LX Matten

The brand

LX Matten makes design entrance mats, made to measure. It started in 2018 with a simple frustration: founder Sophia Tienstra couldn’t find a beautiful mat in the right size for her new Amsterdam home. She wanted a mat with a print, just like wallpaper. So she made it herself.

What began as a personal search grew into the brand that put design mats on the map in the Netherlands. Today LX Matten has sold more than 20,000 mats. Customers don’t describe a mat. They describe a hallway that finally feels finished.

The challenge

The category LX Matten created is growing, and so is the competition. Search demand for design mats keeps rising, while new players and copycats move fast. To keep leading, LX Matten needs growth that can be measured and repeated, not growth that depends on a few influencers or a single bestseller.

That starts with the basics. Marketing data has to show where customers actually come from. The creative has to be built for how people buy today, which is mostly on mobile. And every channel needs a clear role, from the first moment someone pictures their new entrance to the moment they enter their exact size in the calculator.

From the brand that created the category to the brand that keeps leading it.

Our approach

• Phase 1: foundation
  We set up reliable measurement and attribution, so every euro can be traced back to a result. At the same time we’re restructuring Google Ads and Meta around the brand’s real growth drivers: made-to-measure, the moments that trigger a purchase (moving house, a renovation, a new floor) and samples as a first step towards buying.
• Phase 2: creatives
  Together with LX Matten we’re building a brand foundation and a creative testing system. Mobile-first formats, real Dutch entrances, and the customer’s own language. We test one variable per round and keep track of what we learn
• Phase 3: scaling
  With a solid base in place, we scale the segments and designs that prove themselves, broaden the range beyond a single bestseller, and keep growing profitably.

Case in progress

Our partnership with LX Matten is in the foundation phase. We’re laying the groundwork for the next chapter of the original design mat brand, and we look forward to sharing the full results of this Incremental Marketing Optimization (IMO) journey soon.

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