How Thinking Mu boosted visibility and growth on Zalando with a co-funded full-funnel strategy

+90% growth

vs previous winter season

ROPI: 7.76

Return on Partner Investment

€50K total budget

split between Zalando & ICEX

Behind the Label

Thinking Mu is a Spanish sustainable fashion brand for men and women. Active on Zalando for several seasons, the brand has grown consistently thanks to a close collaboration with The Agent — achieving an average annual growth of +20%.

The Challenge

With its key sales markets on Zalando located outside Spain, Thinking Mu needed to strengthen both visibility and brand awareness to scale further. The goal: expand reach and engagement while staying true to its sustainable identity.

Our Collaboration: A performance-ready brand strategy

We laid a strong foundation for growth by:

Optimizing assortment and stock levels
Gradually launching new marketplaces like About You
Building a Brand Home aligned with their modern, responsible image
Supporting the development of a loyal community on Zalando

Then, we recommended joining a co-investment marketing program with Zalando and ICEX (Spain’s fashion export board). With their strong sustainability credentials, Thinking Mu secured 50% co-funding on their total marketing investment.

The Results: A full-funnel campaign with real impact

The brand launched a full-funnel strategy for FW24, with a total investment of €50,000

Sponsored Products (July–Dec): to drive conversions
Brand Awareness (Oct): Zalando homepage banner to boost visibility

Key performance from the first season

ROAS: 3.88
ROPI: 7.76
+90% growth vs previous winter
+50% growth vs SS25

By mid-2025, results continue to outperform:

ROAS has tripled since the first campaign
The brand is maintaining double-digit summer growth
On track to double NMV vs the previous summer

💡This case proves that a well-balanced strategy—performance + awareness—supported by smart co-investment tools, can transform marketplace visibility and fuel sustainable growth.