Guts & Gusto: Lasting growth through a strong brand promise

The Guts & Gusto online store now also serves customers in Germany, Belgium and France. The founders did notice that German customers need a different approach. Dutch customers, for example, click on the ‘sales’ or ‘bestsellers’ page first. Henrike laughs: “Germans are apparently less interested in discounts, they click on ‘Impressung’ first. In Germany, certainty is very important, you do business ‘gründlich and pünktlich’.” The website takes this into account as well. It's important that customers don't get the chance to become irritated or have doubts about a purchase. Henrike: “We actually want the checkout to be very minimalist; paying should be as simple and clear as possible.” Guts & Gusto recently also started offering AfterPay | Riverty as a payment method in the online store. “It's really a service to the customer, because it gives some customers a bit more certainty when making a purchase. Plus, we're now big enough for it,” says Maarten.

The bold style of Guts & Gusto appeals to the average German customer. That's different again for the French. “French customers are much more feminine, they go for completely different garments,” Henrike explains. Looking ahead, Henrike would like to open physical stores in Germany and Belgium as well. Maarten adds some nuance: “We're obviously living in strange times, but you can count on there being Guts & Gusto stores abroad in the foreseeable future.”