String Furniture.

Transformation vom reinen B2B zum kombinierten B2B- und D2C-Unternehmen.

Im August 2021 begannen wir unsere Zusammenarbeit mit String Furniture, einer vielseitigen skandinavischen Designikone, die 1949 vom schwedischen Architekten Nils Strinning geschaffen wurde. String hat ein zeitloses Design und ist in den meisten schwedischen Haushalten und auf der ganzen Welt zu finden. String Furniture hat seine Produkte in der Vergangenheit über Wiederverkäufer verkauft, nie direkt an Verbraucher, D2C. Sie sind eine straffe Organisation mit großen Plänen, und sie brauchten Hilfe, um strategisch aus allen Möglichkeiten diejenigen herauszupicken, die dafür sorgen, dass sie schnell von ihrer Investition profitieren und ihren eigenen E-Commerce-Shop eröffnen können.

April 2022

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Starting D2C sales from scratch

String furniture commerce solution cards

Building a D2C e-commerce site from scratch

Our first assignment was to guide String Furniture in its process of setting up a D2C e-commerce site.

The first step was to analyse their current software solution including their CMS, website, B2B solution, custom PIM system, and their ERP system, to be able to help them with requesting proposals for their new D2C sales channel.

The next step was to evaluate the short-listed proposals from a time to market, technological, cost, and tech-strategic point of view.

As String Furniture’s strategic digital partner, we advised the client to keep the existing website and combine it with a flexible and future proof headless commerce solution.

„Eine Organisation, die mit dem D2C-Vertrieb beginnt, braucht eine fachkundige Anleitung von Leuten, die dies bereits getan haben, und String hat auf diese Weise viele Fallstricke vermieden.“
- Erik Zingmark, Managing Director, Gothenburg

From visions and dreams to reality

Combining systems across time and space

We built a microservice-based layer between String Furniture's different systems and the commerce solution. The microservices are Azure Functions, built with .Net, using message-based communications. A very resilient and scalable solution at a meagre cost.

Working as a cross functional team we created a very cost-efficient solution with extremely fast time to market. We launched the e-commerce site for the first market, Sweden, just after three months, and launched more markets afterwards.

Designing an inspirational website

The vision for the site was to let the visitors experience String Furniture's brand and proud heritage while buying their products. It should both inspire and be a sales channel that combined tells a story. Together with G-W Studios we created a UI and UX design that follows this vision, while keeping the technical limitations in hand.

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Common future goals

The business transformation from pure B2B to a combined B2B and D2C company has been a significant change with several benefits. For example, String Furniture will own the end customer data, which will enable them to start utilizing that knowledge in product development, communication and other customer close areas.

From now on, our combined focus is to generate sales through a more marketing and inspirational focused website, together with launching the e-commerce solution in more markets. This is just the beginning of our partnership, as we will together continue to evolve String Furnitures digital journey.