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From student idea to €2 million investment
Boombrush started with a simple frustration: why do people keep brushing with worn-out brush heads? Elias and his co-founder Roland came up with a solution: an electric toothbrush with a subscription model. Customers would automatically receive new brush heads: convenient and better for oral hygiene.
The idea caught on quickly. Boombrush grew from a student project into a serious business in no time. “Suddenly, we were in an office in Rotterdam, had our own customer service, and attracted investors,” Elias recalls. The biggest milestone? A €2 million investment from a dental chain, which allowed them to expand their product line and establish partnerships with dental practices.
What you don’t learn from a growth chart
With growth come new challenges. Elias learned that more ad budget doesn’t automatically lead to more revenue. “It’s tempting to just increase the spend, but without a solid creative strategy, you’re often wasting money,” he explains. At Boombrush, they tested everything: personas, landing pages, paid campaigns. Elias emphasizes that the real work lies in aligning your brand, messaging, and target audience.
Expanding from one product to multiple variants brought its own complexities. “We had to rethink how to position the brand more broadly without losing focus.” External factors also played a role, like working with dentists and managing the logistics of recurring shipments.
The power (and pitfalls) of subscription models
Boombrush ran on a subscription model, and it proved a strong proposition if executed well. “It lowers the threshold for customers and provides recurring revenue,” says Elias. But it's not a guaranteed win. “Your product needs to offer real value, or people will cancel just as quickly.”
Elias also stresses the importance of a strong onboarding experience: “The first impression of your product determines everything. Your communication, packaging, and service all need to align.”
Learning from mistakes, and continuing to evolve
Elias openly admits not everything went smoothly. “At first, we tried to do everything ourselves from product development to customer service. But there comes a point where you have to let go and scale up.” That realization led him to take on a more strategic role, stepping back from day-to-day operations to focus on long-term growth.
The timing was just right. With a stable team and sufficient resources, Boombrush was able to professionalize further. The experience taught Elias the importance of having a clear focus, smart partnerships, and constant optimization.
E-commerce from a founder’s perspective: practical, creative, and data-driven
What makes the Boombrush story so relevant for other e-commerce brands? Perhaps the fact that it’s so relatable. The path to growth is rarely linear. Elias’ story shows how essential it is to stay agile, support decisions with data, and keep room for creativity.
He reflects on the journey with both humility and pride. “We made mistakes, but we learned a lot. And I apply those lessons every day whether it's about paid campaigns, a new landing page, or understanding customer behavior.”
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