A Shopify storefront for a DTC furniture brand selling sofas, sectionals, dining, bedroom, workspace, outdoor, lighting and decor. The build is organised around removing the two things that stop people buying furniture online without seeing it: a free swatch-ordering flow, a room-measuring guide, and a 100-day happiness guarantee with no restocking fees. Alongside that sit 0% APR financing over 12 and 24 months, free shipping sitewide, a rewards programme, a wishlist, a trade programme for designers, and a three-channel support layer (phone with published hours, live chat, email) surfaced in both the header and footer.
A Shopify storefront for a DTC furniture brand selling sofas, sectionals, dining, bedroom, workspace, outdoor, lighting and decor. The build is organised around removing the two things that stop people buying furniture online without seeing it: a free swatch-ordering flow, a room-measuring guide, and a 100-day happiness guarantee with no restocking fees. Alongside that sit 0% APR financing over 12 and 24 months, free shipping sitewide, a rewards programme, a wishlist, a trade programme for designers, and a three-channel support layer (phone with published hours, live chat, email) surfaced in both the header and footer.
The brief
The challenge, and how we approached it
01
The challenge
Nobody wants to buy a $2,000 sofa they've never sat on, in a colour they've only seen on a screen, without knowing it fits through the door. Every one of those doubts kills the sale — and unlike a showroom retailer, this brand has no store to fall back on. The site has to resolve all three online, and make the price manageable at the same time.
02
Our approach
Each objection gets its own mechanism rather than a paragraph of reassurance. Colour accuracy: free physical swatches ordered through a dedicated flow. Fit: a "measure your space" guide linked from the support menu on every page. Commitment: a 100-day trial with no restocking fees, stated as a top-line benefit rather than buried in policy. Price: 0% APR over 12 or 24 months plus Klarna, with free shipping on all orders. Support is treated as a conversion tool, not a cost centre — a phone number with published hours, live chat and email all pinned to the header, on the reasoning that high-ticket furniture buyers ask questions before they buy. A visual category grid uses real lifestyle product photography rather than icons, press logos (The New Yorker, Architectural Digest, GQ, Forbes, Houzz, Domino, PopSugar) carry credibility, and a Trade programme opens a separate designer channel.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
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Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderPoly & Bark
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
More case studies
Other work worth reading
Long-form studies from the same team, with the numbers behind them.
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