Furniture and Choice
Shaping the future of retail through composable foundations
Where they began
Furniture and Choice had built a strong reputation as a growing and trusted UK furniture retailer. However, behind the scenes, the digital foundations were a cause for concern and running the ecommerce store had become more complicated than it needed to be.
With their legacy platform on the brink and existing provider retiring its ecommerce function, the platform could no longer support the scale and sophistication the business needed to grow. Content updates were slow and cumbersome, making it difficult to keep pace. Launching new products was a complex, time-consuming process, and weak tech integrations were causing ongoing fulfilment issues.
Furniture and Choice had built a strong reputation as a growing and trusted UK furniture retailer. The reality was clear: while the business was ambitious, the technology underpinning it was stuck in the past. By taking a modern, composable approach, we had the opportunity to bring together best-in-class tools to create a scalable, future-ready platform — one that could support the intricacies of their business while setting them up for growth with confidence.
Where they are today
From the start, the mission was clear. Deliver a rapid, high-impact digital transformation to keep Furniture & Choice’s online business moving and set strong foundations for growth.
A new composable solution was implemented at pace, with the entire end-to-end solution delivered in just a few months. This wasn’t a quick fix, but a full rebuild designed to unlock flexibility, handle complexity, and set the business up for the future.
The new stack brought together best-in-class tools for the storefront and ecommerce with commercetools, content management with Contentful and intelligent product discovery and personalised recommendations with Relewise. Complex product configurations and financing options were seamlessly integrated, all while maintaining connectivity with the legacy ERP.
The result is a sophisticated composable commerce platform that enhances Furniture & Choice’s core proposition - quality furniture at competitive prices - and the customer experience to match all whilst giving the team the agility they need to scale with confidence.