The market leader in luxury British handmade sofas.
Client
Willow & Hall
Sector
Luxury Furniture
Platform
Magento 2
Project Time
6 Months
3.6%
Conversion Rate
A streamlined checkout and faster page loads turned more browsers into buyers.
15%
Increase in sales
Better UX, improved performance, and a frictionless customer journey drove a significant revenue uplift.
80%
Faster than their old website
Migration to Magento 2 with Hyvä themes transformed site speed across every page.
A Growing Brand Held Back by an Ageing Platform
Willow & Hall had built something special, a luxury furniture brand known for British-designed, handmade sofas, beds, and accessories that customers loved. The product was right. The brand was strong. But the ecommerce operation behind it was falling apart.
Their Magento 1 store had become a liability. The in-house team were spending hours each day wrestling with a stock management system that was overcomplicated and error-prone. Running promotions felt like defusing a bomb. The setup was so complex that mistakes were inevitable. And persistent issues with their SalesForce integration meant they couldn’t get a clear picture of their customers or make data-driven decisions with any confidence.
If any of this sounds familiar, you’re not alone. It’s the reality for many ecommerce teams stuck on platforms that haven’t kept pace with the business.
Then came the final straw. Adobe announced that Magento 1 would no longer support Opayo (formerly Sage Pay) for payment processing. The upgrade wasn’t optional anymore. It was critical.
Seeing Past the Symptoms
A high abandoned cart rate is rarely the root problem. It\’s a signal that something deeper is broken. During our discovery session, we set out to understand exactly where the experience was failing.
The findings were clear. Bounce rates were high. The checkout was slow and frustrating. The bespoke product builder, the core of Willow & Hall’s offering, was powerful, but the journey surrounding it was creating friction at every step. Customers were investing time configuring their ideal sofa, only to abandon at the point of purchase.
Behind the scenes, the operational picture was just as concerning. Stock management was consuming the team’s bandwidth. Promotions were a constant source of risk. And the SalesForce integration that should have been enabling smarter, more personalised customer engagement was doing the opposite.
For any ecommerce leader, this is the scenario you dread: a team spending more time firefighting than growing the business.
“We were experiencing a high level of abandoned carts and something needed to change.”
Fixing the Engine Before Painting the Car.
It’s tempting to jump straight to the front end, but lasting results start with what your customers never see. We rebuilt the operational backbone of the site first, so the team could actually run the business efficiently.
Streamlined Stock Management
The existing inventory system was over-engineered and eating up hours of the team’s time. We restructured and simplified it through improved third-party integrations, turning daily admin into a process that runs smoothly in the background, freeing the team to focus on growth, not data entry.
Rebuilding the Engine and the Experience
Willow & Hall needed more than a platform swap, they needed an ecommerce operation that actually worked. We migrated the business from Magento 1 to Magento 2 with a Hyvä frontend, but the real work went far deeper than the technology. The stock management system was rebuilt and simplified through improved third-party integrations, turning a daily time sink into a background process. The SalesForce CRM connection, previously riddled with glitches, was rebuilt from the ground up, giving the team reliable customer data for the first time.
On the frontend, we redesigned the entire customer journey around Willow & Hall’s bespoke furniture builder, ensuring it remained the centrepiece of the experience while removing the friction that was causing abandoned carts. A Hyvä-powered checkout delivered the speed and clarity needed for high-value purchases, and a streamlined fabric swatch ordering process closed one of the biggest gaps in the buying journey. The promotions engine was simplified so the team could launch campaigns without the constant fear of something breaking.
The result was a complete transformation: backend operations that run themselves, a frontend that converts, and a team that can finally focus on growing the business instead of fighting the platform.
SalesForce Integration Rebuilt
The CRM integration was supposed to be a competitive advantage: connecting sales data with customer relationships to drive retention and lifetime value. Instead. It was riddled with glitches. We rebuilt the connection from the ground up, giving the team reliable data and the ability to act on it.
Simplified Promotions Engine
Running a sale or seasonal promotion shouldn’t require a risk assessment. The previous setup was so complex that errors were a regular occurrence. We simplified the promotions architecture so the team could launch campaigns quickly and confidently, without the fear of something going wrong.
What did this mean for Willow & Hall?
In six months, Willow & Hall went from a team drowning in platform problems to a business with the infrastructure, performance, and customer experience to scale with confidence. The daily firefighting stopped. The numbers started moving in the right direction. And the ecommerce operation finally reflected the quality of the brand it was built to serve.
1
An Ecommerce Team That Can Focus on Growth
A restructured backend, reliable integrations, and simplified promotions gave the team their time back, replacing daily firefighting with the headspace to think strategically and drive the business forward.
2
A Platform Built for What Makes Them Different
The bespoke furniture builder is Willow & Hall’s competitive advantage. Now it’s supported by a platform with the power and flexibility to handle their unique requirements: without workaround, compromise, or daily headaches.
3
A Customer Experience That Drives Revenue
An 80% improvement in site speed, a frictionless checkout, and an intuitive journey from browsing to buying delivered a 15% increase in online sales and a conversion rate that finally matches the quality of the product.
