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Written By Wonderbean Digital

Tielle

Homeware Ecommerce

Tielle Love Luxury is a premium bedding brand supplying both direct-to-consumer customers and hospitality trade partners, including boutique hotels, interior designers, and other luxury accommodation providers.

For over a decade, Wonderbean has worked alongside Tielle as a long-term strategic partner, evolving from a paid media agency into an extension of their in-house marketing team, supporting growth across every major digital channel.

Learn how Wonderbean helped Tielle achieve consistent year-on-year revenue growth through a fully integrated digital marketing strategy.

 

Wonderbean has driven consistent, profitable growth for Tielle for over a decade

x8

Consistent ROAS, rising to over 14 in peak periods

+23%

Digital revenue above target in 2025

10

Years of continuous partnership and growth

 

Challenge

Tielle operates across two distinct but interconnected audiences:

  • Direct-to-consumer, via its ecommerce website

  • Trade customers, including boutique hotels, interior designers, and hospitality partners

Each audience requires different messaging, journeys, and conversion strategies, while still maintaining a single, cohesive brand identity.

As the business grew, the challenge became less about individual campaigns and more about coordination, forecasting, and execution at scale:

  • Managing multiple digital channels without fragmentation

  • Ensuring content worked hard across paid, organic, and owned platforms

  • Aligning digital activity with commercial targets and long-term growth plans

  • Supporting an internal team without adding operational complexity

 
“Wonderbean have worked collaboratively with our internal Marketing Manager to deliver the digital marketing strategy. We have been impressed with the agility, expertise and proactivity that they’ve demonstrated, coupled with their strong ROI.”
— Catherine Morris, Managing Director, Tielle
 

Solution

Over a 10-year partnership, Wonderbean has evolved into Tielle’s in-house digital marketing function, working collaboratively with their internal Marketing Manager and wider partners.

Wonderbean now leads and manages:

  • Paid search (Google Ads & Microsoft Ads)

  • Paid social (Meta)

  • Organic search (SEO)

  • Organic social media

  • Influencer partnerships and management

  • Email marketing

Beyond channel management, Wonderbean works closely with Tielle’s web developers, content creators, PR, and creative teams, ensuring briefs are strategically aligned and content is designed to be repurposed across channels — maximising impact and efficiency.

The partnership also includes annual forecasting and performance planning, helping Tielle set realistic, ambitious revenue targets supported by data-driven channel strategies.

 

Strategy

Wonderbean’s approach for Tielle is built around integration, longevity, and commercial clarity.

Key pillars include:

  • Dual-audience strategy: Distinct journeys for DTC customers and hospitality trade partners

  • Channel integration: Paid, organic, influencer, and email strategies working together, not in silos

  • Content-led performance: Briefing content to support SEO, paid media, and social reuse

  • Collaborative execution: Acting as an extension of the internal team, not an external supplier

  • Forecast-driven planning: Aligning marketing activity with annual revenue targets

This structure allows Tielle to grow consistently without constantly rebuilding or rebriefing strategy.

Wonderbean Digital
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