Flokk: B2B and B2C for 9 furniture brands
Explore how Flokk, Europe’s leading workplace furniture manufacturer with products sold in 80+ countries, partnered with Forte Digital and Virto Commerce to build a scalable B2B and B2C ecommerce foundation.
In short
Flokk, Europe’s leading workplace furniture manufacturer, owns nine brands including HÅG, Offecct and Giroflex, and sells in 80+ countries — but most of its business ran through dealers with no online platform. Over three years with implementation partner Forte Digital, it built its B2B and B2C channels on Virto Commerce as the headless backbone: a product configurator for complex furniture variants, a dealer portal for offers, orders and delivery tracking, auto-generated price lists and a rebuilt Flokk.com, integrated with HubSpot and ERP. The configurator is now widely used by Flokk’s sales team, dealers and end customers.
Virto Commerce has made it possible for us to have a digital presence within B2B and B2C while supporting other needs from the organization, such as price list creation. Though we have a complex structure in our product data, Virto Commerce is user-friendly and fast, making it easy for everyone using the tool.
Challenge: dealer sales with no online platform
Though Flokk was a well-established name in ergonomic and contemporary workplace furniture, the majority of its business came from working directly with dealers without any online platform.
The company wanted to:
- Expand into new digital revenue streams across B2B and B2C channels
- Improve how its dealer network browses, configures, prices, and orders Flokk products
- Implement a flexible PIM system that could integrate with Flokk’s CRM and ERP
- Support a large number of product variants and configurations — a core complexity in ergonomic furniture
Solution: four initiatives on one headless backbone
- Product configurator: allows customers, dealers, and sales teams to custom-build Flokk products directly from the website, selecting variants, configurations, and materials
- B2B dealer portal: gives dealers tools to browse the full product catalog, configure products, generate offers, place orders, and track deliveries
- Auto-generated price lists: Virto Commerce data used to automatically build and maintain price lists, eliminating the manual effort previously required
- Flokk.com website redesign: the main consumer-facing website was rebuilt with HubSpot CRM on the frontend and Virto Commerce powering the product data and ecommerce flow on the backend
Result: a configurator in wide use
Business Benefits
- B2B dealer portal gives Flokk’s distribution network a self-service tool for browsing, configuring, quoting, and ordering, reducing sales overhead and improving the dealer experience.
- Product configurator eliminates the need for manual product specification and quoting, letting sales teams and dealers configure complex furniture variants in real time — directly from the website.
- Auto-generated price lists reduce the manual effort of maintaining pricing data across a large and frequently updated catalog.
