Dormez Français × Bitwip: building a DNVB bedding brand, from blank page to online sales

How do you launch a 100% digital brand, from product design to e-commerce, in just 3 months? That’s the challenge we took on with Dormez Français, a new DNVB (Digital Native Vertical Brand) of high-end bedding, which Bitwip supported across the entire value chain: branding, identity, product design, photo shoots, Shopify site, acquisition, tracking and logistics.

A real entrepreneurial adventure, carried out hand in hand with the client, and a demonstration of our ability to create a DNVB bedding brand from a blank page. Here’s how we turned an idea into a brand that draws interest… and sells.

The challenge: build everything, take everything digital

Dormez Français didn’t exist. The ambition was to create and grow a design-led, sustainable bedding brand sold exclusively online (a pure player), starting from a blank page.

The challenge: invent everything

Name, identity, visual world, product design, choice of materials, e-commerce experience, marketing and data tools: everything had to be invented, with a high-end, made-in-France positioning.

Why Bitwip?

Dormez Français chose Bitwip for our creative AND technical expertise, our ability to deliver fast and our command of a DNVB’s e-commerce challenges.

Our methodology: a 360° strategy built on 5 pillars

To meet this challenge, Bitwip rolled out a comprehensive strategy built around 5 complementary pillars.

1. Branding

• Creation of the name, the logo and the entire visual identity
• Design of the brand guidelines and typefaces
• Art direction on photo and video shoots
• Rollout of the brand world across all channels

To go further on this topic, find out how to build a strong visual identity.

2. Product design and art direction

• Co-design of the products: choice of materials, colors, textures
• Work on the sensory experience and the promise of comfort
• Support on photo and video shoots, indoors and out in nature

3. Shopify e-commerce

• Creation of a custom Shopify site (UI/UX, development, custom components and modules)
• Integration of branding and product content
• Implementation of custom components (from Figma to Shopify)
• Reassurance features: 100-night trial, fast delivery, made in France, secure payment, etc.

Still undecided about the platform? Read our comparison WordPress or Shopify: which CMS should you choose for your website.

4. Acquisition and tracking

• Orchestration of creative marketing campaigns and partnerships (co-branding)
• Implementation of client-side and server-side tracking (Google Tag Manager, Meta, TikTok Ads, Google Ads…) for precise monitoring and detailed analysis of marketing performance
• 30 to 40% more signals measured, better attribution and optimized ROI

5. Data and logistics

• Automated processing and export of data (orders, logistics, eco-tax, package and weight calculations)
• Real-time transmission to the logistics provider, with custom CSV data exports, to ensure service quality and optimize costs
• Fast delivery and reliable tracking, even for bulky products like bedding

Collecting and using data properly is a job in itself: we explain how to collect data by the rules.

A fast launch, a brand that’s already getting noticed

In less than 3 months, Dormez Français went from blank page to launch:

• a consistent, elegant brand, ready to stand out in a competitive industry;
• products designed down to the smallest detail, showcased by a high-end visual world;
• a premium e-commerce site, optimized for conversion and user experience;
• data and logistics management worthy of the finest DNVBs;
• first customers won over, a community taking shape and effective acquisition campaigns from the very first weeks.

Turning an idea into a brand that draws interest and sells, from blank page to customer delivery.

What makes the Bitwip difference

• 360° expertise: branding, design, tech, marketing, data, logistics.
• Business vision: we think “customer experience” AND performance.
• Agile methodology: speed and quality, no BS.
• Strong partnership with the client: transparency, creativity, co-creation at every step.

Explore more projects in our work and all of our services.

Frequently asked questions

What is a DNVB?

A DNVB (Digital Native Vertical Brand) is a brand born online that designs its own products and sells them online. Dormez Français is a pure player: its products are sold exclusively online.

How long did it take to launch Dormez Français?

Less than 3 months from blank page to launch, covering branding, product design, the Shopify site, acquisition, tracking and logistics.

Why set up server-side tracking?

Combined with client-side tracking, it captured 30 to 40% more signals, improved sales attribution and optimized campaign ROI.

Launching a DNVB or looking to boost your brand online? Bitwip supports you from A to Z, from branding to customer delivery. Let’s talk.