Scaling a 70-year-old French luggage house into a record-breaking U.S. direct-to-consumer engine — through data-driven creative, full-funnel media buying and integrated email.
Delsey has a rich brand history spanning over 70 years, with a firm presence in retail stores across the United States. Despite that retail success, the company recognised the untapped potential of its D2C e-commerce channel.
Its existing agencies — skilled individually — struggled to build a fully integrated strategy. Wild Marketing was brought in to drive online sales, position Delsey as a U.S. D2C leader, and grow brand awareness.
Previous approach — static product shots with discount badges
Diverse, data-driven creative built for every stage of the funnel.
Unit economics, profitability and AOV optimisation at the core.
All paid media and email under one roof — closing the creative loop.
We built content for every stage of the customer journey — so Delsey's message landed from first impression to final purchase.
Brand awareness & reach
Product features & benefits
Conversion & offers
We leaned into Delsey's French heritage and partnered with iconic brands to expand reach — Benetton ("Spring Splash"), Peugeot ("Voyages") and Jeep.
Benetton — Spring Splash
Peugeot — Voyages
Jeep — lifestyle
Photoshoot — Paris
Photoshoot — Lanzarote
Producing ~15 videos per month and ramping to 180 assets for Black Friday — with Wild Marketing providing creative direction on set. Concept to live ad in 14 days.
We launched variants of winning creatives and scaled the top performers to maximise return on ad spend.
The "Conversion — Spring" Feed creative returned 6.16x ROAS — over 2× the account average — generating $9,282 in sales from $1,506 in spend, at the lowest cost-per-acquisition in the set: $36.73.
Live creative testing — every creative tracked on spend, ROAS, purchase value & CPA
| Creative / Campaign | Format | Spend | ROAS | Purchase Value | CPA |
|---|---|---|---|---|---|
| Conversion — Spring | Feed | $1,506 | 6.16x ★ | $9,282 | $36.73 |
| All Audiences — Spring | Instant Exp. | $1,784 | 2.82x | $5,030 | $71.35 |
| All Audiences — Spring | Instant Exp. | $1,644 | 2.12x | $3,489 | $126.44 |
| Chatelet Exclusive Sets | Image | $710 | 2.05x | $1,453 | $177.54 |
| Chatelet Exclusive Sets | Image | $735 | 2.04x | $1,496 | $105.01 |
| Easter 25% Off — All Aud. | Image | $1,154 | 1.80x | $2,076 | $144.20 |
Ads-launched performance — spend vs. results
We took a holistic view of Delsey's profitability — margin analysis, SKU economics, bundling and forecasting.
| Metric | 2022 (pre) | 2023 (with Wild) | Change |
|---|---|---|---|
| Gross Sales | — | $6,825,300 | Record year |
| Net Sales | — | $5,652,574 | 2024 target: $9.82M |
| Operating Profit | ~$1.9M | $2,402,914 | 35.21% margin |
| Peak Contribution Margin | — | $660,649 | 43.90% — Nov 2023 |
| Brand Awareness Spend | ~$1,000,000 | $300,000 | ↓ $700K reinvested |
| Gross Profit (monthly peak) | $190,000 | $266,000 | +25% |
Sales 2023 vs 2024 — month by month
Target % achieved — outperforming every month
Total media spend (Google + Facebook) — efficiency held while scaling into peak
AOV vs. share of set revenue — a clear positive correlation
Increasing AOV was one of the highest-impact levers we pulled. By shifting the product mix toward higher-value luggage sets and layering in upsells, AOV climbed across the board.
In-cart upsell — "Goes great with"
2-piece set — $562 ($749 value)
Product-page set upgrade
The Chatelet Air 2.0 2-Piece Set alone generated $29,999 at a $535.70 AOV.
Bringing all paid media and email under one roof aligned every piece of creative and copy — and unlocked incremental revenue at every stage.
The problem — more agencies, more communication chaos
The solution — one integrated, multi-disciplined team
Campaign performance — $26,995 conversion value
Flow performance — $95,220 conversion value
As we scaled Meta, Delsey asked us to take over Google and Pinterest too — enabling real-time budget reallocation, consistent creative across channels, and true MER visibility.
Delsey achieved its two highest sales dates in brand history during the 2023 Black Friday & Cyber Monday weekend — totalling $743,317, up 16% on 2022.
24 Nov 2023 — $267,861 (+30% vs 2022)
27 Nov 2023 — $215,222 (+14% vs 2022)
| Result | Figure | Significance |
|---|---|---|
| Gross Sales 2023 | $6,825,300 | Full-year e-commerce record |
| Net Sales 2023 | $5,652,574 | Strong retention on gross |
| Revenue Growth YoY | +30% | vs. prior full year |
| Operating Profit 2023 | $2,402,914 | 35.21% margin |
| Peak Contribution Margin | $660,649 | 43.90% — November 2023 |
| Best-Performing ROAS | 6.16x | Conversion creative — $36.73 CPA |
| Q2 & Q3 vs Target | +13.92% | Sales above set targets |
| BFCM Weekend Sales | $743,317 | +16% vs BFCM 2022 |
| Record Day #1 (24 Nov) | $267,861 | All-time record — $137,251 margin |
| Record Day #2 (27 Nov) | $215,222 | 2nd highest — $102,326 margin |
| Email Revenue / Flow (peak) | $104,168 | April — post-takeover |
| AOV Growth (QTD) | $217 → $238 | +10% |
| Best Set AOV | $535.70 | Chatelet Air 2.0 — 2-Piece Set |
| Luggage Sets Revenue Share | 10% → 21% | +11 percentage points |
| Brand Awareness Spend Cut | ↓ $700,000 | $1M → $300K, reinvested |
We had worked with agencies before and they weren't on top of their stuff in terms of creative. You guys told us you'd take over the whole creative process — which was a big weight off our shoulders.— Delsey Paris
Wild Marketing delivers record-breaking e-commerce results through data-driven creative, full-funnel media buying and integrated email marketing.
Get in touch with Wild Marketing →