Krovel Furniture Co. has been making high-quality modern furniture in Portland, Maine for over a decade. Specializing in hardwood floating furniture, every Krovel piece is meticulously crafted in Maine, finished with VOC-free tung oil, and shipped completely without plastic or styrofoam.
Krovel had an outdated Shopify theme and a product catalog complexity that belied the clean lines and simple joinery of their furniture. After years of growth on Etsy and spurred by the pandemic, Krovel was looking for a refreshed ecommerce experience.
Following CRO best practices, we worked with Krovel to reorganize their catalog specifically for faceted search, building out a navigation structure to help customers find exactly what they were looking for.
With custom illustrations, sibling products, and integrated volume pricing, we developed a website as functional and beautiful as the furniture it showcases.
Shopify store sales grew by more than 140% year over year, conversions rose by more than 20%, and average order value increased alongside them.
Everyone I've worked with has been a joy to work with; funny, smart, and hardworking while remaining professional.
Tim Krovel, Owner — Krovel Furniture Co.
A catalog is a navigation problem before it is a design problem.
Krovel builds furniture with clean lines and simple joinery, and the catalog did not reflect that. Wood species, configuration and size multiplied into a product set that was hard to shop even though any single piece was easy to understand. A new theme on its own would have made that prettier without making it findable.
So the work started underneath the design. We reorganized the catalog specifically so faceted search could do its job, then built the navigation on top of it — shop by product, by room, by wood. Those are three questions a furniture buyer actually asks, and each one is answerable in a click only because the catalog underneath was restructured to answer it.
That is the order of operations worth keeping. Reorganize the catalog, then design the store that sits on it.
.png)
.png)
