Isabelle Dumortier (Tutu Shop) reveals the recipe for a successful web shop

Who says young people do not have an entrepreneurial spirit? Isabelle Dumortier was only in her early twenties when she launched her first web shop. Today, Tutu Shop is on the verge of an international breakthrough.

From pilot material to tutus

Isabell Dumortier launched her first international web shop when she was eighteen, selling pilot equipment. She experienced the harsh realities of the eCommerce trade and even though she learned a lot, the web shop was not a success.

The one thing she did realize is that she had a passion for digital marketing. Once she was twenty, she joined web agencies like Square Melon and Emakina and became the driving force for several high profile marketing campaigns, created for companies like Coca-Cola, Auping, the Flemish government, Bavaria brewery, Estée Lauder and Unilever.

Tutus go physical and global

Despite all these activities, she had to sooth her retail drive and that is how the Tutu Shop web shop came to life. When she organized a bachelorette party, she found that the timeless girl’s fantasy was nearly nowhere to be found.

The online shop quickly became an omnichannel experience, with pop-up shops in Knokke and Antwerp in 2016. There is also a physical Tutu Shop in Wijnegem Shopping Center right now, but the international stage is beckoning: there are negotiations for physical stores in Ibiza, Paris and possibly New York.

How did she manage all this? You will hear her story at the RetailDetail Congress on 27 April. You can now register here, because there is only a limited amount of tickets.