Retail & Consumer

A digital flagship experience for a timeless brand

How we helped Svenskt Tenn build a digital flagship experience worthy of the brand

Digital Commerce,

NoA Ignite — The digital consultancy that delivers

Challenge
Svenskt Tenn needed a digital flagship experience that matched its physical store, handled a complex product range, and brought their B2C and B2B sites together so the team could work more efficiently and consistently.
Solution
We built a modern headless architecture with Commerce Layer and Sanity at the core, integrated with Business Central and Auth0, and a Next.js frontend crafted for speed and polish.
Impact
The new platform is fast, elegant, and unified. Content and products are easier to manage, workflows are more seamless, and Svenskt Tenn now has a flexible foundation for future growth.
Tech
- Commerce
  Commerce Layer
- CMS & Content
  Sanity
- Data & ERP
  Business Central
- Authentication
  Auth0
- Frontend
  Next.js

Bringing the flagship experience online

Svenskt Tenn wanted the online store to capture the same feeling customers know from the flagship in Stockholm. That meant more than a visual refresh. The digital experience needed to feel premium at every touchpoint. Pixel-perfect design. Smooth transitions. Micro interactions that felt intentional rather than decorative.

Their broad product range added another layer of complexity. Furniture, lighting, textiles, tableware, and smaller accessories all carry different data structures, storytelling needs, and presentation logic. The new platform had to support multiple content templates, flexible layouts, and product-specific detail without compromising consistency or maintainability.

Operationally, the old setup limited what the team could do. Updating content took time and often required developer support. Managing data across systems was slow and prone to friction. And with B2B and B2C separated into different sites, workflows were doubled, and customers saw two different experiences.

The challenge was to build one cohesive platform that met the brand’s high visual standards, supported diverse product types, and significantly simplified the internal workflow.

One platform for every customer

We designed a modern headless e-commerce architecture built for flexibility, performance, and editorial freedom. B2C and B2B now share the same foundation, with room for tailored functionality and customer-specific experiences where needed.

Commerce Layer provides a scalable commerce engine. Sanity serves as both CMS and light PIM, giving Svenskt Tenn a structured way to manage product data while building rich, modular content. With reusable blocks and clearly defined schemas, the team can shape product stories and update content independently, without relying on developers.

Integrations with Business Central ensure synchronized product data, stock levels, and customer information across the entire ecosystem. This reduces manual work and ensures accuracy across both audiences.

Auth0 powers secure authentication for consumers and business users. The B2B experience extends naturally from the same architecture. Account-based pricing, order handling, and customer-specific journeys are all managed in the same interface the team uses for B2C, a major improvement from the previous split setup.

The frontend is built with Next.js and engineered with precision. Performance, responsiveness, and smooth transitions were essential, reflecting the brand’s aesthetic and creating a shopping experience that feels crafted. The result is a digital store that balances luxury with speed.

A crafted experience with room to grow

The new platform elevates Svenskt Tenn’s digital presence into a true extension of their physical flagship. Thanks to Next.js and modern React features like server-side rendering and efficient caching, the site performs smoothly even with complex content structures. Pages load quickly. Transitions feel natural. The experience holds together across mobile, tablet, and desktop.

These performance improvements also strengthen SEO. Faster loading, cleaner code, and better technical structure support more efficient indexing and improved search visibility.

For the internal team, the impact is clear in day-to-day work. Content and product management now happen in one unified system. Structured data, reusable blocks, and Sanity’s modular setup give the marketing and e-commerce teams far more freedom. Updates that used to require technical help can now be handled directly.

Unifying B2B and B2C removes duplicated workflows and creates consistency across customer journeys. Launches and changes happen faster. Data flows more cleanly. The experience feels coherent for every visitor.

Svenskt Tenn now has a scalable, future-proof platform built to support both storytelling and commerce. A digital foundation that respects the brand’s craftsmanship while giving the organization the flexibility to evolve and grow.