I believe that Webbhuset saw it as a fun challenge to work with Superfront again. It felt like they really wanted to prove themselves when they got the request, they did a good job and showed initiative. Webbhuset was constructive throughout the entire process, once we started the work they had a very good approach to structuring and delimiting the scope of the project.
I believe that Webbhuset saw it as a fun challenge to work with Superfront again. It felt like they really wanted to prove themselves when they got the request, they did a good job and showed initiative. Webbhuset was constructive throughout the entire process, once we started the work they had a very good approach to structuring and delimiting the scope of the project.
New e‑commerce and kitchen configurator for Superfront
Superfront is the company that designs and manufactures doors for Ikea's most common frames, allowing you to update your home in a circular and more personal way. The high level of Superfront's design has made the company well-known in the industry and featured in interior design magazines worldwide. With its positioning in design, it was extremely important that this also was reflected in their e‑commerce. At the end of 2022, Webbhuset launched Superfront's new e‑commerce, which has now been complemented with a furniture configurator.
Who are Superfront?
Superfront's vision is to give more people the opportunity to surround themselves with beautiful furniture while paving the way for more sustainable consumption. Today, they offer doors for Ikea's frames Bestå, Metod, Pax, and Faktum, as well as a variety of other accessories like handles and legs. In 2021, Superfront was looking for a new e‑commerce provider and after previously working with Webbhuset, they explored the possibilities of whether Webbhuset was the right partner for the company in this phase.
Returning to Webbhuset
In 2021, Superfront wanted to start a platform migration from Magento 1 to Magento 2 and sought a new e‑commerce provider to assist with this. “I believe that Webbhuset saw it as a fun challenge to work with Superfront again. It felt like they really wanted to prove themselves when they got the request, they did a good job and showed initiative. Webbhuset was constructive throughout the entire process, once we started the work they had a very good approach to structuring and delimiting the scope of the project,” says Yohan Deveaux, head of e‑commerce at Superfront.
The large variety of designs, colors, and sizes of doors makes the product catalog complex.
In the work to create the new e‑commerce, Superfront developed four different so-called personas based on their target group and ideal customer. They defined four different fictional people based on the existing customer base and used them to build a purchase flow in the e‑commerce that would appeal to the target group. Webbhuset was a part of this work. Superfront did all the design in-house and also defined the functionality they desired from the e‑commerce, taking it forward to Webbhuset.
Focus on business value
“Webbhuset was great at getting us to think through the functions and questioned why we wanted certain functionality in a good way. We didn't always agree, but it was valuable and rewarding to get new perspectives from their expertise. They wanted to know what was behind our wishes to gain an understanding of how the function would impact our business, and to see if there was, for example, a better way to do it. Webbhuset had a strong focus on our business value, and I found that very positive,” says Yohan.
Revenue over 60 million
Superfront sells only through its own channels, and in 2022 the company had a revenue of over 60 million. The majority of that revenue comes from their e‑commerce, and the remainder are orders placed by visitors in the showroom on Nybrogatan 7 in central Stockholm. 22 people work at Superfront, and Yohan sees it as everyone in some way works with e‑commerce since it is the largest sales channel, regardless of whether you have a role in design or purchasing.
Through e‑commerce, Superfront sells to 97 countries worldwide, the site is open in the entire EU and many countries outside. Stock articles such as handles, knobs, and furniture legs are offered there. All doors from Superfront are manufactured in Sweden from high-quality wood. They are made to order, and you can have them painted in any color you wish. At Superfront, you can assemble more than 14 million different furniture combinations, making it easy to create something unique!
Configurator on a complex product catalog
“The product catalog is complex because we manufacture doors for several frames. Besides different frames and various dimensions, we offer doors in a variety of appearances, and we present multiple colors on the site. In total, we have over 20,000 items in our e‑commerce, thus the categorization and all measurements become complex,” explains Yohan. One part of superfront.com is a classic e‑commerce, and the other part is a configurator that Webbhuset supplemented the site with during June 2023. Now, as a customer, you can complete the purchase flow and order both doors and accessories using the configurator, or you can add each product individually to the cart.
The system needs, for example, to calculate what type of legs to add to a sideboard consisting of three modules that are 60 cm wide. The total length of the sideboard is 180 cm, and depending on the design chosen for the legs, four legs are needed for corners and two legs for the long sides. Based on Superfront's data, Webbhuset built and launched a configuration that handles these types of complex calculations. Part of the system is based on item numbers constructed so that both dimensions and colors of the products can be read from them.
Shopping experience with design in focus
“We didn't have the budget to create a 3D configurator, so Webbhuset helped us come up with this solution where drawers and cabinets are drawn automatically. We are pleased with the whole e‑commerce, and the feedback from customers is that the shopping experience is much nicer than before. We have also maintained the conversion rate from the previous year,” says Yohan.
As part of Superfront's buying flow, great emphasis is placed on inspiring visitors and creating inspiration pages demonstrating their quality design and all the possibilities the products offer. To have full control and flexibility internally, Webbhuset's custom-built CMS is used to build content and guide the design. Yohan also mentions the PWA solution as an important part of the flow to achieve shorter load times and a better shopping experience.
Continuous development forward
Webbhuset and Superfront continue to develop the e‑commerce together, and the hope is that the next new implementation will be a feature that can visualize complete package solutions. By connecting all products shown in a specific image, the hope is to add the entire package solution to the cart with a single click on the image.
If you are curious to know more about Fusion Storefront, you can learn more here.
Do you want to know more?
Fill in the form and we will contact you shortly.
