Case study · EMF Boutik
“EMF Boutik is now the UAE's number one source for high-quality baking ingredients and desserts. SOLID's strategic expertise harmonized perfectly with our commitment to premium products.”
EMF Boutik
Subsidiary of EMF Middle East
+81%
Avg. YoY growth
+24%
Returning customers
+10%
Average order value
The client
EMF Boutik, a subsidiary of EMF Middle East, leverages over 40 years of expertise in sourcing premium pastry and bakery ingredients. The online store caters to food enthusiasts, home bakers, and pastry aficionados across the UAE.
With a lineup of renowned brands and artisanal ingredients, EMF Boutik assures product traceability, quality, and authenticity — accompanied by instructional guidance from dedicated chefs. After a successful launch and continuous scaling, EMF Boutik is now the UAE's number one source for high-quality baking ingredients and desserts.
Food & beverage
United Arab Emirates
Shopify
D2C + B2B
The challenge
Originally one of the largest B2B distributors in the Middle East, EMF Boutik aimed to tap into the B2C market following the COVID crisis. They approached SOLID to set up their Shopify store, configure marketing accounts, and initiate campaigns across email, ad platforms, and social media — essentially building an entire D2C operation from scratch.
The constraints were clear from day one: budget and ROAS targets were defined that needed to be met before any scaling could happen. Every dirham of ad spend had to be accountable.
Our approach
We structured the engagement around two parallel workstreams: launching paid acquisition with strict profitability gates, and building the retention and organic engine that would compound growth over time.
Pillar 1
Pillar 2
Execution
We selected and configured a Shopify theme optimized for F&B e-commerce — fast-loading product pages, intuitive category navigation for 100+ SKUs, and a checkout flow designed to minimize abandonment. The store was built to showcase EMF Boutik's premium ingredient range with rich product imagery and chef-curated descriptions.
Before spending a single dirham on ads, we ran comprehensive strategy sessions and audience analysis to identify the most promising target groups. Home bakers, pastry enthusiasts, and professional chefs in the UAE each required different messaging, creative, and channel strategies.
We divided campaigns into segmented Search and Shopping initiatives, highlighting different product categories to enable more precise targeting. Systematic A/B testing pinpointed both the most valuable audiences and the best-selling products, letting us reallocate budget to what was actually converting.
We crafted Klaviyo automations that engaged users at every stage of the sales funnel — welcome sequences, browse and cart abandonment flows, post-purchase follow-ups, and win-back campaigns. Alongside automations, we developed custom newsletter templates and a content calendar to keep the audience engaged with recipes, tips, and new product drops.
We implemented strategic social media management to boost organic reach — driving awareness and engagement without increasing ad spend. Content featured behind-the-scenes chef tutorials, product spotlights, seasonal recipe inspiration, and user-generated content that built community around the EMF Boutik brand.
Creative showcase
A look at the product-led creative used to bring the brand to life across channels and reinforce its premium positioning.
Results
EMF Boutik's commitment to premium ingredients harmonized with our strategic expertise. Their innovative approach, combined with clear goals and a proactive attitude towards new strategies, paved the way for sustained brand growth.
Sustained, compounding growth across every metric — demonstrating that the strategy scales predictably, not just in one lucky quarter.
Cross-channel engagement, Klaviyo automations, and targeted retention efforts turned one-time buyers into loyal repeat customers.
Targeted marketing efforts built deeper customer trust, resulting in larger basket sizes and a willingness to invest in premium products.
How we work
Most agencies handle one channel. We built the entire D2C operation — store, ads, email, and social — as one integrated system.
Client feedback
“SOLID more than doubled our conversion rate.”
We hired SOLID for a large CRM project. I was looking for support with reacquisition and reactivation campaigns, automations, and a revamp of our newsletters. SOLID overachieved their goals, and more than doubled our projected conversion rate.
Torsten Müller
VP of Growth
“A year of steady profitable growth!”
SOLID transformed our advertising strategy across 6 European markets. Their expert management of search, shopping, and social ads resulted in a remarkable tenfold increase in turnover and a consistently profitable ROAS.
Victor Borsche
CEO & Founder, OneEarPod
“My numbers have increased steadily and profitably.”
I never would have imagined that we could achieve so much, so quickly. They put so much effort into helping us grow and answering our questions. My numbers have increased steadily and profitably under their management.
Annie Sands
CEO & Founder, Sugarbabies
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