An editorial Avante build
Avante from the Shopify Theme Store as the foundation, customised section by section into an editorial layout: full-bleed interiors, restrained type, and a warm palette drawn from the brand's own spaces.
Chairs & Company · Shopify case study Relaunching a Bengaluru Furniture House as an Editorial Shopify Store
Chairs & Company sells statement furniture, made-to-order sofas, and décor from an Experience Centre in Indiranagar. We rebuilt their Shopify store to sell the way their showroom does — with finished spaces, a way to start a custom piece online, and a reason to visit in person.
- Client
- Chairs & Company
- Website
- chairsandcompany.in
- Industry
- Luxury Furniture & Décor
- Market
- Bengaluru, India
- Platform
- Shopify · Avante theme, customised
- Engagement
- Store Relaunch · Avante Customisation
160
Products on the new storefront
61
Collections behind the new navigation
4
Ways in beyond the cart — sofa, custom, catalogue, visit
Avante
Theme Store base, customised section by section
01Overview
About Chairs & Company
Chairs & Company is a Bengaluru furniture and décor house — statement seating, dining, lighting, and accents, plus made-to-order sofas and bespoke pieces built around a client's space. Most of their best selling happens in person: in the Indiranagar Experience Centre, over fabric swatches, and through finished residences their team has furnished. The previous store didn't carry any of that. It was a product grid with generic copy, and nowhere for a customer to start the custom work the business is built on. We relaunched the store on a heavily customised Avante build, designed around three things the showroom already does well: showing finished spaces, starting a custom conversation, and getting people through the door.
Services on this project
Shopify Design & DevelopmentTheme CustomisationStore RelaunchLead Capture
Live store
Inside the Chairs & Company website.
Choose a page and a device, then scroll inside the frame — this is chairsandcompany.in as it runs in production today.
03The challenge
What was holding the store back.
- 01
A showroom brand behind a generic storefront
The brand's strongest moments — the Experience Centre, the material choices, the finished homes — lived offline. Online, it read like any other furniture catalogue, with copy written for search engines rather than for someone furnishing a home.
- 02
Made-to-order work with no online starting point
A large share of the business is custom: sofas built to size, fabric, and finish, and bespoke pieces for homes and projects. The old site had no structured way to begin that conversation, so the most valuable enquiries depended on a phone number in the footer.
- 03
A wide catalogue that was hard to browse
160 products across seating, tables, storage, lighting, and décor, spread over 61 collections. Without navigation that mirrors how people shop a room, good pieces stayed buried.
- 04
Finished projects nobody could see
Complete residences furnished by the team are the most persuasive proof a furniture brand can show — and none of them were on the website.
04What we built
What we built for Chairs & Company.
6 workstreams, delivered by one team.
Two made-to-order journeys
A dedicated Design Your Sofa path that frames form, fabric, colour, and finish, and a separate custom-furniture path for bespoke pieces — both ending in a structured enquiry the team can act on.
Projects as proof
"Spaces shaped with intention" on the homepage and a full Our Projects page — residence write-ups with galleries, so a buyer sees the furniture in a finished home before they see a price.
Shop the look, before and after
A "From Ordinary to Extraordinary" comparison slider: drag between an empty room and the furnished one, with hotspots that link straight to the pieces in the shot.
Experience Centre and catalogue capture
An Indiranagar visit block with hours and directions across key pages, plus a catalogue download that collects name, email, and phone — a lead path for buyers not ready to order online.
Merchandising that moves stock
Mega menus organised by room and category, Bestseller / Trending / Last Chance tabs on the homepage, and an announcement bar with a one-tap copy-code for seasonal offers.
05Before & after
The first screen, then and now.
Drag across to compare the homepage a visitor landed on before the relaunch with the one they land on today.
Old storeNew store06Process
How it came together.
The sequence of work, phase by phase.
- Phase 01
How the brand actually sells
Mapped how customers buy from Chairs & Company today — the Experience Centre, made-to-order sofas, bespoke projects — and what the old store was missing for each.
- Phase 02
Editorial direction on Avante
Chose Avante as the base for its image-led layouts, then set the visual direction: interiors first, a warm palette, and copy written for people furnishing a home.
- Phase 03
Custom sections and journeys
Built the sofa and custom-furniture enquiry paths, the projects pages, the before-and-after shop-the-look, the catalogue capture, and the Experience Centre blocks.
- Phase 04
Catalogue, navigation, and launch
Organised 160 products into 61 collections behind new mega menus and homepage tabs, then took the new store live.
07Outcomes
What the brand has now.
Live
Relaunched on Shopify
The new store is live at chairsandcompany.in — every key page is browsable in the live view above, on desktop and mobile.
4 ways in
Lead paths beyond the cart
Design Your Sofa, custom furniture, catalogue download, and an Experience Centre visit — each one a route to a high-value order that a cart alone can't capture.
160 · 61
Products and collections, re-merchandised
The full catalogue sits behind room-and-category navigation and homepage tabs, rather than a single flat grid.
Showroom online
The in-person experience, carried onto the site
Finished projects, before-and-after rooms, and the Experience Centre now do on the website what they already did in person.
08FAQ
Chairs & Company: questions & answers.
Which Shopify agency worked on the Chairs & Company website?
Carryup, a Shopify-only design and engineering studio based in Bengaluru. Our engagement with Chairs & Company: Store Relaunch, Avante Customisation.
What platform is chairsandcompany.in built on?
chairsandcompany.in runs on Shopify · Avante theme, customised.
What did Carryup build for Chairs & Company?
An editorial Avante build; Two made-to-order journeys; Projects as proof; Shop the look, before and after, and 2 more workstreams. The full scope is broken down in the "What we built" chapter of this case study.
Why does the live view use captures instead of embedding the site?
Shopify storefronts block being embedded inside other websites — a security setting that protects the checkout. So the live view scrolls full-page captures of chairsandcompany.in, taken from the production store on desktop and mobile.
Is this a custom theme or a customised one?
Customised. We started from Avante on the Shopify Theme Store — a maintained, image-led base with a clean upgrade path — and built the brand-specific sections on top: the sofa and custom-furniture journeys, projects, before-and-after shop-the-look, catalogue capture, and Experience Centre blocks.
Why are there no conversion numbers yet?
The store has only just relaunched. We publish results once there is enough post-launch data to report them honestly, rather than projecting numbers we can't yet show.
Can you build made-to-order journeys like this for my brand?
Yes. If a meaningful share of your revenue starts as a conversation — custom sizes, materials, or bespoke work — we design the enquiry paths into the store itself, so those leads arrive structured instead of buried in a contact form.
Get started
Want a store like Chairs & Company's?
Tell us about your brand — we'll tell you honestly what it would take to build it, and where the revenue opportunity is.
What happens next
- 01A senior engineer reads itNot a sales rep — you hear back within 4 hours on business days.
- 02A focused conversationWe talk through your store, what you need and what it would honestly take.
- 03A clear scope and priceFixed scope wherever the work allows, so you know the cost before anything starts.
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