Dolly League Update
Dear Dolly League members,
It has been a while since our last update, but in this case, no news is very good news. We closed 2025 on a strong note and are proud of the progress we have made, thanks in part to your investment and continued trust.
We are still running with a small but highly efficient team, staying sharp and focused every day on building the brand. While many of you follow our journey across social channels, we wanted to share this long-awaited update with you directly. The numbers reflect solid progress, and we believe they are something to be proud of. We hope you feel the same.
Looking ahead, we have an exciting 2026 ahead of us, with plenty in the pipeline. We will keep you posted and promise to stay closer to the ball when it comes to future updates.
- Eline & MJ
2024 → 2025
in 2025
acquired in 2025
Biggest drop day vs 2024
The Lace Drop (June) generated 888 orders in a single day - 5x larger than the biggest day in 2024. Press launch at Morgan & Mees was a huge success.
Meta & Instagram Ads driving growth
Started investing consistently in paid social since mid-2025. The results: significantly more new customers per drop, with every campaign building on the last.
Return rate (industry: 30-35%)
Steady return rate around 20% - well below the women's fashion industry average of 30-35%. A sign of strong product-market fit and accurate sizing.
Instagram growth
From 30.2K followers (April 2024) to 42.1K today. Organic, community-driven growth fueled by brand shoots, styling content, and loyal fans.
Lace Drop (June) - Breakout moment. 888 orders in one day, 36% new customers. Press launch at Morgan & Mees was a huge success.
Fleece collection - Success story after a small intro in early 2025. Proved the brand can expand beyond its core categories.
Party Drop - Introduced as a new concept. Long-tail holiday revenue pattern with strong returning customer engagement.
End of Summer (August) - Second-biggest launch day of 2025 with 506 orders. 31% new customers at full price.
vs Q1 2025
in Q1 alone
all-time low
Two record-breaking launches
Both the January Ski drop and March drop rank in the top 3 biggest launch days in Dolly's history. March generated 35% more orders with 2.5x more new customers than January.
Sold-out items within days
January drop: 3 items sold out within 2 weeks, one within just 2 days. Demand consistently outpaces supply on hero pieces.
February: strongest valley ever
Between drops, February 2026 outperformed February 2025 by +69%.
Smarter production, stronger margins
Focused on upgrading our production network and working more efficiently with suppliers - keeping more of every euro earned. Return rate dropped to 16%, well below the 30-35% industry average.
eCom Ads partnership
Data-driven drop strategy, Shopify platform upgrades, Klaviyo email optimization. Professional e-commerce operations for the next growth phase.
Content evolution
What's next
- Improving efficiency across production, design, and operations to strengthen margins
- Doubling down on content and creating a stronger mix between the offline and online world
- Focus on collaborations and exciting new partnerships
Dolly Sports · Dolly League Update · March 2026