Curved Angels is a Dutch fashion brand focused on plus-sized women's clothing.
Curved Angels has spent over a decade building a trusted brand for plus-size women’s fashion in the Netherlands.
As ecommerce became central to the business, so did their mobile app. Yet their previous app provider was struggling to keep up.
By partnering with MobiLoud, Curved Angels relaunched their app with a cleaner, faster experience that mirrors their website, removes friction in their operation, and puts them in a stronger position for growth in the future.
Snapshot
Vertical: Fashion (Plus-size women’s clothing)
Platform: WooCommerce
Business Impact:
- Replaced an unresponsive, slow legacy app
- Preserved brand identity and visual consistency between web and app
- Reduced operational and support friction
- Launched a scalable foundation for retention and app-led campaigns
“You guys ticked both boxes — operationally and strategically. You solved the issues we were facing and also helped us think about what’s next.”
- Pascal Tolenaar, Tech Lead at Curved Angels
The Roadblock
Providing a functional mobile app for their loyal customers was a priority for the team at Curved Angels.
Before finding MobiLoud, they had an app - but what passed for a decent standard 12-14 years ago wasn’t keeping pace today.
Their app had slowly fallen behind their website, and they were finding more and more instances where it couldn’t support the customizations they made to their WooCommerce site.
The final nail was performance issues - the app was becoming slow and less responsive, all while customer demands were increasing.
“People opening the app had to wait eight to ten seconds before seeing usable content. Nowadays, two seconds is max. People don’t want to wait.”
Why They Chose MobiLoud
Pascal and the team at Curved Angels needed a new app solution, a way to offer a fast, modern app experience, deeply compatible with their WooCommerce store.
They needed integration with all the existing tools on their website (like Klaviyo), as well as the ability to preserve all the colors, the layout, and the identity of their company.
That’s what MobiLoud offered - a direct conversion of their website to the app, automatically in sync.
From the earliest conversations, the MobiLoud team presented a clear plan: addressing the current performance issues while mapping out future opportunities for engagement, retention, and community-driven features.
Just as important was the human factor.
We presented them an agency-style attention to service, not just another DIY tool with limited support.
“There was a whole team from different parts of the world on the call — it gave me the feeling that you guys are reachable. That’s kind of exceptional nowadays.”
Launch & Early Results
The relaunch process itself was notably hands-off for Curved Angels.
MobiLoud handled:
- App build and QA
- Store submission
- Deployment and rollout
Clear documentation guided the few required setup steps, and most of the heavy lifting happened without ongoing involvement from the tech team.
“Normally I always have to be involved… now it was like, ‘Pascal, you pay for us - let us do the job.’”
Following launch, early feedback has been strongly positive:
- Customers describe the app as lighter, more modern, and faster
- The app preserves Curved Angels’ brand identity to the pixel
- Internal teams report reduced friction and fewer support headaches
One recurring theme from customers familiar with the old app:
“It feels lighter. It feels more modern.”
Beyond Performance: Setting Up for Retention
While the initial focus was fixing speed and reliability, Curved Angels is already planning the next phase.
With Klaviyo integrated, the team can now:
- Run app-specific campaigns
- Trigger push notifications alongside email flows
- Launch promotions, discounts, and announcements directly in the app
Upcoming initiatives include:
- A “New Year, New Functionality” campaign
- Integration with a new returns portal
- Iterative app UI improvements based on early feedback
- Exploration of future app-exclusive features
The strategy is deliberate: stabilize first, then optimize and expand.
The Takeaway
Curved Angels’ experience shows that mobile apps don’t fail because customers don’t want them. They fail when performance, reliability, and support fall short.
By relaunching with MobiLoud, Curved Angels replaced a sluggish, fragile app with a modern experience that reflects their brand, supports their operations, and gives them confidence heading into the future.
As Pascal summed it up, speaking to ecommerce brands in a similar position, considering going with MobiLoud:
“Just do it. Don’t overthink things. They have the experience, the knowledge, and the know-how to deliver and go live.”
Want to see what your WooCommerce store could look like as an app?
MobiLoud helps ecommerce brands like Curved Angels turn their existing website into fast, reliable mobile apps - without rebuilding, without guesswork, and without long-term maintenance headaches.
You can see it in action for yourself, to understand the potential waiting for you.
Get a free app preview and see how MobiLoud can help you launch the perfect mobile app.
Curved Angels is a Dutch fashion brand focused on plus-sized women's clothing.
