In short
- Seven figures: of revenue were lost in Q4 2025 because the stock wasn't there.
- 98%: availability, up from stockouts of up to 20 percent.
- 87%: inventory efficiency: 9 out of 10 euros in the warehouse are really working.
Few brands in the DACH market grew faster in 2026 than Elusa. That growth became the risk: when stock doesn't grow with demand, revenue is left on the table.
At the end of December 2025, founder Emirhan brought in VOIDS. Today, availability is at 98 percent.
Who is Elusa?
| Brand | Elusa, founded by Emirhan, team in Göttingen, Germany |
|---|---|
| Growth | one of the fastest-growing brands in the DACH market |
| With VOIDS since | end of December 2025 |
| Support | personally by VOIDS founder Jannik Semmelhaack, calls every few days |
| Product | fragrances, perfume oils, room fragrances |
| Reach | over 250,000 customers, 28 countries (elusa.de, 11/2026) |
| Website | elusa.de |
Elusa sells fragrances: extrait de parfum, perfume oils, room fragrances and scent mists. According to its own website (as of November 2026), more than 250,000 people have ordered from Elusa, there are over 22,800 reviews, and it ships to 28 European countries.
With a pop-up store in Cologne, Elusa is now also present offline. The team is based in Göttingen.
What problem did Elusa have?
When you grow this fast, a revenue target alone isn't enough. Stock has to keep up. At Elusa it didn't: in Q4 2025 alone, seven figures of revenue were lost because the products weren't available.
At times, 20 percent of items were out of stock.
Why is a fragrance range hard to plan while growing?
A fragrance range grows wide: many scents, several formats, plus testers and seasonal products like an advent calendar. Every variant is its own SKU with its own demand. When a brand wins new countries and new customers at the same time, demand rises faster than the sales history shows. Every new channel, whether online shop, marketplace or pop-up store, also needs its own stock.
That is exactly what happened in Q4 2025: demand was higher than what had been ordered. According to IHL Group (2023), out-of-stocks and overstocks cost retail around $1.77 trillion a year worldwide. For a growing brand, the bigger lever is often the missing stock, not the excess.
What did VOIDS change at Elusa?
Jannik Semmelhaack took over the account personally, with a call every few days. The forecast showed early how much stock would be missing. The message was clear: if Elusa didn't reorder within the next 7 to 14 days, several million euros of revenue would be lost over the following 120 days.
Emirhan reordered and pushed the supplier to deliver faster.
How does VOIDS plan purchasing for Elusa?
According to Jannik Semmelhaack (Commerce Roundtable, October 2026), VOIDS forecasts more than 200,000 SKUs for merchants worldwide. Five things set the forecast apart from an Excel plan: historic stockouts are corrected so demand isn't underestimated. Seasonality and campaigns like Black Week are modelled separately. Every sales channel gets its own forecast. New products with little history are planned with their own launch curve. And cannibalisation between products is taken into account.
According to Semmelhaack, many brands update their plan only every four to twelve weeks. VOIDS recalculates the forecast every week and shows stock, inbound and sell-through per channel for every SKU. Each SKU has a safety period and an order cycle, and the order suggestion follows from them. At HYROX, forecast accuracy was 32 percent higher in a direct comparison with the team's own manual plan.
At the start, VOIDS analyses the last 12 to 24 months for every new customer: how much revenue was lost because stock was missing, and how efficiently is the existing inventory working? That produces the business case the collaboration can later be measured against.
At Elusa, speed came first. The forecast showed which items would be missing over the next 120 days, which led to the reorder within 7 to 14 days. Since then, VOIDS sets order quantities based on current growth, not on last year.
Growth and efficiency don't rule each other out. Despite faster reorders, inventory efficiency is at 87 percent: 9 out of 10 euros in the warehouse sit in products that sell. On Trustpilot, Elusa is rated 4.7 out of 5 stars, according to its website.
What results did Elusa achieve?
| Metric | Before | With VOIDS |
|---|---|---|
| Stockouts | up to 20% at times | 98% availability |
| Inventory efficiency | not measured | 87% |
| Revenue in Q4 2025 | seven figures lost | reorder within 7-14 days |
According to VOIDS founder Jannik Semmelhaack (LinkedIn, 2026):
- Availability up from stockouts of up to 20 percent to 98 percent
- 87 percent inventory efficiency: 9 out of 10 euros in the warehouse are really working
Making the right buying decisions every single day, this is tough.
When you grow this fast, your revenue target alone isn't enough. Your stock has to keep up.
What can you learn from this?
- Fast growth makes the inventory problem worse: the forecast has to grow with demand, not with last year. Demand planning with VOIDS
- Lead times are part of the plan. Knowing them tells you when you have to order.
- The free check shows how much revenue out-of-stocks are costing you right now. Open the OOS tracker
Sources:
- Jannik Semmelhaack on LinkedIn about Elusa
- elusa.de, homepage (accessed November 2026)
- IHL Group: Inventory Distortion Study 2023 (RetailTouchPoints)
- Jannik Semmelhaack and Jochen Möller at Commerce Roundtable (YouTube, October 2026)
Frequently asked questions
What was the problem at Elusa?
Elusa is one of the fastest-growing brands in the DACH market, but its stock did not grow with it. In Q4 2025 alone, according to VOIDS founder Jannik Semmelhaack, seven figures of revenue were lost because products were missing. At times, 20 percent of items were out of stock.
What did VOIDS achieve at Elusa?
Availability is now at 98 percent, after stockouts of up to 20 percent of items. Inventory efficiency is at 87 percent. According to Jannik Semmelhaack, that means 9 out of 10 euros tied up in Elusa's warehouse are really working for revenue.
Since when has Elusa worked with VOIDS?
Since the end of December 2025. Founder Emirhan reached out after seven figures of revenue had been lost in the fourth quarter. VOIDS founder Jannik Semmelhaack took over the account personally, and in the early phase there was a joint call every few days.
What does 87 percent inventory efficiency mean?
The metric shows which share of the inventory value sits in products that actually sell. At Elusa it is 87 percent, so according to Jannik Semmelhaack 9 out of 10 euros in the warehouse are working. The remaining part of the inventory value ties up capital without contributing to revenue.
Why is fast growth a risk for inventory?
A fast-growing brand sells more than recent months suggest. If you order based on the past, stock runs out too early. That is why a revenue target alone was not enough for Elusa: without reordering within 7 to 14 days, several million euros of revenue would have been lost over 120 days, according to VOIDS.
What does Elusa sell?
Elusa sells fragrances, including extrait de parfum, perfume oils, room fragrances and scent mists. According to its own website (as of November 2026), more than 250,000 people have ordered from Elusa, there are over 22,800 reviews, and it ships to 28 European countries. The team is based in Göttingen.
How quickly did Elusa have to reorder?
Within 7 to 14 days. At the end of 2025, the VOIDS forecast showed that Elusa would otherwise miss several million euros of revenue over the following 120 days. Founder Emirhan reordered and pushed the supplier to deliver faster. Today, availability is at 98 percent.
What role did Jannik Semmelhaack play at Elusa?
VOIDS founder Jannik Semmelhaack took over the Elusa account personally. In the early phase, there was a call with founder Emirhan every few days. The forecast showed early how much stock would be missing over the next 120 days, and that led to the reorder within 7 to 14 days.
Increase availability. Reduce capital tied up in stock.
Find your biggest procurement lever in an inventory audit.
Jannik Semmelhaack · CEO & Founder, VOIDS
Jannik is founder and CEO of VOIDS. He writes about AI-powered demand forecasting, inventory optimization, and supply-chain strategy for DTC brands.
Reviewed by Jannik Semmelhaack, founder and CEO of VOIDS.
Jannik checks every article for factual accuracy and practical relevance before it is published.