Startup

NDA

Showroom Going Digital: A Custom Product Configurator for Personalized Furniture Experiences

Transforming D2C Furniture Shopping: Real-Time Product Visualization on Magento

+30%

Website conversion rate

44%

Repeat transactions

196.3M

Internet sales for fiscal year 2025

Business environment

While the D2C model has reshaped retail, the furniture industry faces its own unique set of challenges. In the U.S. alone, furniture and furnishings generate a staggering 9–11 million tons of waste annually - a figure driven by shorter product lifecycles and disposable design. Yet, concurrently, consumer demand is shifting toward sustainable, personalized, and long-lasting products.

Our client Lovesac identified this contradiction as its core strategic opportunity and springboard for growth. The company's founding philosophy, to “inspire mankind to buy less and buy better,” became its guiding mantra.

A pioneer in comfort, Lovesac engineered a solution: modular, reconfigurable, and upgradeable sofa systems “designed to last a lifetime." However, this innovative product philosophy demanded an equally adaptable digital experience - a virtual showroom built for the long term that could inspire confidence for a major investment and make complex customization intuitive.

Project brief

Alongside our strategic partner Blue Acorn iCi, Grinteq's core mission was to translate Lovesac's acclaimed, high-touch, white-glove showroom experience into a seamless and scalable digital D2C channel. The goal was to create a digital platform that embodied their sustainable ethos and empowered customers to confidently design their perfect sofa.

Technically, to enhance Magento (Adobe Commerce Cloud), selected for its inherent customizability to align with the unique client's product, making it even more flexible and scalable.

The project included developing a complex product configurator, unifying disparate systems, and creating a content-rich journey that justified the premium positioning.

Services

Development

Maintenance

Support

Quality Assurance

Integration

Tech

Magento 2

Adobe Commerce

Adobe Experience Manager

Bazaarvoice API

Celigo

NetSuite

Yext

Yotpo

React.js

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Transforming D2C Furniture Shopping: Real-Time Product Visualization on Magento

challenge

The primary complexity of this project was one of technical depth, not just volume. Grinteq took on the following challenges:

Building a real-time furniture configurator to handle near-infinite options (e.g. more than 150 variations of sofa covers) without sacrificing performance or UX.

Orchestrating a single source of truth, ensuring flawless data flow between the configurator, Magento, NetSuite, and Yotpo to eliminate errors and build customer trust.
Providing a flawless customer journey by redesigning the core UX to natively embed complex customization and social proof, making the online experience as confident as an in-store one.‍
Empowering Lovesac's marketing team with a platform where they could act as digital curators, launching campaigns and content without developer bottlenecks.

Solution

Grinteq ramped up our team with a senior Magento expert to tackle these critical fronts:

Custom React-Based Configurator

We developed a headless, real-time furniture configurator that seamlessly integrates into the product and catalog pages. Customers can easily customize their furniture by adding seats, changing covers, and selecting fills, with visuals updating in real time. This sophisticated client-side architecture manages complex permutations without compromising UX.

Backend Integration Layer

To ensure accuracy and reliability, we engineered a robust integration layer using Celigo. This layer synchronizes data between NetSuite (covering product details, inventory, and pricing), Magento, and the configurator. Additionally, we integrated Yotpo and Bazaarvoice APIs to consolidate reviews and user-generated content, creating a trustworthy ecosystem for social proof.

PDP/PLP Pages Redesign

Our Magento expert executed a comprehensive redesign of the PDP and PLP (Product Detail and Catalog) templates, focusing on immersion and conversion. The new templates natively host the configurator, showcase rich media, and highlight social proof. To enhance performance, we launched Edge Delivery Services, ensuring lightning-fast load times across the globe.

AEM Universal Editor

Recognizing the need for dynamic content, we implemented Adobe Experience Manager Universal Editor on key pages. This empowers the marketing team to create and deploy inspirational content quickly, without relying on developers, keeping the digital showroom vibrant and engaging.

Admin Controls

Every custom feature includes configurable admin controls, allowing Lovesac's internal team to manage promotions, product options, and content directly from the Magento admin panel. This ensures long-term operational agility and adaptability.

Impact

Grinteq took part in building and maintaining a robust platform for Lovesac, which provided the foundation for their significant growth, helping drive over $196 million in online sales for fiscal year 2025.

Our team extended the Adobe Commerce platform to its limits to create a system that truly reflects Lovesac's commitment to sustainability and customization. By automating critical backend workflows, we eliminated manual errors and streamlined operations. Ultimately, we built more than a storefront; we built a digital experience that brings Lovesac's "buy better" philosophy to life.