Leolux's digital presence had served them well, but no longer matched the ambition of this established Dutch furniture brand. To attract a younger, affluent audience and present a consistent brand identity across markets, Leolux needed more than a refresh. Together, we built a multi-language product experience website that brings the craftsmanship and luxury of Leolux to life online: one platform, four languages, six domains, and full control for the Leolux team.
Multi-language product experience website across 4 languages and 6 domains
Storyblok headless CMS for flexible content management
Product configurator with material and colour swatch ordering
NextJS, Apollo GraphQL and TypeScript architecture
Scalable platform built for future international expansion
The challenge
How do you expand a luxury furniture brand's target market with a consistent, multi-language online presence that appeals to a younger, affluent audience?
The solution
A custom-built multi-language product experience website in Storyblok headless CMS, featuring a product configurator and intuitive dealer locator across four languages and six domains.
Leolux x iO: building a digital experience worthy of 90 years of heritage
Leolux is an established name in the European furniture market, producing quality designer furniture in the Netherlands since 1934. As a family business, Leolux Furniture Group develops, manufactures and sells made-to-order furniture for discerning customers worldwide. The group includes the brands Leolux, Pode, Évidence and Leolux LX.
Our partnership began with Pode, another brand within the Leolux Furniture Group, for which we delivered a contemporary product experience website. That successful collaboration laid the foundation for what followed. Today, iO is a trusted digital partner helping Leolux Furniture Group strengthen their online presence across multiple brands and markets.
Why a new multi-language product experience website was essential
Before working with iO, Leolux focused primarily on the 45+ audience. But analysis of recent societal shifts revealed an untapped market: the affluent 30+ age group. Attracting this new audience required more than cosmetic changes. It called for a digital experience that reflects the exceptional quality and craftsmanship Leolux is known for, presented consistently across every market and every device.
The existing digital setup couldn't deliver that consistency. Leolux needed a platform that would unify their brand presentation while offering the flexibility to tailor content per region and language.
One platform, four languages, six domains
The technical complexity of a multi-domain, multi-language website called for close collaboration. We worked together as one team, with ongoing progress and shared decision-making throughout the project.
Despite tighter budget and time constraints than originally anticipated, we delivered an elegant multi-language product experience website: four languages across six domains, all managed from a single Storyblok headless CMS instance. This gives Leolux a platform to present their values and brand identity fluently and consistently on every touchpoint.
A headless CMS architecture built for performance and scalability
We built the application using NextJS (a React library) and created a data communication layer with Apollo GraphQL in TypeScript. This headless CMS architecture ensures fast performance, flexibility and future scalability.
The choice of Storyblok was strategic: it offers the visual editing experience that Leolux's marketing team needs, combined with the technical flexibility required for a multi-market setup. Content creators see exactly what they're building, while developers maintain full control over the front-end experience.
Full CMS control for the Leolux team
We wrote the code and configured Storyblok so that Leolux only needs to create one page, then customise and control which parts are displayed per domain and language. This dramatically reduces content management overhead while ensuring brand consistency.
Key features:
A product configurator that lets visitors select, customise and configure furniture to their exact preferencesAn intuitive dealer locator with customisable domain and language componentsFull CMS control: Leolux decides which features or pages to include or exclude per language and domain
A seamless customer journey from inspiration to showroom
Today, Leolux website visitors can explore and configure products across the entire range using the built-in product configurator. Access to Leolux is effortless. There is a comprehensive and interactive dealer list, and visitors can order material samples and colour swatches for free home delivery.
The result is a digital experience that mirrors what customers encounter in a Leolux showroom: personal, tactile, and focused on bringing their vision to life.
Leolux has taken the next step in optimising its brand identity in several areas this year. Creating a new high-end digital brand experience that perfectly matched our brand is a task we confidently entrusted to iO. After the previous experience with the launch of the new Pode website, the entire process ran very smoothly once again. We set high standards for quality and technology, but iO exceeded all expectations. Whatever the future holds for Leolux: with iO, we face it with great confidence.
The numbers
1
Languages supported across the platform
1
Domains managed from one CMS instance
1
Storyblok headless CMS powering everything
1+
New target audience age group
A digital foundation built for luxury and growth
The new multi-language product experience website does more than showcase beautiful furniture. It gives Leolux a future-proof digital foundation that matches their brand ambition. By consolidating multiple markets into one platform, Leolux has reduced content management complexity while ensuring every visitor, regardless of location or language, experiences the brand exactly as intended.
For the Leolux team, the impact is immediate: faster content updates, easier market expansion, and full control without technical dependencies. For their customers, the experience is seamless: from discovering a design to configuring it to their taste to finding their nearest dealer. The platform is ready to scale as Leolux continues its international growth.
