Established in 1985, Wohnphilosophie is a large independent designer furniture store based in central Bonn, Germany.

They own two brands that produce stunning bespoke tables for discerning clients.

However, for all the amazing things they had achieved offline, their online strategy was causing them problems.


The Project

Out of the blue I received a Facebook message from a long lost friend Phil, who was now living and working in Germany. He soon paid me a flying visit and realised I was the missing link in their e-commerce strategy. Before I knew it, I was sitting in a bar in Bonn eating Schweinshaxe & swigging back a few biers.

I was taken on a whistle stop tour of their store and workshop. It was very obvious they produced the most spectacular bespoke tables and had years of expertise in retailing high end designer furniture. It was a project I couldn’t wait to get my teeth into.

01. Consultancy

Their e-commerce strategy had stalled and they didn’t know what direction to take next.  We discussed what they wanted to achieve and came up with a new strategy.

We decided to implement a multi-store Magento solution, allowing them to run several e-commerce stores from one back-office. It would entice new clients looking to invest in an expensive bespoke table and also allow low value purchases of accessories.

02. Creativity

The Wohnphilosophie already had a non e-commerce website with a modern look and feel, which I improved and implemented into Magento.

The Secretofwoods website was given a fresh new modern look and feel. We setup a photo studio in the workshop and reworked product images to give a consistent and unique industrial look.

The third site Tables and More, was a completely new concept and offers high quality tables at affordable prices. I was given complete freedom in developing the brand ID and website.

All the websites have clear and friendly calls to action to encourage users to phone and discuss their requirements before making a purchase.


Magento’s German language pack was used to translate the system.  Several different Magento plugins were implemented to enable complex shipping rules and a connection to DHL’s delivery system. Product data feeds were setup to multiple social media accounts and Google Shopping.

04. Marketing

The primary online marketing strategy is search engine optimisation. All the sites have been structured and coded to perform well in search engines. We use Google Search Console to research and measure search term performance.

All marketing activities are measured for return on investment using Google Tag Manager, Google Analytics ecommerce and goal conversion tracking.

Soon after launching the websites, they received an order worth 10’s of thousand of euros. Their new e-commerce strategy is working.