Scaling Without Losing Control: namuk’s Shopify, ReUse and Growth Strategy

Episode overview

Why do many eCommerce brands struggle to scale profitably, even when their product and marketing are already working?

In this episode, Jack Ananchenko sits down with Simon Bertschinger, Head of eCommerce at namuk, a Swiss premium outdoor kidswear brand built around quality, sustainability, and long-term growth.

Simon shares what it really takes to grow beyond a home market: entering new countries, managing logistics and returns, balancing paid and organic traffic, and building a tech stack that can support the business as it grows.

We also talk about namuk’s ReUse model: how it works in practice, why it supports the brand’s quality promise, and how it helps reach customers who are open to buying premium products secondhand.

In this episode, we cover:

• Why profitable growth is harder than growth itself
• What makes international expansion complex for a Swiss eCommerce brand
• How namuk balances paid traffic with organic brand building
• Why the tech stack becomes the foundation for scaling
• Why namuk moved from Magento to Shopify
• How they reduced external development work by around 100 hours per month
• What a growing DTC brand needs from a development partner
• How the ReUse model works in practice
• Why moving faster and testing earlier can matter more than overthinking every decision

If you are building or scaling a DTC brand, this episode gives a practical look at the decisions behind long-term eCommerce growth