New eCommerce platform for the two retail chains Ilva and Idemøbler.

The challenge

In 2017, IDdesign — the Danish furniture and interior design group behind ILVA and IDEmøbler — faced a major digital challenge.

They saw a clear growth opportunity: close the gap between their physical stores and their online presence. To achieve this, they needed a stronger, modern and scalable eCommerce setup.

IDdesign made a strategic decision: partner with Novicell to rebuild their entire digital commerce infrastructure and improve overall business performance.

The goal was to create one solid platform serving both ILVA and IDEmøbler, connecting physical retail with online shopping and supporting future growth.

The Solution

Novicell developed a customised Umbraco-based eCommerce platform, designed to support thousands of products and high traffic peaks without losing performance.

The solution combines flexibility, scalability and speed, and is built around several core components:

ERP Integration & Product Categorisation

IDdesign has full control over how products are structured in the eCommerce platform.

• ERP categories sync directly into Umbraco.
• A product can belong to several categories (e.g., a sofa can be “sofa”, “chaise longue” and “corner sofa”).
• New categories can be created for campaigns or seasonal events such as “Christmas decorations”.

This flexibility makes it possible to create a customized menu structure on the website, completely independent of the categorization in the ERP catalog, granting freedom to UX/UI designers, programmers and marketing specialists, who can easily create elements in eCommerce, without depending on the ERP, to promote campaigns, seasons or special days.

Product variants and packages

‍Variants and bundles were added to simplify the customer experience and improve catalogue management.

• Bundles combine several products into one set (e.g., shelving with drawers, cabinets and doors).
• Variants allow customers to choose colours or options inside one product instead of navigating multiple product pages.

All colour options now live under one product, making browsing easier and reducing backend complexity.

Editors can also highlight specific variants during seasonal campaigns, such as showing all red variants at Christmas or yellow variants during Easter.

Advanced Filtering & Smart Search

‍Navigation was upgraded with:

• advanced filtering
• ultra-fast search with search-as-you-type

This is crucial because each site manages around 600,000 unique product variants.

The improved search and filtering directly support higher conversion rates and faster product discovery.

‍Custom extensions

The new eCommerce platform includes:

• Click & Collect integration
• A product configurator where customers can design custom combinations (for example: dining table + chairs in different finishes)

This gives customers more control and creates a more engaging shopping experience.

Flexible content modules‍

The ILVA and iDemøbler eCommerce backend was designed with an easily editable and adaptable structure. The solution is based on a system of dynamic content that is easily modified using the drag-and-drop function. This means that you can easily adjust and relocate each content block directly on the Umbraco grid, providing the ability to add:

• Image or color backgrounds.
• Titles and headings.
• Body of text.
• Price tags.
• Shapes and figures.

This versatility will allows ID Design to customize and design the content of its pages in an efficient and attractive way.