The challenge
Timber make some of the nicest oak and walnut furniture in the south-east, but their old Magento 1 site was ancient and slow, product photography was inconsistent, and the customer journey for a high-consideration £3k+ purchase felt the same as buying a £30 t-shirt. People were dropping off before ever reaching the showroom, and Timber was losing them to commodity retailers.
Their team also needed to stop copying product data across four systems every time a new piece launched — something their lean in-house team was spending half a week on, every week.
What we did
- Built a headless commerce platform on Next.js with Sanity as the single source of truth — one place to edit a product, everywhere updates in seconds.
- Designed an interactive configurator so customers can pick dimensions, fabric, and finish live in the browser and see the price and lead time update instantly.
- Added a "book a showroom appointment" flow integrated with the team's Google Calendar — high-intent bookings go straight to the showroom manager.
- Ran full shoot direction across 240 SKUs — one consistent lifestyle and white-background style guide, end to end.
- Migrated 15 years of customer data into Stripe Customer Portal and Klaviyo without losing a single account.
"Some rebuilds are hard because the brief is unclear; others are hard because the legacy is precious. Timber was the second kind — and that's the harder kind to handle well, because every decision has thirty-five years of history behind it."
— OnimoResults
Three months post-launch, average order value is up 64% — customers are buying nicer pieces and more of them per order, because the site finally positions the product at its true quality. Showroom bookings are up 2.8× from online; the configurator and photography are doing the pre-selling work.
Internally, the team saves roughly 12 hours a week on product management thanks to the Sanity workflow. Core Web Vitals are firmly in the green on mobile — a Largest Contentful Paint of 0.9s — and Google has responded with a 3.2× lift in organic impressions.