Founding and Selling of an E-Commerce CompanyFashion shoes for the digital world

Starting in the basement, Businessincub's founder Dr. Dominic Oertly brought an own lifestyle brand DOVIA to the stage of the NRJ Fashion show.

The Zurich-based dovia GmbH was running a self-titled online shop and was constantly aiming for innovation in the Swiss digital market for shoes and accessories. Clearly focused on young, fashion-conscious women, the offerings included a diverse array of shoes from the company’s own brand DOVIA and complementary accessories. 


Since its launch in 2014, DOVIA, as an E-Commerce Startup, made quite an impression on Swiss customers. With a passion for quality and service, the company established a shop that was highly frequented. Accompanied by social media pages including a Facebook page with around 25,000 fans, DOVIA was attracting a growing crowd of fashion lovers.

Primarily, DOVIA was selling products by its own brand DOVIA. In finding the latest collections, DOVIA’s product management team was analysing current trends and subsequently translating their findings into collection choices. One key to the shop’s success was its willingness to surprise its audience. Often the collection included extravagant, colorful items that one cannot find anywhere else.

Next to the product quality, DOVIA was putting a great emphasis on its service developments. As a dynamic and innovative company, it was the first Swiss online shoe seller with a Same Day Delivery option. Next to the delivery service, the online shop helped customers by using a live chat tool. As a further development, DOVIA also launched a brand and an online shop called DOVIALUX for high-quality fashion jewellery. 


Here are the key achievements:

  • Establishment of an E-Commerce company in the lifestyle sector with physical products (shoe brand: DOVIA) with logistics and up to 120 orders/day;
  • Clarifications with public authorities, elaboration of corporate documents (foundation, capital increase), general terms and conditions, contracts, cooperations;
  • Participation of the brand DOVIA at the NRJ Fashion Show @ Westside;
  • Operation of a pop-up store in the shopping and experience center Westside in Bern;
  • Successful sale of the company in 2019 (Share Deal Exit).