Lavandré
A premium brand of eco-friendly disposable luxury towels distributed across Europe. It represents my commitment to building sustainable businesses, not just sustainable code.
Visit lavandre.com
About Wesley Smits
I'm Wesley Smits, a Senior Software Engineer and entrepreneur building premium digital experiences and sustainable products across Europe. I bridge the gap between elegant code and business impact—whether that's developing sophisticated web applications, launching eco-conscious product brands, or helping aesthetic businesses scale through premium design and engineering.
What I'm Building Right Now
Oh My Brand! Agency
Together with my team, I build premium websites and branding for businesses—sites that look and feel amazing, convert visitors, and perform exceptionally well.
Visit ohmybrand.agencyBeyond these ventures, I write about web development and business strategy, documenting the journey of building products and optimizing systems—both technical and organizational.
Why This Approach
Growing up in the Netherlands, I was surrounded by entrepreneurs. My parents, aunts, and uncles all built their own businesses. That shaped how I think: structured, systems-oriented, focused on building things that compound.
At 11, I launched my first online business selling ringtones—teaching myself that distribution and marketing matter as much as the product. By 14, obsessed with SEO, I learned how the web actually works and started building WordPress sites for local businesses. That evolved into freelance work for major Dutch fashion brands like Only for Men and Intersport Twinsport.
About a year ago, at 31, I made a decisive shift. I left a steady job and went fully independent. Instead of trading time for money as a developer, I committed to building businesses—business ownership over hourly rates, products over services, structured wealth-building over ad-hoc projects.
That philosophy guides everything I do now: prioritize ruthlessly, execute with precision, build systems that scale, and focus on premium positioning over volume.
What I Do
As a Developer
I specialize in modern, performant frontend architecture (React, Vue, Nuxt, Next.js) with solid backend foundations (Node.js, PHP). I design systems using Storybook, work with headless CMS platforms like Storyblok, and optimize both on-page and off-page SEO.
As an Entrepreneur
I'm building Lavandré—a premium eco-friendly towel brand distributed across Europe. Product businesses require different thinking: supply chain, inventory, unit economics, marketplace optimization. Systematic, disciplined execution.
As a Creator
I document my journey writing about web development, business strategy, and building in public. My goal is to share what works—both wins and failures—so others can build faster and smarter.
Beyond Work
I'm based between the Netherlands and Russia. When I'm not building, I'm likely spending time with Kira, my Pomeranian—a constant source of joy and a welcome break from the screen.
I'm also exploring deeper content creation on YouTube, finding ways to share technical knowledge and entrepreneurial lessons at scale.
I believe in building in public, structured thinking, and the compound effects of small, consistent decisions. I'm skeptical of hype and shortcuts. I prefer focus, clarity, and sustainable growth.
Let's Connect
If you're interested in working together on a web or branding project, or discussing strategy and building in the web space—I'd like to hear from you.