How Leckerlee Built a Seasonal Empire

Hey, it’s Arik.

One thing I’ve always found fascinating is how some of the most successful brands don’t do everything. They just do one thing really well, and stay ruthlessly committed to doing it their way.

Today, I want to share the story of a brand that’s mastered the art of seasonal success: Leckerlee.

I’ve been following them since we started working with them, and there’s something incredibly special about what they’ve built.

If you’ve never heard of them, they’re the go-to name for authentic German Lebkuchen, a chewy, spiced gingerbread-like cookie that’s been a holiday tradition for centuries. But behind the nostalgic aesthetic is a masterclass in niche positioning, seasonal scarcity, and obsession-worthy product quality.

They know exactly who they are, and they stay in that lane.

Here’s what makes them stand out:

The Founder’s Story: Sandy’s Leap of Faith
Founder Sandy Lee fell in love with Lebkuchen while living in Germany. When she returned to the U.S., she realized that authentic, high-quality Lebkuchen was nearly impossible to find. So, she decided to make it herself.

She wanted to bring a piece of German holiday tradition to the U.S. and spent years perfecting her recipe, using only the finest ingredients and traditional techniques. And what started as a passion project quickly grew into a thriving business.

Today, Leckerlee has become a holiday staple for thousands of families, with peak demand in Q4 when the holidays roll around.


What Makes Leckerlee Unique
They sell a story, not just a snack.

If you check out their website, you’ll see how seamlessly they blend product with tradition, and visuals with emotion. You’re buying into heritage, into a memory, into something warm and celebratory and rare.

That’s what makes people open their emails, that’s what makes them share it, and that’s what makes it easy for us to support with paid ads and lifecycle when the time comes.


They made constraints a superpower.
Like I’ve mentioned before, Leckerlee’s business is built around the holiday season. And while a lot of founders would look at “we only sell for 3 months out of the year” as a problem, Sandy leaned into it.

She used that seasonal window to build massive demand, perfect every detail of the experience, and then exit with a clean break once the season ends.

Preorders start in September, and orders ship in October. By the time December rolls around, they’re operating at full capacity, fulfilling thousands of orders.


Here’s why their seasonal model works so well:
‣ Focused Energy: By concentrating their efforts on a specific time of year, they can go all-in on marketing, production, and customer experience.
‣ Built-In Scarcity: The limited availability of their products creates urgency and drives demand.
‣ Sustained Revenue: Their holiday sales are so strong that they can sustain the business throughout the rest of the year.

Lessons You Can Apply to Your Own Business
Whether you’re running a seasonal brand or not, there’s a lot to learn from Leckerlee’s approach.

Here are some key takeaways:

1. Build Around a Clear Story
Leckerlee’s success starts with their story. Sandy’s passion for Lebkuchen and her commitment to authenticity resonate with customers. People don’t just buy the cookies, they buy into the tradition and care behind them.

Takeaway: What’s your brand’s story? How can you connect with your audience on a deeper level?

2. Focus on Quality
They don’t cut corners. From their ingredients to their packaging, every detail is carefully considered. This commitment to quality is why customers come back year after year.

Takeaway: Are you delivering the best possible product or service? What small improvements could you make to elevate your offering?

3. Create a Sense of Urgency
By only selling during the holiday season, Leckerlee creates a natural sense of urgency. Customers know they need to act fast or risk missing out.

Takeaway: How can you use urgency to drive action? Limited-time offers, exclusive drops, or seasonal campaigns can all create FOMO.

4. Invest in Presentation
Leckerlee’s tins are part of the product. Customers love the keepsake designs, which add value and make the cookies feel like a premium gift.

Takeaway: How does your brand look and feel? Could you improve your packaging, website, or branding to make a stronger impression?

5. Plan for Your Peaks
Leckerlee’s entire year is built around their holiday season. They know when their peak is coming, and they prepare accordingly.

Takeaway: What’s your busiest time of year? Are you planning far enough ahead to maximize it?

The Bottom Line
Whether you’re gearing up for the holidays or planning your next big launch, take a page from Leckerlee’s playbook. Focus on what makes your brand unique, and don’t be afraid to go all-in on your strengths.

See you next Thursday,
Arik