supported us perfectly with his expertise, his neutral perspective and enormous solution orientation. He was a sparring partner and a reliable advisor at once – always honest, structured, pragmatic and to the point. The partnership was consistently on equal footing. What I particularly value is that it did not stay in grey theory, but created real, lasting value for our everyday work. The result has a noticeable impact on my daily work and my professional development. Thank you so much for your outstanding support!”
    Solveig Schmerer — Insight Analyst, Decathlon Germany
    Deni Panknin — Portrait
    “Andreas and I kept overlapping over the years: me deep in the technical implementation, him in the strategy and the process above it. That fit together cleanly. He operates more strategically than most people you deal with on projects like these. Strictly speaking he is only half a service provider, at his core he builds business models.”
    Deni Panknin — Salesforce Architect, Aviando
    Michael Bauer — Portrait
    “My collaboration with Andreas has been with me and Decathlon since 2023. What started back then in CRM with automating customer journeys in email marketing and support in day-to-day operations has grown over the years into a genuinely strong partnership. As head of the Customer & Market Insights team it was clear to me that I wanted Andreas at my side again in 2025. He was instrumental in developing the strategy for our team and the project. His AI expertise was a huge gain: through his hands-on training and the implementation of deep-research projects he moved the team forward enormously. But what truly sets Andreas apart for me goes far beyond the technical side: over the years the purely business relationship has grown into a real, trusting foundation – and a friendship. Andreas is both a sparring partner and a coach to me. He knows how to motivate me again and again, to see things from a new angle and to push my own projects forward boldly. What I value enormously: he is never too proud for anything. He acts lightning-fast, helps me sort topics correctly and shares his wealth of experience completely without fuss. For me Andreas brings exactly that rare mix of deep expertise, real hands-on mentality and human class that you wish for in a partner. Thank you for the great support over all these years!”
    Michael Bauer — Insight Team Lead, Decathlon Germany

    Conversation, not pitch

    Understand first, then decide. We take time for an initial conversation, without sales pressure, without obligation.

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