West Coast Edge makes live edge tables, chairs and custom furniture from single wood slabs. Almost nothing repeats, which breaks the assumptions a standard ecommerce store is built on. The site needed to sell finished pieces, raw materials and made to order commissions from the same catalogue.
The challenge
- Single item inventory, so a sold piece cannot simply be restocked
- Three things being sold at once, finished furniture, raw slabs and bespoke commissions
- High ticket purchases that need craftsmanship established before price is considered
- Customers commissioning custom work need to understand a process they have never been through
What we built
- Warm neutral design with generous imagery, letting the wood grain carry the visual weight
- Full width hero over a slab close up, with two routes in, browse collections or start a custom order
- Top level collection tiles splitting Chairs, Tables and Woodslabs
- Featured piece cards with a dual action pattern, order now or view product, so a decided buyer skips the product page
- Horizontal category rails for coffee tables, dining tables, accent tables, desks and console pieces
- Workshop section with the maker at the bench, leading into the custom order route
- Four step bespoke process, design, finalise, craft and deliver, answering the how does commissioning work question
- Limited edition carousel for one off signature pieces
- Wood slabs grid selling raw material directly to other makers
- Accordion covering craftsmanship, customisation, materials, service and sustainability
- Journal section for interior design content, newsletter capture and an Instagram feed
- Footer with full contact details, materials navigation, made to order link and payment methods
Catalogue architecture
The store treats bespoke as a product line rather than a contact form. Custom commissions get their own entry points, process explanation and calls to action throughout the page, sitting alongside the finished stock instead of buried under contact. Raw slabs are handled as a third catalogue with its own grid, opening a second customer type, other woodworkers, from the same store.
Results
A store that sells finished pieces, raw materials and custom commissions from one catalogue, with the craft process doing the work of justifying the price.
