The brief

Digital strategy.
User experience.
Magento 2 development.

Delcor tasked Halo with selling furniture online, something they had never done before. Based predominately in the North East and London, Delcor wanted to reach new customers, shifting from traditional bricks and mortar and into the online world. This presented two major challenges:

Firstly, we needed to demonstrate that Delcor furniture is completely bespoke, with countless configurable options. Delcor make tailored furniture to match their customer requirements and allow customers to choose from over 30,000 product combinations.

The second challenge was to encourage customers to purchase high value items online, especially sofas. In today‚Äôs throwaway society, people are used to trying before they buy, not ‘furniture that lasts a lifetime’.

Visit the website

Our solution

Magento 2 was the obvious platform choice due to its powerful product management system. This allowed Delcor to maintain complex product configurations and display thousands of furniture variations easily.

Delcor was an existing customer of ours, meaning we already had an understanding of their market and customer habits. We needed to transfer this knowledge online. We identified the most important factor in converting a customer to purchase online was reassurance.

In order to showcase this on the website, we ensured the site presented large beautiful photography as well as the endless array of fabrics and detail shots. We also build brand pages in order to inform the customer about the Delcor 50 year guarantee, their 100% British furniture and much more.

Designing your sofa

We created a complete bespoke front end product configurator, which allowed customers to design their sofa or bed online. We made sure all options were visual so the customer could see all options they choose in real time.

Customers can:

Choose their size
Choose their fabric
Choose their feet

Free Fabric samples

We believe fabric samples are key to driving new enquires and sales to any website. The new website had to deliver an improved and easy to use fabric ordering service.

We created a simple solution, that allowed customers to browse and order up to five fabric samples for free, from Delcor’s most popular ranges. Filter options allow customers to filter fabrics by colour and fabric type.

Find a showroom

Driving customers in store was still a key objective for the new website. We placed clear messaging around the site ensuring customers knew to contact the showrooms for more options.

We created beautiful showroom pages, using large imagery and 360 tours of their showrooms. We gave the customer clear location maps, opening times and contact details and made the journey to reach these pages as easy as possible. We wanted to avoid the frustration of having to hunt around the site to find contact information, which is often the case with larger retailers.


In order to allow customers to order any piece of furniture in any style, they need to be able to see the product. We created all the product CGI for Delcor, which allows customers to view every single configurable option, all with a click of a button.