Leung’s transition from architecture to e-commerce was born from a simple observation: his own home cleaning supplies felt clinical and uninspiring. By sourcing plant-based, aesthetically pleasing products from small businesses, he created a platform meant to make chores feel like an uplifting ritual. The name Detoorp serves as a manifesto for his mission to detox environments and move away from harsh chemicals.
Building the brand required significant personal investment, with Leung initially dedicating his evenings and weekends to managing everything from web design to order fulfillment. While he once relied heavily on Google ads to drive traffic, the high costs eventually strained his mental health and eroded his profit margins. He has since shifted his strategy to focus on organic search results and AI-driven traffic, a move that reduced his monthly sales to between £500 and £800 but significantly improved his bottom line and peace of mind.
Today, the operation is leaner, requiring only 6 to 10 hours of his time per week. By outsourcing fulfillment and focusing on customer relationships, Leung has managed to balance his full-time design career with his growing business. With three own-label products now in his catalog, he views this current phase as a sustainable foundation for his long-term goal of taking the company full-time.
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