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Case study
Cook & Pan
About the brand
Cook & Pan
Cook & Pan was founded by Teun, a young entrepreneur who read in the newspaper that many people still cook daily with toxic cookware containing PFAS. Coming from a background in the furniture industry—where even the smallest piece of wood requires certification—he could not understand how products used for preparing and consuming food are still allowed to contain so many harmful substances.
He subsequently spent several years developing his own collection, with a strong focus on both design and health. The first batch of pans, intended to cover six months of inventory, sold out completely within two weeks. Since then, the company has experienced rapid and continuous growth.
The mission of Cook & Pan is to enrich at least one million kitchens with beautiful, responsible products. The pans are designed to be displayed on the wall as a design statement—made to be seen rather than hidden away. While the current collection focuses primarily on cookware, it will be gradually expanded with additional products that follow the same design philosophy and guiding principles.
The Challenge
Rapid growth meant that Cook & Pan had to scale across many areas simultaneously. Reaching one million people within a few years is only possible if customers are genuinely satisfied with both the brand and the overall customer experience.
A key part of this experience is communication before and after the purchase: how customers are supported in choosing the right product upfront, and how they are guided after purchase with relevant information and service.
Cook & Pan was therefore looking for an agency that could:
- Set up a large-scale CRM and email project within a short timeframe
- Allocate sufficient capacity to support this rapid growth
- Go beyond simply “building nice emails” and actively think along about the entire customer journey and long-term loyalty
They spoke with several parties (approximately five agencies), including agencies with a strong IT focus but limited CRM expertise, as well as parties that immediately presented a paid audit before any initial conversation. Ultimately, Cook & Pan was looking for a partner that combines deep Klaviyo expertise with strong project management skills and the flexibility to move quickly.
Our work
- Comprehensive customer journey and communication audit, including strategy
- Optimization and improved configuration of Klaviyo (including consent optimization)
- Optimization of pop-ups and incentive testing
- Optimization and expansion of existing flows, reducing discounts while increasing motivation and relevance in product recommendations
- Addition of missing pre-purchase flows
- Development and implementation of loyalty and referral programs
- Implementation of back-in-stock functionality
- Optimization of post-purchase flows to increase relevance
The Results
According to Martijn, the collaboration with Polaris Growth has made a significant impact—particularly on the quality of the customer journey:
- The customer journey has improved substantially
- Customers have a clearer understanding of what to expect after their purchase
- They receive more relevant information and follow-up support
- Prior to purchase, customers are better guided in choosing the right product and making optimal use of available offers
- The overall relevance of communication has clearly increased
This has translated into tangible business results:
- Higher revenue
- Improved conversion rates
- A larger share of total revenue generated through CRM and email
For Cook & Pan, the most important outcome is that this collaboration enables them to move more quickly toward their mission: enriching as many kitchens as possible, in a short period of time, with beautiful, healthy products.
CONTACT
Contact Polaris Growth
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