How Cozy and Julie Zangenberg Are Using Live Shopping to Build a Thriving D2C Brand

Cozy ApS, a Danish company specializing in loungewear for women, is revolutionizing how businesses engage with customers through Live Shopping. At the forefront of this strategy is Julie Bagh Zangenberg , a well-known Danish TV star and CEO of Cozy, whose live events generate a remarkable 80% of the company’s weekly revenue.

From Crisis to Reinvention

Founded eight years ago, Cozy initially thrived through a network of over 160 retailers. However, the COVID-19 pandemic forced the company to rethink its strategy. With the support of a new investor – the world-famous singer and song-writer, Medina - Cozy transitioned to a 100% online model, placing Live Shopping and social media sales at the core of its business. This reinvention has empowered Cozy to control the entire customer journey while creating a deeper connection with its audience.

The Power of Live Shopping

Julie Zangenberg goes live every Thursday, hosting events that have become the cornerstone of Cozy’s sales strategy. In fact, these sessions drive 80% of the week’s revenue thanks to their exceptionally high conversion rates.

"Live Shopping boasts a conversion rate that's miles ahead of regular Social Media campaigns or Email Marketing campaigns," says Julie. On average, 300-500 viewers tune in to each live session, with even smaller events attracting significant sales due to the intimate and interactive format.

Cozy also incorporates “mini-lives” throughout the week—short, engaging events often held during lunch breaks to introduce new products. These smaller-scale events demonstrate that success in Live Shopping doesn’t depend solely on audience size but on the quality of engagement.

Social Media as a Sales Engine

Cozy’s entire business model revolves around online sales through social media and their webshop. This strategy reflects broader consumer trends: according to a recent analysis by Dansk Industri (DI), 18% of Danish online shoppers have participated in Live Shopping within the past six months. Many Danish businesses, including Cozy, have embraced this trend, particularly during the holiday season, where live sales have become a game-changer.

As DI highlights, live sales have played a critical role in helping businesses meet the holiday demand, with packages flying out the door faster than ever.

Why Cozy is All-In on Live Sales

For Julie Zangenberg, Live Shopping isn’t just a sales tool—it’s a way to connect directly with customers and bring them into the Cozy universe. By controlling every aspect of the value chain and focusing on building relationships through real-time interaction, Cozy has created a business model perfectly suited for the digital age.

Julie’s story as an entrepreneur also highlights the broader potential of Live Shopping to transform e-commerce. Her advice for those looking to succeed with this approach includes:

1. Be authentic – Customers respond to genuine, unscripted moments.
2. Engage your audience – Interact, answer questions, and make viewers feel part of the journey.
3. Start small and iterate – Experiment with formats, learn from your audience, and adapt.

The Future of E-Commerce is Live

Cozy’s remarkable success demonstrates the growing importance of Live Shopping as a sales and engagement channel. As Julie Zangenberg’s experience shows, businesses that embrace this approach can not only boost revenue but also foster lasting relationships with their customers.

Whether it’s building excitement for a product launch or driving holiday sales, Live Shopping is proving to be a powerful tool for brands like Cozy to stand out in the competitive world of e-commerce.

Watch the full story (in Danish)

This story was covered by DI - Dansk Industri (DI), Denmark's largest business and employers' organization, representing over 19,000 companies across various industries. Their article also features a video of Julie where she talks about her company’s unique and inspiring journey. Watch the video here.

Photo credits: Danish Industry's website.