set one: Digital brand world for young designer furniture

Set one by Musterring sells contemporary furniture collections via a growing network of authorised retail partners. The products are available in numerous variants and target a young audience that researches extensively online before making a purchase in‑store.

Inspiration & information at the centre

For a successful digital brand presence, it was crucial to present the furniture worlds in a visually compelling way and automatically populate them with PIM data. This makes it possible to represent the complexity of the product ranges in a clear and structured manner.

No direct sales – but a direct lead flow

Sales are handled exclusively via retail partners. Without its own shop system, potential buyers are routed directly to dealers—along with all relevant product data. This preserves the contact and ensures a consistent, efficient customer journey, even without direct‑to‑consumer sales.

Digital brand website & robust technical foundation

The brand website for set one by Musterring combines inspiring brand storytelling with a powerful technical foundation built on Shopware 6.

Expansive imagery, a streamlined navigation, and modular content elements create an intuitive user experience. Powerful filters and structured product information make even highly complex product variants easy to explore and understand.

Inspiration meets structure

Editorial content and product data from the central PIM system are seamlessly combined. Curated experience worlds allow collections, furniture ranges, and thematic entry points to be staged in a targeted way – even for extensive, highly varied assortments.

The result is a coherent, cross‑channel brand experience with clear guidance at every touchpoint.

Intuitive Markenwebsite für set one by Musterring – mobile Produktfilter und Variantenvielfalt im Onlineshop

Effiziente Produktdatenpflege mit Akeneo PIM – strukturierte Kollektionserstellung für den set one by Musterring Shopware-Onlineshop

Akeneo PIM as the central data backbone

Akeneo PIM serves as the central backbone for product data management. All content – from article data and descriptions to materials and product attributes – is maintained in one place and automatically published to Shopware 6. This creates a consistent, cross‑channel data foundation for the entire brand experience.

Structured collections without additional effort

Product‑to‑collection assignments are also managed directly in the PIM. This allows extensive collection pages to be generated dynamically without any manual maintenance in the CMS. Editorial effort is reduced, data quality remains high, and even complex assortments are presented in a clear, structured way.

Dealer store concept with lead routing & central management in HubSpot

A custom dealer locator was developed for set one by Musterring, enabling users to filter regional retail partners precisely by postcode or town. Dealers with their own partner store can showcase their assortments directly on the portal and sell under their own legal terms.

Intelligent dealer assignment within the process

The dealer locator is integrated at key touchpoints – for example in the main navigation and during checkout. A suitable dealer is suggested automatically, while manual selection remains possible at any time.

Centralised lead management with HubSpot

Once an enquiry is submitted, leads are assigned in a structured way: customer data is automatically processed and forwarded to the relevant dealer. At the same time, all leads are recorded centrally in HubSpot, ensuring transparency, traceability, and efficient follow‑up throughout the entire sales process.

Händlerstore-Konzept für set one by Musterring – integrierte Händlersuche und strukturierte Leadweiterleitung

FURNITURE EXPERIENCE WITH A SEAMLESS USER JOURNEY

RESULT & ADDED VALUE

With the new brand platform, set one by Musterring delivers a well‑orchestrated customer journey – from initial product discovery through to targeted handover to specialist retailers. Users benefit from a clearly structured furniture assortment supported by centrally managed, consistently maintained product data.

The dealer store concept enables a seamless handover into sales: enquiries are captured and routed automatically. The entire user journey takes place within a consistent environment – delivering a compelling brand experience with high usability and measurable impact on sales performance.

How does the platform support sales through specialist retail partners?

The digital brand platform is consistently geared towards indirect sales. Users are informed and inspired in a targeted way and then systematically routed to authorised specialist retail partners. Thanks to the integrated dealer locator and automated lead assignment, the entire process remains digital, transparent and efficient – from first contact through to handover to the retailer.

What role does the PIM system play in product presentation?

The central PIM system (Akeneo) forms the foundation for the structured management of all product and collection data. Content such as product descriptions, material attributes and variant information is maintained centrally and automatically pushed to Shopware 6. This ensures that even highly complex product variants are presented consistently and clearly across all touchpoints.

How does the digital dealer locator and lead referral service work?

The custom dealer search filters regional retail partners based on postcode or town. At checkout and other key touchpoints, a suitable dealer is suggested automatically, while manual selection remains possible at any time. Once an enquiry is submitted, all customer data is structured and transferred digitally to the selected dealer.

What are the benefits of the HubSpot integration for lead management?

All enquiries are recorded and logged centrally in HubSpot. This provides full transparency on every lead, its status, and subsequent handling. The integration enables efficient follow‑up, clear ownership, and structured communication between the brand and its retail partners.

set one: A digital brand experience for contemporary designer furniture

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Solution

Result