Fabo

Fabo Agency for lifestyle & retail brands

30/08/2026

Since start 2023, we’ve continuously developed the setup alongside BY IC ambitions and growth. The initial challenge was clear: increasing ad spend also increased CAC.

Together, we built a more profitable full-funnel setup across Paid Social, Paid Search, attribution and retention, supported by ongoing influencer sparring and email workshops to upskill BY IC internal team.

The result:

📈 +60% revenue growth in Norway and Sweden
📈 +102,646 Instagram followers
📈 +59% growth in brand searches
📉 Significantly lower blended CAC

Today BY IC has a multi-channel setup focused on creating new demand and turning it into profitable growth across both its e-commerce business and wholesale channels.

Thank you to Martin and the entire BYIC team for the trust. We’re excited to keep building together.

Read the full case here: https://eu1.hubs.ly/H0xNTP80

28/08/2026

Influencer marketing is underrated.

Affiliate marketing is overrated.

Customer care is an overlooked brand touchpoint.

And if Alexander Morabbi were advising the CMO of a fast-growing DTC brand?
No discounts.

Comment “OMHU” and I’ll send you the full episode.

27/08/2026

When we filmed this video with Nicolae (COO at Venderby's), our partnership with Venderby’s was still relatively new.

Today, the partnership is running well into our third year together and the results speak for themselves.

📈 2024 YoY vs 2023: +58% in revenue and +145% in EBITDA
📈 2025 YoY vs 2024: +43% in revenue and +114% in EBITDA
📈 2026 YTD vs 2026: +56% in revenue and +84% in EBITDA

Behind the growth is a full-funnel setup at FABO that connects the commercial foundation, brand building, creative, paid social, Paid Search, and Email Marketing, turning attention into measurable commercial results.

This isn’t the result of one exceptional year or a single campaign. It’s the result of consistently improving the entire customer journey as the ambitions, expectations, and partnership have grown.

Thank you to Nicolae and the entire Venderby’s team for the trust. We’re excited to keep building together.

The video is from 6 months into the partnership. The numbers are completely up to date.

See the case study here: https://eu1.hubs.ly/H0xNQc90

27/08/2026

Premium doesn’t have to mean serious and inaccessible.

OMHU positions itself as a mid-to-high-end brand, borrowing cues from premium and luxury brands so its perceived value outweighs its price.

The difference? They remain playful, bold and accessible to a broad audience.

Comment “OMHU” and I’ll send you the full episode.

26/08/2026

More creative output doesn’t automatically create better performance.

OMHU produces a high volume of content, but they’ve moved away from obsessively testing every individual creative.

Instead, they focus on selecting strong concepts, creating enough diversity to reach different audiences and trusting the algorithms to distribute them.

The goal isn’t volume or production value in isolation.
It’s producing the right variety of good creative.

Qualume as Hormozi would call it.

Comment “OMHU” and I’ll send you the full episode.

Q4 performance is won long before Black Friday.Our Co-founder Christian and Lead Consulting & Strategist Simon recently ...
25/08/2026

Q4 performance is won long before Black Friday.

Our Co-founder Christian and Lead Consulting & Strategist Simon recently joined Meta’s Q4 Performance Summit to explore what will shape the most important commercial period of the year.

Our biggest takeaways:

→ AI-powered delivery rewards creative diversification. Brands need more distinct concepts, formats and messages, not simply more variations of the same ad
→ Creator content becomes significantly more valuable when distributed through partnership ads (a format that meta also pushes with proven lower than average CPM compared to using own brand as sender) rather than limited to organic reach
→ Platform attribution alone doesn’t show true business impact. Incrementality testing is needed to identify which sales advertising actually creates
→ Q4 planning shouldn’t end with Black Friday. While the US typically sees around four weeks of below-average CPAs after peak season, EMEA can see up to ten, an often-overlooked opportunity extending well into Q1.

We’re already applying the learnings to our clients’ Q4 strategies and will share a deeper breakdown for free from the Meta Summit soon.

Stay tuned.

25/08/2026

Most brands face the same creative tension:

Stay consistent & distinct enough to build a recognisable brand — but create enough diversity for the algorithms to find new customers.

Alexander Morabbi, CMO at OMHU, believes fewer than 1% of e-commerce brands have truly nailed that balance.

OMHU protects consistency across its website, email and organic social, while allowing significantly more experimentation in paid acquisition.

Because social-first brands can’t afford to make every ad look the same.

Comment “OMHU” and I’ll send you the full episode.

24/08/2026

One hero product can make your business remarkably simple.

Fewer SKUs. Less complexity. More data. And a much sharper understanding of how to market the product.

But it also creates a ceiling: retention becomes harder, upsells are limited, and successful products attract copycats.

Alexander Morabbi, CMO at OMHU, explains the trade-offs behind building OMHU around the TEDDY sofa.

Comment “OMHU” and I’ll send you the full episode.

23/08/2026

Discounting is easy to start and incredibly difficult to escape.

After building his own brand, running an agency and working with some of Scandinavia’s biggest e-commerce companies, Alexander Morabbi (now CMO at OMHU) biggest lesson is simple: If you’re building a lifestyle brand, avoid becoming dependent on discounts from the beginning.

Otherwise, the short-term cash-flow fix can quickly become a permanent downward spiral.

Comment “OMHU” and I’ll send you the full episode.

21/08/2026

Products can be copied. A complete operating system is much harder to replicate.

OMHU moat isn’t only the TEDDY sofa.

It’s the combination of a distinct brand, growing awareness, DTC distribution, first-party customer data and a social-first marketing strategy.

The product gets attention.

The system around it builds the advantage.

Comment “OMHU” and I’ll send you the full episode.

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