Essem Design
Essem Designs e-commerce is the flagship store where user experience, design, and the brand's history are highlighted in every detail. Together with Toxic, Essem has taken the step to a global platform where the vision of the hall as the "first room" meets modern technology, high performance, and a long-term digital strategy. Through a new framework, inspiring features, and over ten years of SEO work, Essem has created a digital presence that drives growth both in Sweden and internationally.
Background
Essem Design develops and manufactures hallway interiors with personality, functionality, and sustainability as guiding stars. With roots in Anderstorp and a history dating back to 1937, Essem is today an established player both in Sweden and internationally.
The collaboration with Toxic spans over a decade and includes both web development, e-commerce, and SEO. Together, we have built a digital platform that combines Essem's design vision with modern solutions and long-term growth.
Essem Design and Toxic have had a long collaboration. We know that Toxic is always present and has a genuine commitment to our business development. A project like this is never straightforward, but Toxic holds your hand all the way.
About Essem Design
Essem design develops and manufactures designed hallway interiors with personality, functionality, and sustainability as guiding stars. The roots are in Anderstorp, and Essem has a solid history that goes back to 1937.
The challenge
Essem wanted to create an e-commerce platform that both conveys the brand's identity and inspires customers. The vision of "the first room" – the hall that sets the tone for the home – would permeate the design and user experience. At the same time, a faster platform, better conditions for international expansion, and more powerful support for professional customers were needed.
Technology & E-commerce
The platform is built on a headless architecture where Norce manages products and prices, Pyramid functions as the business system, and Umbraco is used for content management. With the help of our own integration engine EntityFlow and Elastic Search, product data is handled quickly and efficiently, providing both stability and performance.
The front-end is developed in Next.js and React to create a responsive and interactive experience. Features like checkout and minicart are built modularly in React, making the platform flexible and easy to further develop.
E-commerce is designed to inspire. A new 3D configurator allows customers to customize products based on color, material, and size, while prices are updated instantly. Climate data is calculated at the product level to highlight each product's carbon footprint. Improved product relationships and smart cart suggestions make it easy to find complementary products.
Professional customers also get a better experience through seamless access to BIM files, product media, and environmental images directly at the product level. The platform is also built to handle multiple languages, translations, and market-specific content, making it possible to launch e-commerce in both Europe and the US.
SEO & Digital Marketing
Parallel to the technological development, Essem and Toxic have been working long-term with SEO and growth marketing. The collaboration has lasted for over ten years and has given Essem a strong digital presence.
The focus has been on optimizing product pages for important keywords, building information-driven articles and guides, working with technical SEO for faster loading times, and developing a link strategy for increased domain authority. At the same time, data-driven advertising through paid social and SEM has contributed to increased brand awareness and sales.
The results show a clear growth even from an already strong position. The number of top positions on Google (places 1–3) has increased by almost 30% and the number of visible keywords on Google's first page has grown by two-thirds. In total, Essem has more than doubled the number of incoming links and strengthened its visibility on both information-driven and transactional keywords. For example, "Hat shelf wall" has climbed from position 4 to 1, while "Hall furniture design" has moved from position 8 to 2.
The result
A platform for multiple markets. The orders that now come in automatically to the business system facilitate production and administration with less manual handling as the flows are now completely digital. In Norce, Essem has created dashboards where you can follow your KPIs daily, enabling easy tracking and control of your e-commerce. Toxic has set up imports of price lists, currency rules, and shipping discounts. In the user interface, you can smoothly navigate between languages and work in the PIM for your markets. Toxic has placed a strong focus on the product pages where we have built a product configurator based on color, material, and size that updates the price depending on which variant you choose.
The effect
Essem today has a global e-commerce platform that combines design, performance, and flexibility. Automated workflows reduce administration, dashboards in Norce provide full control over KPIs, and the platform's modular structure makes it easy to build upon.
For customers, the solution means an inspiring shopping experience that reflects the brand's vision, where features like 3D configuration and climate data provide added value. For Essem, SEO and marketing efforts have resulted in more top rankings, increased traffic, and strengthened competitiveness in both Swedish and international markets.
Toxic visits Essem Design
When you open the door to Essem Design's office in Anderstorp, you are greeted by an atmosphere that feels welcoming, warm, and thoughtful – just like the products they create. The hallway is the company's heart and soul, and at Essem Design, there is an unwavering belief that the first place you encounter should be something truly special. "The hallway is more than just a passage; it is an introduction to everything that awaits," says CEO Robert Bladh as we settle down among beautifully designed coat racks and hooks.
Book a meeting
In the meeting, we will go through your goals, current situation, and how we can assist you further.
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