Published by Sue Johns-Chapman
Published Date 20.09.2024 
Having launched our new website in 2023 after an extensive rebranding effort, the team here at Roseland Furniture are over the moon to have been nominated in the B2C eCommerce Website of the Year and DIY, Home, Furniture and Interior Design categories at the 2024 UK eCommerce Awards.
Here’s how our journey has unfolded to this point, and what put our furniture retail business in the running for this prestigious award.
About Roseland
Roseland Furniture is a multi-channel retailer that was originally founded in 2011. Our mission is to help our customers achieve a comfortable home, regardless of their tastes, budgets, and space limitations.
We manufacture and import most of our products directly, which allows us to control our costs more effectively and keep our prices incredibly competitive.
How did we get here?
Boasting an impressive product portfolio and an ever-expanding customer base, our business has gone from strength to strength in the last decade and is fast becoming one to watch in the furniture industry.
Since being taken over by Tristan Lynch in 2020, Roseland has undergone extensive operational changes that have served to unlock its fullest brand potential.
One of the most recent stages in our development involved planning, designing and developing a more robust and feature-rich eCommerce platform that would showcase our full product range, better communicate our core messaging, and deliver an elevated experience to shoppers from across the whole of the UK.
The path to launch was by no means easy. Plagued by rises in the cost of living, the war in Ukraine, and an ongoing shipping crisis, the home/garden market was the second-largest underperforming sector of 2023, creating less-than-desirable conditions for a rebrand and relaunch of a relatively young company in this space. However, with support from our web partner, Underwaterpistol, we overcame these challenges to create a platform that has since established our business as a true market leader, proving our resilience and adaptability in a sector that is notoriously difficult to penetrate.
We experienced phenomenal growth post-relaunch, which we believe was down to the meticulous execution of not only the website itself, but a carefully crafted marketing strategy that included utilising targeted ads across Google, Facebook, and Instagram to reach our desired audience: homeowners aged between 25 and 50 who want to refresh their homes without breaking the bank.
We used real-time reporting data to refine and optimise each of our promotional approaches, so no resources were wasted, and the best possible ROI was achieved from every campaign. We also used timely content marketing and high-impact social proof to support greater awareness of our brand and solidify our reputation online.
Our eCommerce website’s features
The newest iteration of the Roseland Furniture website includes:
- An overall brand design that’s clear and cohesive, thanks in part to the development of a comprehensive Brand Bible prior to the wireframing stage
- A modern design aesthetic that meets our customers’ visual expectations
- Enhanced mega menu navigation to improve the user journey
- ‘Save for later’ functionality that encourages return visits and higher conversion rates
- Overhauled product pages with more in-depth product descriptions, detailed images, user-generated content (including reviews), enticing bundle discounts, and more flexible payment methods
- Improved category pages with filter functionality, multiple variants and different delivery options
- Klevu and Wishlist integrations for smoother back-end functionality
Alongside this redevelopment project, we also carried out a full audit and overhaul of our customer communications, investing in a fully integrated stack with Klaviyo to unify our comms data and set up automated email marketing processes.
The outcomes speak for themselves
Our results demonstrate that, when combined, our innovative approach and business model can lift our company above economic difficulties and help us achieve tangible and unprecedented growth.
- Visitors to the website increased by 15% in 2023 vs 2022 (full year comparisons)
- Online sessions increased by 20% in this time
- The conversion rate during the same period rose by 37%
- Revenue also increased by an impressive 37%
Additionally, Roseland Furniture now has over 25,000 Trustpilot reviews (five times more than in 2021), with an overall rating of 4.6. This highlights our commitment to customer satisfaction and excellence in service – and proves that we really are setting new standards in our sector.
What does the nomination mean to our team?
We’re incredibly proud to be recognised as a standout contender in this category for our hard work, attention to detail, and willingness to embrace new technologies for the benefit of our customers.
Our CEO, Tristan Lynch, said:
“We’re thrilled to be commended by the eCommerce Awards for our work in delivering an exceptional rebrand and website relaunch.
“It was imperative that we invested in a heavy CRO and UX project that pulled together some of the best practices in ecommerce, along with making it unique and personal to Roseland’s customers. Not only have we far outperformed the market in our metrics, but we’ve also given our customers a far better end to end shopping experience, which is what most businesses in our sector should strive to achieve above all else.”
