When Sue and Tony from The Urban Chair Company first got in touch, they had a clear goal: to take Tony’s decades of experience in the commercial furniture industry and turn it into a modern, sustainable business. They didn't just need a website; they needed a reliable tool that could handle the unique demands of selling high-quality, ex-display furniture online.
Identifying the Need
Tony has a deep passion for exceptional furniture and sustainable design. He saw a gap in the market for a business that helps customers invest in premium pieces without the environmental cost of buying "fast furniture."
The challenge for Elm Marketing Solutions was to build a bespoke e-commerce website that reflected this ethical mission. The site needed to look professional enough for commercial clients (like hotels and restaurants) while remaining accessible and easy to navigate for homeowners.
Practical Web Development with a Focus on Autonomy
One of the most important aspects of this project was ensuring Sue and Tony felt in control of their own platform. In web development, it is common for business owners to feel "locked out" of their own sites, having to rely on an agency for every small change.
We prioritised operational independence. The final solution was built with a user-friendly backend that allows the team to:
Update stock levels instantly (essential when dealing with one-off ex-display items).
Process orders and manage fulfilment without technical hurdles.
Maintain a high-quality user experience (UX) for their customers.
By focusing on a clean, responsive web design, we ensured the site looks just as good on a smartphone as it does on a desktop—crucial for busy professionals browsing for office furniture on the go.
A Meaningful Outcome
It was a privilege to help Sue and Tony bring this vision to life. The Urban Chair Company is a fantastic example of a business with a real purpose—extending the life of quality furniture and championing environmental responsibility.
The new site is now fully live and operational. It provides a credible, authoritative space for them to showcase their curated collection, from designer office chairs to stylish café seating.
At Elm Marketing Solutions, we believe that good website design should be about more than just aesthetics; it’s about building a foundation that helps a business run smoothly and scale naturally. We are thrilled with the results and wish Sue and Tony every success as they grow.
