Design success in digital transformation

Key Figures

  • 20% digital revenue within one year

  • 12% conversion rate

  • 60% reduced time-to-market

HAY is one of Denmark’s strongest design brands. The company was founded in 2002 with the ambition that Danish furniture design will find its way back to the great times in the 1950s and 60s, but in a contemporary context. The collaboration with young as well as more established designers has resulted in an exciting range of cool interior details and interesting furniture.


HAY wants to build for the future and long-term global growth. To support this ambition, digital transformation of the company’s commercial processes is seen as absolutely crucial. The most tangible result of this initiative is an award-winning e-commerce solution that supports both B2B and B2C business throughout the customer journey. The solution is built on Optimizely’s platform together with a PIM system and has been developed in collaboration with Impact, an Optimizely partner with specialist expertise in e-commerce.

The overwhelming challenge for HAY was the company’s complex sales process, for example, two months of sales training were required. The new commerce platform has become a powerful and easy-to-use tool for retailers, enabling each customer to have a personalized buying experience. It supports the entire customer journey, from inspiration and search to order collection, self-service and service. Through the product configurator, store customers can also get personal help to find the desired product and design.

All product information in one place

To handle the vast amounts of product data, an inRiver PIM system was introduced that collects and structures all information about a total of 5 million product variants. This in turn creates fantastic opportunities for customization of HAY’s products on the website and increases the value of having such a large range. With the PIM system, product data management has become 25% more efficient.

Optimizely acts as the engine for the commerce platform, and through the same installation, HAY also runs its consumer-focused brand site, which is quite unique in this context. The two sites are fully product-integrated, so that end customers can find the same products and variants on the brand site and at retailers.


Retail and consumer

Product used


About HAY

Founded in 2002, HAY aims to create modern furniture with an eye for contemporary living and sophisticated industrial manufacturing of durable, high-quality products that add value for the user. The vision is to create simple, functional and aesthetic design in collaboration with some of the world’s most curious and courageous designers. Today, HAY’s range includes more than five million product variants. The company has a turnover of more than DKK 1 billion, with sales in 30 countries.

Company size: 200-500 employees

Industry: Retailer

Region: Nordic

Extra content

HAY’s digital platform in brief:

  • Optimizely-based web platform that includes both the public website (B2C) and the commerce site (B2B).
  • Managing product data in a common PIM system.
  • Digital sales support for own stores and retailers through the B2B commerce platform.
  • Delivery times and prices for all 5 million product variants through integration with production. Automated price lists for 15 markets.



In collaboration with


Scandinavian born, globally committed

The Copenhagen-based digital commerce solutions specialist Impact is an award-winning Optimizely Gold Solution Partner. With a team of more than 200 consultants, strategic advisers, designers and developers, Impact offers detailed insights into the future of digital commerce while building omnichannel solutions using strategy, design, technology and optimization.