Work / Furniselan

Case study · Shopify storefront redesign

Furniselan Solid wood, sold the way it is actually made.

A family-owned furniture maker that seasons its own timber and sells through its own showrooms as well as online. We redesigned the storefront so the material leads, and the questions furniture buyers really ask get answered on the way down the page.

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Client
Furniselan
Industry
Solid wood furniture
Making since
2015
Scope
Storefront redesign
The redesigned Furniselan homepage, with the headline Timeless design, natural elegance, over a styled interior.
The same homepage on a phone.
The brief

Furniture is a considered buy. The store had to answer, not shout.

Furniselan has been making solid wood furniture since 2015, seasoning its own timber and selling through its own showrooms alongside the website. Nothing in the range is MDF or particle board.

The old storefront led with discount tiles, which is how most furniture sites in the category look. The redesign had two jobs. Let the material carry the page, with room to see grain, joinery and finish. And answer the questions that decide a furniture order: will it reach me, who assembles it, what wood is it, and how long will it last.

"100% solid hardwood. No MDF, no particle board, ever." From the redesigned homepage

Before and after

Same catalogue, a calmer shop floor.

The store as it is today, and the redesign, captured at the same screen size. Drag the handle to compare.

After: the redesigned homepage.
Before: the current live homepage.
BeforeAfter

Homepage, top of the page.

Inside the store

Three templates, one material story.

Scroll through each page from top to bottom, or open it full size.

Full homepage: hero, category finder, delivery check, real-home reels, signature collections, the wood guide and the workshop story.

Homepage

Opens on a styled room rather than a sale banner, then works through the things a furniture buyer needs before they can commit.

  • Find it by what it is, rather than by department
  • A delivery check before you go further
  • Real customer rooms, as short films
  • A wood guide: sheesham, mango, acacia, teak
  • The workshop story, and how a piece is made
On the phone

Built phone first, where most of this is bought.

Same order of information, rebuilt for one hand.

Homepage on mobile, full length.
Homepage Rooms, then reassurance
Collection page on mobile, full length.
Collection Filter by size and storage
Product page on mobile, full length.
Product page Swatches within thumb reach
Design language

Navy and brass, with room to breathe.

A high-contrast serif for the headlines, a geometric sans for everything that has to be read quickly, and an ivory ground that lets timber tones do the talking.

The Eiffel Collection
Timeless design. Natural elegance.

Family-owned makers of solid wood furniture since 2015. Every piece built from seasoned hardwood in the brand's own workshop.

Playfair Display Headings and pull quotes
Manrope Body, labels and interface
Deep Navy#232B49
Brass Gold#CBAC48
Ivory#F8F5EC
Stone#E7E1D5
Terracotta#A14D2A
Interface kit

The pieces the language is built from.

Every component below is a screenshot of the live build, not a mockup. Same type scale, same square corners, same one-pixel rules, whether it is a button or an entire cart.

A solid dark button reading Book an Appointment.An outlined button reading Visit Nearest Store.A white button reading Shop the Sale, used over photography.
Three buttons, no moreSolid for the one action that matters on a screen. Outline for the second. White for anything that has to sit on top of a photograph. Square corners throughout, with letter-spaced caps so a short label still holds the width.
The cart drawer, showing the item with a quantity stepper, two suggested additions, the saving, and a full-width checkout button.
Cart drawerThe cart slides over the page instead of taking you to one. Quantity, the saving, what is included at no cost, and two pieces that complete the set, all reachable before the checkout button.
The mobile menu, with three tabs across the top and expandable category rows below.
Mobile navigationThe catalogue is deep. So the menu opens on tabs, and each category expands where it stands rather than pushing the shopper through four stacked screens.
A product card showing a Bestseller badge, an Add to Cart bar revealed on hover, the material, the product name and the price.
Product cardOne card, four jobs: the badge, the material line, the price against what it was, and an Add to Cart bar that appears on hover so the grid stays quiet until you reach for it.
Three finish options shown as photographs of the same bed in Natural Oak, Brown and Grey.Help, account and bag icons, with a count on the bag.
Swatches and iconsFinish is chosen by looking at it: each option is the real piece photographed in that finish, never a colour chip. The three header icons are drawn on one grid at one stroke weight, and the bag carries a live count.
The desktop search field, open in the header.
Search, always openOn desktop the field sits open in the header rather than behind an icon. Furniture shoppers arrive knowing the word for what they want, and one less click gets them to it.
The product rating line: five brass stars, a 4.8 score, the review count and the SKU.
Rating lineScore, review count and SKU on a single rule. Set in the interface sans, not the display serif, so it reads as fact rather than as marketing. The stars are the only place the brass appears at this size.
The sticky collection filter bar, with size and feature chips on the left and the design count and sort control on the right.
Collection filter barThe filters people actually use, lifted out of a sidebar into a strip that sticks to the top of the grid. Chips on the left, how many designs and how they are sorted on the right, and nothing else competing for the space.
What we designed

The work, at a glance.

  • Homepage, collection and product templates
  • Category finder
  • Delivery check
  • Signature collections
  • Wood and material guide
  • Shoppable customer reels
  • Showroom and Live Shop entry points
  • Buying guides on collection pages
  • Finish swatches
  • Mobile templates

Is your store as good as what you make?

Tell us about your brand and your current store. We'll show you what we'd change first.

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