About us
Three siblings who take your growth as seriously as their own
We know how your day-to-day feels – because for years we built up an online shop ourselves, with all the sleepless nights and hard decisions. Social Cooks is three siblings who took their own brand from 0 to over €50m in annual revenue. It's exactly this knowledge that we put to work for your growth today: no consultant-speak, no off-the-shelf playbooks – only strategies we've paid for, tested and proven ourselves.
Founders, not classic consultants
It all started in 2014 in a childhood bedroom: Roxana, then 18, had the idea for her own fashion label – and after a conversation with our father, the Skype call between us siblings happened that same evening. SASSYCLASSY grew into a fashion lovebrand with over €50m in annual revenue and more than €150m in sales volume – 100% bootstrapped, built with know-how, worked-through nights and a healthy dose of stubbornness.
Retail runs in our family, by the way: our grandparents sold fashion, our mother is a designer, our father a producer. We're continuing in the third generation what we grew up with – just data-driven and on social media.
In parallel, we learned the craft at the source: while Boaz built the brand operationally in Munich, managing director Denys managed key accounts at Microsoft and Meta (Facebook) as a Client Solutions Manager, and Roxana learned at LinkedIn in Dublin how platforms and communities work from the inside. In 2021 everyone returned – and Social Cooks was born. This rare mix – founders who have delivered themselves, and big-tech insiders – goes into every decision we make for you today. Distilled from our own and 100+ client accounts into strategies that actually work.
Why does this matter for you? Because we've sat on your side of the table ourselves. We know the pressure when ROAS tips over, the warehouse is full and you're still supposed to scale. That's why we don't beat around the bush – we roll up our sleeves as if it were our own brand.
Our story
From a childhood bedroom to the OMR stage
- 2014SASSYCLASSY founded in a childhood bedroom – Roxana's idea, 100% bootstrapped
- 2017First proper office; Roxana finishes her degree in Nottingham and joins LinkedIn in Dublin
- 2018Denys moves from Microsoft to Facebook (Meta), managing key accounts
- 2020Move into a bigger warehouse – the brand keeps growing on its own steam
- 2021Roxana and Denys return – Social Cooks is founded
- 2022Denys on the OMR stage; OMR50 listing; TextilWirtschaft cover story “The data machine trio”
- 2024SASSYCLASSY passes €50m in annual sales – Social Cooks scales 100+ client accounts in parallel
- 2026SASSYCLASSY begins its international expansion – continued growth for brand and agency
The team
The people behind Social Cooks
Roxana is a co-founder of Social Cooks and an expert in branding, product, influencer & community – trained at LinkedIn in Dublin, proven with SASSYCLASSY, which was her idea at 18. She pairs creative brand-building with the agency's performance standards.
More about Roxana
Boaz is a co-founder of Social Cooks and the team's technical mind: since 2014 the eldest of the three siblings has built SASSYCLASSY operationally – from shop setup to tracking and product-data feeds. He turns technology into measurable performance.
More about Boaz
Denys is Managing Director of Social Cooks: ex-Meta, ex-Microsoft, OMR speaker. He thinks in contribution margin rather than reach and builds setups that scale profitably – learned inside the platforms themselves and proven with the family's own brand SASSYCLASSY.
More about DenysWhy us
Why you should work with us
Profitable growth, not just reach
In e-commerce, growth and profitability are often seen as opposites. We steer towards your contribution margin instead of click KPIs – and have proven the two can go together: with our own brand and across 100+ client accounts.
Founders, not classic consultants
We scaled our own brand from 0 to over €50m. On top of that comes big-tech experience straight from Meta, Microsoft and LinkedIn. We never recommend anything we haven't done ourselves.
Proven strategies, not a standard playbook
Across our own and 100+ client accounts, we've tested fitting strategies for every situation. We apply these patterns pragmatically for you – rather than an off-the-shelf approach.
Everything from one team, transparent
Whether a single service or a combined setup: full transparency over every number and every decision. We work as partners on equal footing – not as an interchangeable service provider.
Family spirit & passion
We are family first, agency second: short paths, honest words, a team that stands up for each other. Our clients feel exactly that – fixed points of contact who treat your project like their own.
Experience
Our wealth of experience
Over €150m in sales volume
Achieved with our own e-commerce brand over 12 years. This experience in scaling a business is priceless.
Over 12 years of e-commerce experience
From small start-up to established brand. We know the highs and lows of the industry from first-hand experience.
Big-tech expertise
First-hand know-how from time at Meta (Facebook), Microsoft and LinkedIn. We understand how the big platforms play.
Top marketing performance
Our own brand has for years been among the most active marketing brands in the DACH region – even without a big budget against established players.
Over 100 accounts tested
Across our own and 100+ client accounts, we've worked out fitting strategies for every situation – applied pragmatically and data-driven for you.
Visibility
From practice to the stage
When Germany's biggest marketing conference brings you onto the main stage, you've got something to say. Denys spoke at OMR to around 10,000 attendees about Feed Hacking and data-driven scaling – the same hands-on knowledge that flows into every client project of ours.
We're visible off stage, too: in 2022 our trio made the OMR50 with SASSYCLASSY, TextilWirtschaft dedicated its cover story “The data machine trio” to us, Roxana spoke at the TW Summit and Denys is a regular podcast guest (ChefTreff, among others). More on the team's profile pages.
Trusted by
Results earn trust.
Shall we get to know each other?
The easiest way to find out whether we're a fit is a free account check: we look into your setup and show you three concrete quick wins – no strings attached. No sales pitch, just an honest assessment from founders who have scaled themselves.