DIGITAL DREAMS WITH COMPOSABLE COMMERCE

Together with Alpha Solutions, Drømmeland chose to rethink their digital infrastructure and take a strategic step toward the future with composable commerce.

The well-established bed retailer with 27 stores nationwide wanted to further develop their digital shopping experience.

The dream was crystal clear. A new solution needed to continue supporting the configuration of customizable bed combinations, while editorial work for inspirational content and campaign management had to be handled with greater ease.

Could this be done by moving away from a monolithic DXP and over to a composable architecture—while gaining better functionality at a lower cost?

The answer is, of course, yes!

Composable Commerce with Tailored Tools

Drømmeland’s new digital shopping universe is a customized composable commerce solution. It consists of modular systems tailored specifically to the needs of the bed retailer, giving e-commerce managers and editors a more efficient workday.

• The e-commerce engine is Medusa, which, as a flexible open-source platform, is a perfect fit for Drømmeland. With no license fees, costs are kept to a minimum. Meanwhile, full control over strategy and roadmap is retained.
  
  Drømmeland’s large selection of beds includes a wide range of sizes and colors, with options to choose the headboard, mattress topper, and legs. Customers can continue to customize their dream bed using intuitive visual previews, and now it’s also easier for the e-commerce team to manage the many configurable products. We’ve developed a custom module in Medusa, turning bed configuration from a bit of a nightmare into a streamlined process.
  
  Campaign management has also been overhauled thanks to the development of a new module that makes it easier to plan and execute time-sensitive pricing and discount campaigns directly in Medusa.
  
  

• Combined with the headless CMS Storyblok, Drømmeland can quickly and intuitively create and manage product pages as well as inspiring content that guides customers toward optimal sleep.
  
  

• Relewise, serving as the personalization and search engine, connects data and user behavior across the customer journey to display relevant recommendations across the website, social media, and email channels.
  
  

• The solution is hosted in Microsoft Azure and Vercel, enabling an efficient development process.

Lighter Operations and a Future of Freedom

Drømmeland’s shift to a composable commerce architecture represents both a technological and a business transformation.

The decision to use specialized, connected tools in their tech stack—rather than a single unified platform—gives Drømmeland greater ownership of their digital strategy and roadmap. They’re now equipped to scale and innovate—free from the constraints of legacy systems.

Editorial workflows, campaign management, and product configuration are now supported by purpose-built tools, freeing up time and resources in day-to-day operations.

Sounds like sweet dreams for us.