Montana Furniture
The online flagship store

Endless design possibilities made simple. Say hi to a digital shopping experience that helps customers through inspiration, customisation and conversion.

2.5 minute read


enabled in Denmark


increased page visits


radically improved


"Best Buying Experience" - Optimizer Awards 2022

02. WORK

Colours and inspiration on end

Business strategy

Digital transformation roadmap

Tech stack

Optimizely (Episerver), inriver and Azure


Seamless journey from research to basket


Product configuration in 3D with Cylindo


70.000 options

… are a lot of options. So to help customers navigate through inspiration and customising their personal shelving system, Montana Furniture teamed up with us.

They got started by listening to their customers. Montana quickly learned that online shoppers don’t care much for ‘From’ prices. They want to see the actual price and design for the product they’ve configurated, and they want to be met with a seamless journey from inspiration to purchase. That’s where we made an appearance.


Digital sets the agenda

With these customer insights as our leading star, we started sketching the journey. The first step was to help Montana design a roadmap of an extensive digital transformation. This was presented to the design company’s board – and we followed up with a clear-cut plan for rolling out a unified content and commerce solution. One that would change both customers’ experiences and business processes radically.

Together with Impact, we’ve created an online atmosphere that almost provides the same experience as a physical store would.

Claes HansenHead of e-commerce

Endless and seamless

In the shape of seamless navigation, endless aisles with heaps of options and a playful approach to design and quality, the new website was launched.


Digital and visual craftsmanship shape the framework for the experience. Customers can move digitally from living room ideas to home office inspiration ­­­through endless immersive images. A shop-the-look feature helps customers to easily see and buy the products shown in the inspirational imagery.

Up close from every angle

A solid tech stack and a visual inspirational hub combined resulted in an intelligent 3D product configurator created with Cylindo. With it, Montana brings more than 70,000 different configurations to life in photorealistic 4K quality. Customers can tailor any product, see it up close with natural shadows and make changes in everything from colour, position and depth before adding to basket.

Endless possibilities usually means a high degree of complexity. IMPACT helped us turn this complexity into an easy-to-use and almost tactile digital experience.

Claes HansenHead of e-commerce, Montana

One platform tailored for B2B and B2C

The new site for private and professional customers went live across three languages and 12 countries in December 2020. The commerce part for privates – also known as direct-to-consumer or D2C – in Denmark is merely the first of many more to come. 

To meet the needs of multi-brand retailers, we’ve built a separate retailer website using the same underlying solution architecture as the main site. The site caters to retailers in need of quick online order handling and assisted sales and focuses on Montana’s readymade product series Free, Mini and Wire. The site went live in February 2020 in three languages and supporting commerce in 13 countries.

Deep dive into the ins and outs of D2C and explore how we helped Montana enable direct sales right here.


Let's talk tech


3D product configuration in 4K


Unlimited product details

Azure Cloud

Clever cloud hosting

Optimizely (Episerver)

Flexibility first CMS and Commerce

07. The fine print

About Montana

The family-owned Montana Furniture has provided generations with personalized storage solutions, since 1982. The Danish high-end furniture company was established by Peter J. Lassen, who also created the modular Montana System.

Want more insights on our project with Montana?

Ole will tell you all about it.

Ole Buch Rix | IMPACT Team

Still scrolling?

You might also fancy these stories.