Business & Pleasure Co.: A Shopify Storefront For a Luxury Outdoor Furniture Brand
How we designed and built the Shopify storefront for Business & Pleasure Co., serving both individual shoppers and trade buyers across a large, growing catalog.
Project Snapshot
CLIENT
Business & Pleasure Co.
INDUSTRY
eCommerce / Luxury Home & Outdoor Furniture
WHAT WE DID
Website Design & Development
PLATFORMS
Shopify
REGION
Global
About Business & Pleasure Co.
Business & Pleasure Co. is a luxury beach and outdoor furniture brand offering umbrellas, sun loungers, sofas, and accessories across a range of designer collections, including a collaboration with Jenni Kayne. The brand sells to individual customers and trade buyers through catalogs released regularly throughout the year.
The Challenge
Selling premium-priced outdoor furniture online, often well over a thousand dollars per piece, asks a lot more of a website than a typical retail store. A few specific problems needed solving:
With some products offering more than 200 fabric and color combinations, customers needed a way to choose confidently rather than face decision overload
Trade and wholesale buyers have fundamentally different needs than individual retail shoppers, and both needed to be served without either feeling like an afterthought
A catalog that grows with new collections released monthly needed a structure that could scale without requiring a rebuild each season
Our Approach
01
Lead With the Story Before the Specifications
For a premium purchase, the decision is emotional before it’s rational. Collection narratives and lifestyle imagery were treated as primary content, with functional specs supporting that story rather than leading it.
02
Turn Hundreds of Options Into One Confident Choice
With 200+ combinations possible on a single product, the real design challenge was the variant-selection experience itself – not simply displaying every option, but helping a customer narrow down to a choice they feel good about.
03
Give Trade Buyers Their Own Path, Not a Retrofit
Wholesale and trade buyers need bulk pricing and account-based ordering, which is a different experience entirely from retail browsing. A separate trade path was built from the start, rather than bolting trade features onto the consumer storefront.
04
Architect the Catalog to Grow, Not Just to Launch
With new collections and monthly catalogs planned as an ongoing part of the business, the product and collection structure was built to scale without needing structural rework every time something new launched.
FINAL OUTCOME
Website
Results & Impact
Business & Pleasure Co. now has a storefront that presents premium furniture through lifestyle-driven storytelling, makes hundreds of product variants feel navigable rather than overwhelming, and serves both retail and trade buyers through paths built specifically for each.
31%
increase in conversion rate
29%
increase in trade account signups
20%
reduction in bounce rate on variant pages
Core Features Delivered
✓
Shopify Storefront Design & Development
A full luxury ecommerce build supporting a large, growing product catalog
✓
Collection & Catalog Architecture
Structured to support monthly catalog releases and named designer collections without requiring a rebuild
✓
High-Variant Product Selection UX
Navigable selection across 200+ fabric and color combinations per product
✓
Trade & Wholesale Portal
A dedicated login and ordering path for trade and wholesale buyers, separate from the retail experience
✓
Loyalty Program Integration
Supporting repeat retail customer engagement
✓
Store Locator
Helping customers find physical retail locations carrying the brand
Pieces often run well over a thousand dollars, so the site had to do more than display products. It had to help customers commit to premium-priced purchases with options that could easily overwhelm, while also serving two very different kinds of buyers.
Rather than just listing every option, the variant-selection experience itself was designed to help a customer narrow down to a choice they feel good about, since decision overload is the real risk with that many combinations on one product.
A separate trade and wholesale path was built from the start, with its own login and bulk, account-based ordering, rather than retrofitting trade features onto the consumer storefront after the fact.
The collection and product structure was architected to scale as new designer collections and monthly catalogs launch, so the site doesn’t need structural rework every time something new is added.
Collection narratives and lifestyle imagery come first, with functional specs supporting that story rather than leading it, since a premium purchase like this is emotional before it’s rational.
Yes, a store locator is built in to help customers find physical retail locations that carry the brand, alongside a loyalty program supporting repeat retail customers.
Yes. If your catalog has complex variants, a mix of retail and trade buyers, or a growing collection structure, Syndell can build a Shopify store designed to scale with that complexity rather than around it.
Too many options, not enough clarity for your customers?
If product complexity is costing you sales instead of showcasing your range, let’s talk about fixing that.
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