Kvadrat – Keeping apace with dealers’ needs

Monday, August 21, 2017

Magnetix are creating a B2B e-commerce platform for the textile company, Kvadrat.

For 55 years, Salone del Mobile in Milan has been one of the biggest and most important furniture fairs in the world. It goes without saying that, as a leading manufacturer of exclusive designer textiles, Kvadrat are always represented. However scarcely have the sales reps returned to Ebeltoft and packed away the stands than dealers of every conceivable scale are ready to get their hands on the products in the year’s new collection. Obviously, it is a well nigh impossible task for Kvadrat’s sales staff to get catalogues, swatches and sales figures out to each and everyone of the 6,000 dealers. By the time they have covered them all, it is time for the following year’s fair and the launch of a new textile collection.


The solution


The forthcoming e-commerce platform will enable dealers to access the latest collections shortly after they are launched and to be first in line with the new products, when the next major prestigious building needs its chairs upholstered. Dealers will gain an inspiring, easily accessible overview of textile collections and the necessary technical knowledge of materials and specifications. The solution is closely intermeshed with an e-shop, where dealers can quickly and effortlessly order swatches for their customers and create a ‘favourites list’ for a customer, from which the customer can select the products their dealer should purchase for them. The end customers will also have access to part of the platform and will also be able to create favourites lists, which they can then share with a dealer.


“The new e-commerce platform will make both the brand and the products more accessible. We look forward to offering our dealers a new and improved overview of our products, an expanded service and more flexible ordering of goods and swatches. I am expecting the solution to be welcomed with open arms, and I hope that both dealers and end customers will enjoy an even more inspirational experience,” says Christian Baum Blaakær, Kvadrat’s Head of Business Development.


Ulrik Mailand, Client Service Director at Magnetix, adds: “It has been a fascinating task to analyse and conceptualise Kvadrat’s new service and trading platform. Kvadrat have been more than willing to invest in thorough analysis and research work, and have provided valuable knowledge towards the development of a thoroughly thought out concept, which will accommodate the needs of different market segments.”


Preparatory work


Prior to coming up with the final concept, Magnetix conducted a thorough analysis, including a large number of interviews with sales reps in 6 countries, 18 international dealers and a number of end customers. On the basis of these interviews, they developed 4 comprehensive user journeys, catering for the user requirements of sales reps, dealers and end customers. In addition, Kvadrat attended workshops at Magnetix, at which they provided a creative contribution in terms of prioritising the various needs and drafting ideas for the future solution.


The new Kvadrat e-commerce platform, for which Vertica is the technical implementation partner, will be rolled out in late 2017.

The Danish company, Kvadrat are Europe’s leading manufacturers of exclusive designer textiles for both corporate customers and private homes.


The company’s products are created in collaboration with prominent international designers, architects and artists and can be seen in famous architect-designed buildings all over the world. These include the Guggenheim Museum in Bilbao, the Berlin Reichstag, the Guangzhou Opera House in China and the Copenhagen Opera House.


They have existed since 1968.

Ulrik Mailand

Ulrik Mailand

Alliance Director

+45 40408073