Gulled
Solutions
Visual Identity, E-commerce, B2B, Design, Strategy
Representing two major brands in the industry, HAY and &tradition, Gulled operates at the intersection between architects, interior designers and retailers in bringing quality design to the Swedish and Finnish markets.
Bridging Heritage and Commerce
Rooted in design and furniture history, the site reflects the brand's unique place in the design world. It brings their rich collections to life while creating a clear path from inspiration to purchase.
Based on an updated visual identity, we wanted to turn the physical catalogue into an interface that keeps the same precision, with each variant and form displayed with index-like clarity.
How it’s built
- Platform Gulled’s own business system, headless
- CMS Storyblok
- Frontend Next.js, React
- Search Built in-house
- Accounts B2B login, customer pricing
- Ordering Direct to the order system, invoiced
- Hosting Vercel
- Markets Sweden and Finland
Built on Gulled’s own systems
There is no commerce platform in between. The storefront reads products, categories, designers and fabrics directly from Gulled’s own business system, which stays the single source of truth for the catalog, customers, pricing and orders. The full catalog is snapshotted nightly and served as static pages, with on-demand updates in between, so the site is fast without hammering the ERP.
B2B without the admin work
A dealer logs in with their work email and the site matches it to their customer number automatically, no manual account setup. Logged in, they see their own net prices with the right VAT for their market, and orders post straight into Gulled’s order system, split per brand with separate references for &Tradition and HAY.
Product data beyond the ERP
The ERP holds the business truth but not everything a storefront needs. A custom admin we built manages the rest: product imagery, enriched descriptions and the upholstery library, stored and served through AWS alongside the CMS content. The team keeps presentation in one place without duplicating business data, and the two sources meet on the product page.
A catalog that works like an index
Designers sync from the business system into the CMS so the team can layer bios and imagery on top, and a dedicated upholstery library brings fabric and color detail to every product. Procurement filters surface what professional buyers need: Avropa agreements, FSC, EU Ecolabel and fast-track delivery.
Search built in-house
Search runs on a prebuilt index of the catalog, covering product numbers, brands, designers and sustainability flags, and the PDF price-list archive is searchable the same way. No search vendor, no per-query fees.