Soften Candies is a luxurious recent chocolate model primarily based in London. Louise Nason began the enterprise in 2005 to offer herself and her younger household of chocolate lovers with high-quality, more healthy chocolate. Handmade in small batches by world-class chocolatiers from preservative-free substances, Soften shortly carved out a distinct segment for premium, sustainable treats.
Their goodies are made and offered via two London-based chocolate boutiques and on-line. Additionally they have an increasing wholesale enterprise.
Soften presents round 150 merchandise, with a give attention to seasonal relevance and inventive storytelling. By persevering with to mix luxurious and craftsmanship, Soften Candies delivers each scrumptious confections and chocolate experiences via in-store occasions and subscriptions to its rising base of loyal clients.
We spoke to the staff at Soften Candies to be taught extra about how improved ecommerce efficiency helps them take their merchandise from Notting Hill to the remainder of the world.
Since switching to WooCommerce and Klaviyo, Soften has seen sturdy digital development.
- At the moment processing round 10,000 on-line orders per 12 months.
- Of the entire income, 60% now comes from ecommerce.
- Common order worth of £80.
Their platform helps each direct-to-consumer gross sales and a rising variety of wholesale partnerships — all whereas sustaining the model’s signature give attention to design, freshness, and presentation.
Submit-pandemic demand for Soften Chocolate’s merchandise surged. It grew to become clear that they wanted methods that might meet the necessity to scale with out compromising on high quality or creativity.
Their earlier platforms lacked the flexibleness and stability required for this part. Including updates, customization, and buyer engagement have been all harder than they need to have been.
Their clients have been turning into more and more health-conscious, seasonally responsive, and value-driven; Soften knew it needed to keep not simply related however agile, requiring the fitting know-how to assist that shift.
Soften Candies migrated to WooCommerce in 2021, giving them full management over how their web site appears to be like and features.
Our scale wanted to maintain up with the demand — we moved to WooCommerce and Klaviyo and by no means seemed again.
— Neus Torreblanca Guerrero, Common Supervisor at Soften Candies
Environment friendly customization tailor-made for campaigns, product drops, and seasonal updates grew to become easy to execute. Visible storytelling is less complicated with a versatile frontend and an intuitive backend expertise. WooCommerce is powering:
- Seasonal homepage refreshes and marketing campaign launches.
- Pop-ups for reductions and publication sign-ups.
- Buyer loyalty rewards.
- A clear, immersive web site design that displays the standard of the product.
Past design, WooCommerce delivers crucial reliability and ease of use. Points like web site crashes have disappeared. Updating or extending performance is quicker and easier.
Individuals purchase via the eyes — combining performance with creativity within the look of the web site has been an enormous think about our success.
— Neus Torreblanca Guerrero, Common Supervisor at Soften Candies
In October 2022, Soften added Klaviyo to its stack, and the outcomes have been vital. With Klaviyo’s superior segmentation, automation, and design flexibility, Soften now delivers extra focused and extra participating communications at scale. Over simply the previous six months (on the time of writing), Soften has seen a 12.9% enhance in subscribers, pushed primarily by a ten% off pop-up on the homepage for brand spanking new sign-ups.
Klaviyo’s integration with WooCommerce made it straightforward to attach ecommerce efficiency with advertising flows. Throughout core automated e mail flows, the model has additionally seen clear income development when evaluating the previous six months to the identical interval in 2024:
| Electronic mail or e mail sequence | 2024 (6 months) | 2025 (6 months) | Improve in recovered income |
| Deserted browser | £0 | £1.5K | – |
| Deserted cart | £100 | £2K | 1,900% |
| Deserted checkout | £4.5K | £12K | 167% |
| Submit-purchase (2-week follow-up) | £3K | £4K | 33% |
| Welcome e mail | £27K | £53K | 96% |
Sustaining a constant model expertise at scale
The hot button is the power to scale whereas remaining on-brand. Soften is happy with the seamless stability between design, perform, and storytelling that WooCommerce and Klaviyo assist. Whether or not it’s launching a seasonal marketing campaign, working a brand new workshop, or onboarding wholesale companions, the platforms are intuitive, dependable, and empowering.
Soften Chocolate’s clients are extremely attentive to seasonal promotions, which they will now construct with out sacrificing model tone or aesthetics.
With the addition of extra video content material sooner or later, the flexibleness to evolve seamlessly is crucial.
We would have liked instruments that might develop with us, and each WooCommerce and Klaviyo gave us the flexibleness to evolve whereas staying true to our inventive, customer-first roots.
— Neus Torreblanca Guerrero, Common Supervisor at Soften Candies
Trying to the long run, the main target is on worldwide development and creating a brand new B2B web site for wholesale clients.
With a digital infrastructure in place to drive its international ambitions, Soften Candies is able to present a world-class multichannel expertise whereas preserving the artistry they’ve been recognized for for the reason that starting.
Vanessa has spent her profession writing useful issues for folks throughout the tech area. Outdoors of labor, she enjoys coaching for triathlon, rotating via hobbies, and exploring new locations each city and pure. She has two fluffy cats, maintains just a few succulents, and has far too many books on her TBR shelf.
