HSL Chairs' First Ecommerce Store, Built to Sell Comfort at Scale
Ground-up Hyvä Magento 2 ecommerce build for one of the UK's leading comfort furniture brands. Cylindo 3D visualisation and a bespoke home demo booking form.
Introducing
HSL Chairs
Industry
Home & Furniture
Services
Magento 2 Design & Development, Ecommerce Strategy
Website
hslchairs.comTaking a leading comfort furniture brand online for the first time
HSL Chairs is one of the UK's most trusted comfort furniture brands, with decades of heritage and a loyal customer base built through showrooms and direct sales. But despite their success, they had never sold online. This was their first ecommerce store.
We built it on Hyvä Magento 2 — the right platform for a large catalogue of configurable products that need to perform at scale. The brief was clear: a store that handles complex product options, reflects the quality of the brand, and converts first-time online customers with confidence.
360° product visualisation that brings chairs to life online
Selling comfort furniture online without the ability to sit in it means trust and presentation are everything. We integrated Cylindo, a specialist 3D product visualisation platform, across HSL's catalogue, giving customers a fully interactive 360-degree view of every chair with fabric and finish options updating in real time. The result is a shopping experience that closely mirrors the showroom: customers can inspect every product from every angle, select their preferred fabric, and feel confident in their choice before they check out.
Book a free home demo, straight from the product page
HSL's home demo service is central to how they sell. A trained expert visits your home, brings a chair for you to try in your own space, and helps you choose the right model. It's a powerful sales tool that needed to be front and centre online. We built a bespoke request-a-demo form integrated directly into the product pages, making it effortless for customers to book a visit without leaving the buying journey. The form feeds straight into HSL's fulfilment workflow, keeping the process as smooth for the team as it is for the customer.
Visual navigation built for a browsing-first audience
Comfort furniture is a visual category. Customers want to browse by style, function, and look, not work through filters from scratch. We designed an image-led navigation experience that puts product photography front and centre, making it easy to find the right chair without needing to know exactly what you're looking for. The structure was built to scale with HSL's range, with a flexible layout that stays clean however many categories are added.
PDPs that build confidence and drive conversions
With customers buying comfort furniture online for the first time, the product detail page had to work harder than most. Rich Cylindo imagery, clear specifications, fabric selectors, delivery information and prominent calls to action all work together to give first-time buyers the confidence to commit. Built on Hyvä, every page loads fast and performs well across all devices — no compromise on experience, regardless of how customers browse.
Order fabric samples before you commit
Choosing the right fabric is one of the biggest decisions when buying a chair online. We built a sample ordering system that lets customers request free fabric swatches directly from the product page, removing the biggest barrier between interest and purchase. The experience is seamless: select your fabrics, enter your details, and the samples are dispatched without any payment required. It gives customers the tactile reassurance they need to buy with confidence.
Find your nearest showroom in seconds
HSL has showrooms across the UK, and for many customers, trying before buying is still the preferred route. We built a showroom search tool that lets customers find their nearest location by entering a postcode, with results showing address, opening hours and directions. The feature bridges online and offline, giving customers a clear path from browsing the website to visiting a showroom, and giving HSL's retail team warm leads who have already researched online.
The details that make the difference
Ordorite ERP Integration
A deep, two-way integration with Ordorite syncs product data, stock levels, pricing and orders in real time. One source of truth across ecommerce and operations, with no manual re-keying or risk of overselling.
Guardsman Protection Plans
Guardsman fabric and leather insurance integrated directly into the product and checkout flow. Contextual, non-intrusive upsells at two natural points in the buying journey.
VAT Exemption
Rise and recliner chairs that qualify for VAT relief are handled automatically at checkout. Eligible customers self-declare, the discount applies instantly, and the process stays clear and compliant.
Fast, beautiful and fully optimised for mobile
Comfort furniture is increasingly researched and purchased on mobile. HSL's Hyvä-powered store delivers a seamless experience on any screen, with thumb-friendly navigation, fast-loading Cylindo imagery and a checkout designed to convert on the go. Performance was built in from the start, not bolted on — Hyvä's lightweight frontend means HSL's store hits high Lighthouse scores out of the box, keeping both customers and search engines happy.
