Let the furniture set the tone.
I designed a responsive layout with clean lines, generous space, and product photography at the center. Shoppers could browse collections on a phone or return on a larger screen to take a closer look.
House of Denmark
Connecting online discovery to the furniture showroom.
I helped a St. Louis retailer of modern European furniture turn an aging website into a catalog its team could maintain, build an email audience, and give shoppers more reasons to visit in person.
The site had traffic. The showroom needed a way to build on it.
House of Denmark already attracted shoppers looking for modern European furniture. Its website, built with internal tools before mobile browsing was central to shopping, made it slow for staff to add products, categories, and photography.
Shoppers might find a piece on their phone, revisit it later, and decide in the showroom whether the proportions, finish, and feel were right. The website had to serve that journey. It also needed to give interested visitors a way to hear from House of Denmark again while they were still deciding.
Give shoppers room to browse and staff a catalog they can run.
Make merchandising part of the daily workflow.
A content management system let staff add categories, products, and photography without editing code. When the assortment changed, the team could reflect it online without turning each update into a development request.
Give shoppers a reason to make the trip.
The catalog helped people see what was available and explore individual brands. Brand promotion gave the showroom a more specific appeal, especially for shoppers who wanted to see premium European furniture in person before buying.
Keep in touch while customers are still deciding.
I introduced email signup as part of the redesign so visitors who were still browsing could hear about new products, promotions, and reasons to return.
Facebook Ads. I targeted affluent ZIP codes to introduce House of Denmark to shoppers likely to consider premium furniture. Retargeting reached people who had visited the website or engaged with the brand, keeping collections and showroom reasons to visit in view while they considered a purchase.
Google Ads. I focused on high-intent searches for premium furniture and specific design brands. The catalog helped shoppers explore their options before visiting. Location-based reporting tracked direction requests and Google’s modeled store visits as indicators of showroom interest.
From 3,294 to 9,050 email subscribers.
I helped grow the list by building email signup into the redesigned website and writing copy that gave shoppers a reason to subscribe. That gave House of Denmark a way to stay in touch after shoppers left the site. Constant Contact reporting covers January 1, 2018 through November 6, 2026.
- 3,294
- Subscribers at the start of 2018.
- 9,050
- Subscribers as of November 6, 2026.
- +175%
- Approximate growth between those two subscriber totals, a net increase of 5,756.
- +12.1%
- Compound annual subscriber growth from January 2018 to November 2026.
Constant Contact’s subscriber overview separately reports 5,898 subscribers gained.
Email campaign activity
- 1,665,032
- Emails sent.
- 1,515,593
- Emails delivered.
- 34%
- Reported open rate, compared with Constant Contact’s 27.27% Retail Services average in Q1 2026.
Early email growth milestones.
The original campaign reporting tracked subscriber growth after the redesign.
- 1 year
- Time it took for signups to the new list to surpass the lists built over the previous five years.
- 250%
- List growth reported at the one-year mark compared with the prior lists.
- 460%
- Overall list growth reported as of September 2019.
Measure steps toward the showroom.
As the program matured, reporting added direction requests and platform-modeled store visits alongside website traffic and email signups. Those signals gave the team more context about showroom intent.
The redesign gave House of Denmark a catalog staff could keep current and gave shoppers a place to research before visiting. Email and paid media extended that relationship across the time it takes to choose furniture.
What I took from the work.
For a showroom business, a website can make the visit more worthwhile by helping customers arrive with a shortlist and a reason to see it in person.
What happens after customers find you online?
Tell me how customers move from research to a visit, appointment, or conversation, and where you’d like that path to work better.
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