RAFZ Cirkulära Interiörer, a Swedish furniture company specializing in affordable and eco-friendly furnishing solutions, struggled with slow site speeds and heavy plugin dependency. By rebuilding the site using efficient code, integrating an API with Place2Place, and enhancing the homepage experience, Redefine Web reduced load times to 2 seconds and increased conversions by 28%.
RAFZ Cirkulära Interiörer is a Swedish brand offering sustainable, affordable furniture for businesses and individuals. They combine logistics, design, and eco-friendly practices to help clients buy, sell, or optimize spaces with quality pre-owned pieces. By repurposing and repainting furniture, they create workplaces that are both modern and sustainable. With rising demand for second-hand, eco-conscious solutions, their digital presence became essential. However, an outdated website risked customer loss. Redefine Web rebuilt it with improved performance, integrations, and a user-focused design, ensuring RAFZ’s circular interiors mission thrives in today’s digital marketplace.
RAFZ struggled with an outdated, plugin-heavy website that took over 15 seconds to load, driving customers away and causing frequent cart abandonment. Despite offering sustainable, eco-friendly products, slow performance and downtime damaged trust and limited sales.
The site also failed to showcase products effectively, with a weak homepage that didn’t inspire or guide shoppers. RAFZ lacked tools to highlight full room setups or make browsing easy.
Another major gap was the absence of a strong API connection, preventing partnerships with platforms like place2place that could expand product reach. Without fixing speed, presentation, and integrations, RAFZ risked losing ground in an increasingly competitive ecommerce market.
Redefine Web rebuilt the RAFZ website from the ground up by transferring the original design into a streamlined, lightweight theme. We removed unnecessary plugins and replaced them with efficient custom code to enhance WooCommerce functionality. Beyond improving performance, a custom repaint feature was added to align with RAFZ’s sustainable offerings, and the homepage was redesigned to create a more substantial product-focused browsing experience. We also delivered an API integration with place2place, ensuring automatic product listing across platforms.
Key steps included:
By eliminating heavy plugins, optimizing WooCommerce, and introducing a streamlined theme, RAFZ’s website now loads in just 2 seconds. The rebuilt online store not only improved conversions by 28%, but also reduced server strain and bolstered reliability. Combined with new features like a custom repaint option and broader exposure via place2place, RAFZ achieved improved digital performance, a more engaging shopping journey, and measurable revenue growth.
Myles Scolnick
Peter Dolenc
Francis Strutt
