The starting point was curation. What began as a highly localised, complex retail model evolved into design cr

The starting point was curation. What began as a highly localised, complex retail model evolved into design credibility layered onto an existing social and retail brand, eventually becoming a genuine design product brand with strong service offerings, including home consultations, alongside the ecommerce core. Behind the scenes, they simplified: shifting to Shopify as its largest enterprise customer in Europe, running a smaller tech team, and building select tools in house rather than maintaining costly custom infrastructure that wasn't earning its keep.