Life Outdoor Living wants to make it easier for customers to design their ideal outdoor space—both online and in-store.
That’s why we further developed the Life Outdoor Living webstore into a single commerce platform that brings together e-commerce, 34 physical stores, B2B, and Shop-in-Shop.
The Growth Question
Following the rebranding from Buitenhof to Life Outdoor Living, a new digital foundation was in place. The next step was to more strongly connect the brand, the online store, and the physical stores. The online store needed to feel premium, better assist customers in choosing outdoor furniture, and give the marketing team more freedom to manage content themselves.
That’s why we built on Magento 2 with Hyvä, integrated with Storyblok for flexible content management.
The original website was playful and accessible, but lacked a clear premium look and feel. The new design approach is all about calm and focus: the product takes center stage, with a fresh, outdoor feel. Clean lines replace the rounded shapes. This aligns better with the character of the furniture and the desired brand positioning.
Storyblok has been implemented as the CMS to provide greater flexibility. This allows the team to easily manage pages themselves and adapt to campaigns and seasonal changes. Additionally, it offers more opportunities to consistently deliver a visually strong brand experience—without technical dependencies.
When it comes to outdoor furniture, materials, colors, and combinations play a major role.
With 3D rendering and 360-degree visualizations, customers can view products from different angles and better assess materials. They put together their own lounge set step by step, from table and chair to fabric and color.
According to Life Outdoor Living, customers now walk into the store with their favorite set already on their phones.
The renders also make management more flexible: new colors and variations can be added without having to organize a new photo shoot for every version.
On the redesigned product detail pages (PDP) and product list pages (PLP), customers can now put together their ideal lounge set step by step: from chairs and tables to fabrics and colors. Life Outdoor Living offers customers the ability to make choices in a simple and intuitive way, giving them the feeling that they’re in control. This structured, step-by-step approach creates a personalized experience without becoming overwhelming.
During this process, complementary products such as chair cushions or side tables are automatically displayed, which not only reinforces the sense of autonomy but also provides a natural pathway to upselling.
The result? An enhanced “wow factor” on the site, higher conversion rates, and a greater likelihood of in-store visits, as customers feel more connected to their personalized choices.
One important aspect we mustn’t forget is the in-store tool, which is now used in all 34 physical stores. This system runs completely in sync with the online store, enabling Life Outdoor Living to better monitor and manage everything. Whether it’s offline, online, B2B, or shop-in-shop sales, everything runs through the same platform.
The biggest advantage of this integration is that we can easily put together the mix-and-match collection, so customers can complete their orders at any time of day. This not only ensures a consistent customer experience but also provides real-time insight into inventory levels and sales figures. As a result, orders can be finalized immediately, which increases efficiency and optimizes customer satisfaction.
In the coming period, the focus will be on further personalizing the customer experience and integrating augmented reality: the ability to place furniture in your own garden using your phone. In addition, the platform will be further optimized for upselling opportunities and the digital styling of an entire outdoor space. This ensures that Life Outdoor Living remains at the forefront of digital experiences within the outdoor living market.
Want to bring online and brick-and-mortar commerce together on a single growth platform?
