Bohus

Bohus, Norway's largest furniture chain, has transformed its entire digital commerce operation. In the first year after launch, in-store traffic increased significantly and the online store grew order volume by 24%.

Markus Sæther

CCO Ecommerce, Pearl

Published 5/7/2026

The Challenge

Bohus ran an extensive RFI and RFP process, inviting a number of strong agencies to compete for the role of their dedicated eCommerce agency.

They had a wide range of functional and non-functional requirements, but at the centre were specific result and effect targets they wanted to achieve. It was PearlConvert's understanding of those targets, and our clear plan for reaching them, that ultimately led to us being selected as their new dedicated eCommerce agency.

A New Customer Journey Built on Insight

Bohus had a goal of creating the best user experience in the industry. We dedicated significant time to working together on insight and analysis, including:

User testing
In-depth interviews with customers across different segments
In-depth interviews with store staff
Quantitative segmented surveys
Quantitative behavioural analysis
Search behaviour analysis
Customer service query analysis
Purchase data analysis across online and physical stores
Competitor analysis

The research generated an enormous volume of data and insight into what was working well and what needed to improve. As a result, we defined concrete goals, priorities and initiatives for the new solution, building more seamless and friction-free customer journeys across digital and physical channels. The project focus was not only to grow online sales, but also to drive more sales in physical stores.

Composable Commerce

After many years with proprietary technology as the foundation of their eCommerce solution, Bohus was focused on choosing an architecture that:

Was fast to develop on
Was future-proof
Was feature-rich out of the box
Offered the ability to tailor the solution as needed
Was API-driven
Lowered the barrier to adopting new eCommerce services as they emerge

After thorough evaluation, we landed on a best-of-breed approach within a Composable Commerce architecture. The key components are:

Headless Storefront

Bohus has a headless eCommerce solution built on our proprietary framework, Harmony Storefront.

Adobe Commerce Cloud

Adobe Commerce as the eCommerce platform gives Bohus a highly feature-rich platform with a strong development pace. Being open-source gives Bohus the freedom to tailor the solution precisely as needed. Adobe provides access to a large ecosystem of technologies at low cost, with more than 5,400 pre-built connectors. The platform is API-driven, cloud-based, and uses AI across multiple services to create better buying experiences.

Pimcore PIM, DAM and CMS

Bohus has an extensive product catalogue with both breadth and depth, and customers place high demands on detailed product information to evaluate and compare products before buying or visiting a store. By implementing Pimcore, we addressed several essential needs for Bohus:

Supplier Portal

We established a supplier portal that reduces internal time spent on product data registration. Suppliers can now be integrated to import product data automatically, use supplier-adapted import files, or access the solution directly to register product information themselves.

DAM (Digital Asset Management)

Bohus now has a DAM that serves as a central platform for managing images and digital files. This underpins what is visible in the online store and acts as a hub for other channels such as social media, campaigns and catalogues.

Custom Logistics Microservice

In our work with Bohus, we identified the need to rethink how availability and delivery time are communicated. Previously, availability was only shown for the store the customer had selected as their favourite.

We wanted a different approach, showing availability relevant to the customer across multiple stores and home delivery options.

Bohus has a highly complex logistics model with a transformation plan evolving over time. To handle increasing demands for functionality and communication across categories, search, filtering, product pages and the shopping basket, as well as supporting complex logistics rules and changes over time, we built a dedicated service to meet these needs.

We developed a standalone microservice that the online store and other solutions can use to respond instantly to all delivery options for products and product combinations. The service is built for lightning-fast response and designed to handle massive traffic volumes. It allows us to introduce new functionality for communicating availability and delivery options, while protecting the ERP from unnecessary traffic.

Loyalty Club

Bo:Klubben is a popular loyalty club where Bohus gives members unique benefits, including access to exclusive campaigns, member offers, inspiration and tips. The foundation is Voyado Engage, which combines a customer data platform (CDP), campaign tools, a loyalty programme, marketing automation and analytics.

We integrated Voyado with Adobe Commerce so that all members have access to their own data and benefits in "My Page" and as a natural part of the purchase journey across digital and physical commerce.

Omnichannel Elements

With 66 stores accounting for the majority of chain revenue, the interplay between the digital and physical store has been essential to delivering a successful solution.

We chose to show which stores have a product on display, even if not in stock, directly from category filtering and product pages. So you know where to go to try out the sofa you are considering. We also make it simple to see how many units are in stock at the three stores nearest to you and when they are available for collection.

On the store overview page, we surface the three stores closest to you rather than presenting a long undifferentiated list, while still making it straightforward to search for other options.

Integrations

The project covers a broad range of integrations both within Bohus and with external partners, using our own integration and service platform, Flow, as the hub.

In addition to the various services we delivered ourselves, we integrated with the customer's POS and ERP, in this case SAP S/4 Hana and PearlPOS, which handles click-and-collect orders among other things. Read more about the Flow integration platform here and PearlPOS.

User Generated Content (UGC)

Many Bohus customers are passionate about interior design and want to show others how their homes and personal style look. Bohus capitalises on this engagement through a UGC strategy.

By encouraging customers to use a hashtag when sharing images on social media, Bohus receives a steady flow of inspiring images from customers using their furniture at home. These images are linked to the relevant products and displayed on product pages for other customers to draw inspiration from.

We also built a dedicated landing page that collects all these inspiration images for visitors to browse.

A further strategy for leveraging customer engagement is requesting reviews and product ratings, which performs very well for Bohus.

We chose PearlConvert because from the very start of our collaboration they showed both the capability and the willingness to reach our strategic goals. Together we have significantly raised the user experience, built an entirely new eCommerce platform based on a Composable Commerce strategy that works in close alignment with our physical stores, and launched a PIM and DAM that have delivered internal efficiencies and improved the customer experience. In our first year we grew order volume by 24%, pickup-in-store by 40% and sales of interior goods by 60%. PearlConvert is a strategically important partner for Bohus and one we look forward to working with for many years to come.
Christer Johannessen, eCommerce Manager, Bohus