The Dalmore
Locking in luxury through UX
Where they began
When your ecommerce platform is being retired, the pressure’s on.
That was the reality facing Furniture & Choice — a leading UK furniture retailer suddenly on the clock to find a new solution.
But this wasn’t a simple switch.
With an extensive product model packed with detailed product configurations, customer financing options to juggle, and a legacy ERP system in the background, the stakes were high.
The challenge? Deliver a seamless transition without disrupting business — and fast.
The old platform wasn’t just holding them back. It was about to disappear altogether.
Where they are today
This was a project driven by a strong ambition and desire to bring the digital experience in line with the prestige of the brand and put the customer at the heart of it.
We began with a UX audit that laid the foundation for a full redesign of the browsing and shopping journey, one that reflected the luxury of the product and supported every customer intent, from personal purchases to gifting and collection.
A key part of the evolution was enhancing the post-purchase experience. A new ‘My Account’ area was introduced, alongside a refined flow for data capture and sign-ups to The Dalmore Membership and newsletter — helping to build long-term engagement, not just one-time sales.
Alongside this, we ran a rapid technical discovery to assess the existing stack and shape a roadmap toward a modern, headless CMS and composable setup for scale, speed, and future growth.
Premium product. Premium experience. Finally aligned.