Highlights:
- Built a new Adobe Commerce (headless) platform for stability, scalability, and performance.
- Delivered a unified multi-brand UX across Uttermost and Revelation with shared cart functionality.
- Implemented advanced configurator logic to handle complex sectional and fabric options.
- Introduced trade-specific tools to improve B2B ordering efficiency and dealer experience.
- Developed a robust technical foundation with improved ERP data reliability and site uptime.
- Achieved a 58.08% increase in checkout actions and stronger funnel tracking.
- Drove a 6.25% revenue increase within nine months of launch.
- Realized a 49.91% boost in organic search revenue, despite fewer new users.
- Uttermost’s platform has been recognized at the 14th Web Excellence Awards in four categories including:
- eCommerce Design: Design & Features – B2B eCommerce Website
- Interior Design: Website – B2B eCommerce Website
- eCommerce Platform: Website – B2B eCommerce Website
- Homepage: Design & Features – B2B eCommerce Website
Custom PIM Xtern Software
Authorize.net for payment processing
HubSpot Email Marketing Search Klevu - AI site search
React + TailwindCSS for UI
GraphQL for Data Queries
Fastly CDN for Secure, Fast Global Delivery
Klevu Search for Product Discovery
Redis + Varnish for Caching & Speed
AWS Aurora relational database
Dockerized Infrastructure for Hosting and Scaling
Bitbucket Pipelines for Automated CI/CD
Proactive 360° Monitoring for Performance
Uttermost is a leading manufacturer in the home furnishings industry, offering decorative accents, lighting, and furniture through multiple brands — Uttermost, Revelation, and Salt and Light. The company sells exclusively through trade and retail partners, meaning its digital ecosystem must be tailored to B2B efficiency and reliability.
While the company’s prior websites were visually clean, they lacked integration and flexibility. Uttermost and Revelation were both accessible within the single Uttermost.com experience, but cross-brand workflows and permissions operated independently, which occasionally made the buying journey less seamless. The backend also faced performance strain during major product and pricing updates.
- Legacy Infrastructure: Periodic site instability during product updates and catalog uploads.
- Disjointed Multi-Brand Workflows: While both brands were housed within Uttermost.com, workflows and permissions weren’t fully aligned, creating friction in the buying journey.
- Complex Sectional Products: Configurable furniture with multiple SKUs and fabric/leather options required customization beyond standard Magento flows.
- ERP Integration: Legacy connections occasionally caused delays and data syncing inconsistencies.
- Limited UX Impact: The previous sites didn’t effectively tell each brand’s story or create a streamlined B2B purchase journey. Previously, the legacy site couldn’t consistently capture reliable checkout data, limiting available insights into buyer behavior— but after launch, unique users beginning checkout increased by more than 58%, proving the stability of the new platform.
Jola’s design and development teams delivered a multi-brand B2B eCommerce redesign that unified Uttermost and Revelation into one seamless shopping experience.
- Unified Brand Storytelling: For the first time, customers could shop Uttermost and Revelation seamlessly, with shared cart functionality across brands.
- Contemporary Design: Clean layouts, whitespace, and updated typography modernized the look without alienating existing users accustomed to the old site.
- Improved Product Pages: New categorization and swatch-based filtering made it easier to discover and evaluate products.
- Optimized Navigation: Dealers could quickly find information and build carts efficiently, aligning with the needs of repeat buyers.
The site was engineered on a robust, modern stack to solve fragility and scalability issues.
- Platform: Adobe Commerce (self-hosted Magento) with a headless React frontend.
- Infrastructure: Linux servers, Docker virtualization, Aurora Database, Redis caching, Elasticsearch, and Fastly for performance and search.
- ERP Middleware: A custom middleware layer bridged mismatched formats between Uttermost’s ERP data and Adobe Commerce requirements, removing bottlenecks and ensuring data reliability.
- Collaboration: Close coordination with ERP partner Xtern Software stabilized data management and streamlined ongoing operations. This stronger architecture also supported long-term SEO performance, with organic search revenue climbing nearly 50%, even as overall traffic normalized, demonstrating improved conversion efficiency.
Uttermost’s custom sectional furniture required advanced configurator logic capable of managing thousands of SKU combinations and fabric options. Jola developed a B2B product configurator that streamlined ordering for dealers through intuitive visualization and swatch-based filtering.
- 2D “Imagination Configurator”: A pragmatic tool enabling dealers to piece together sectionals with fabric/leather options, prioritizing accuracy and usability.
- Custom SKU Logic: Built to manage Uttermost’s complex product structures.
- Swatch-Based Filtering: Enabled easy navigation by fabric type or sample.
- Bulk Ordering: CSV upload for SKU lists simplified large dealer orders and reduced manual entry.
Because Uttermost sells exclusively B2B, Jola implemented features designed for trade partner efficiency.
- Permission-Based Catalog Access: Products could be viewed by all, but only purchased by dealers with proper brand permissions.
- Markup Tool for Guest Users: Allowed dealers to generate adjusted pricing and collaborate externally.
- Quick Inventory Lookup: Real-time stock levels, warehouse assignments, and restock dates were immediately visible.
- Streamlined Ordering: Enhanced cart workflows and quick order functions supported high-volume purchasing needs.
The Impact
Within nine months of launch, Uttermost experienced measurable growth across every major eCommerce metric. The new platform not only strengthened operational reliability but also enhanced buyer engagement, conversion efficiency, and organic performance — validating the long-term value of their digital investment.
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