B2B Commerce and POS in One Digital Solution

Carl Hansen & Søn

At Carl Hansen & Søn, an iconic furniture manufacturer with deep roots in Danish design tradition, working with meticulous craftsmanship and a passion for quality has always been the beating heart.

With iconic furniture such as the CH24 Wishbone Chair and CH71, the company has upheld a legacy of excellence for several generations.

But in a world where the digital age is knocking on the door, a digital transformation is required even for the most traditional companies.

High-tech machines – but manual order entry

Even though Carl Hansen & Søn had already implemented high-tech, advanced machines in their production facility, several of the customer-facing processes were still anchored in a more traditional approach.

B2B sales were conducted mainly via phone and email, with manual order processes as a daily challenge. There was a growing realization that to ensure continued growth and maintain competitiveness, digitizing their sales and service channels was necessary.

In collaboration with Carl Hansen & Søn, we have created a comprehensive plan for digital transformation, structured around four core systems:

Screenshot of Carl Hansen & Son's website on desktop and mobile

3D renderings of lounge chairs from Carl Hansen & Søn

About Carl Hansen & Søn

Carl Hansen & Søn is an iconic furniture manufacturer with deep roots in Danish design tradition. The work with craftsmanship and the passion for quality have always been the beating heart in iconic furniture like the CH24 Wishbone Chair and the CH71.

As part of a larger digitization project, a cash register system (POS) has been developed based on a custom-built Salesforce Lightning B2B webshop.

With a unique web integration for physical card payment, it is now possible for customers to pay through Salesforce via the card terminal in the store.

Store employees now have access to order history and customer cases, providing better conditions for serving customers in physical stores.

Product display with convincing visualizations

The collaboration has also focused on structuring and modeling product data in Sitecore Content Hub.

With an extensive range of custom-made furniture, the company needs a PIM system that can handle millions of product variants.

The system ensures that each variant is presented with the same high sense of quality and detail that Carl Hansen & Søn is known for. It can now also be communicated convincingly to customers in multiple channels.

The thorough data modeling work makes it possible for customers to experience photorealistic, digital models of the products in stores. With renderings from Cadesign form and UX from Adapt, precise visualizations of how a custom-made piece of furniture will look like can now be delivered before it is even produced.

For Carl Hansen & Søn, this means they can handle new or updated configurations with greater ease. At the same time, Machine Learning and AI tools are applied to continuously optimize product data.

With a digital system that integrates sales and service into a holistic solution, Carl Hansen & Søn provide a more efficient handling of commerce activities in both physical and digital channels.