Case Study: 84% YoY Increase in Sales For This Danish Furniture Brand Following a Shopify Theme Upgrade

OMHU: Brand overview

OMHU is a Danish furniture brand best known for its bold, colour-led approach to interiors. Initially trading in curated vintage pieces, the brand officially formed around the creation of its iconic TEDDY sofa, drawing on years of experience in interior design.

Today, OMHU sells its beautiful, made-to-order furniture around the world, with a large customer base in the USA, as well as across Europe. Customers can experience the furniture in real life at one of several showrooms and partner locations across Europe and in Korea, as well as purchasing online.

The goal: An easy to manage, visually immersive website

When OMHU first engaged Swanky, it was already using Shopify, but its storefront needed a refresh to bring it in line with the overall brand vision. An inflexible theme was restricting what the brand could do as it looked to improve online user experience, and the overall customer journey had become disjointed across key touchpoints.

OMHU wanted a new Shopify theme that could support a more design-focused experience, prioritising imagery and video to showcase its products and reflect the iconic concept of the TEDDY sofa. This meant adding more “visual real estate” across key journeys – such as on the homepage, on product detail pages, and throughout editorial content – to immerse visitors in the brand and tell a richer product story.

The team also wanted to improve product discovery and exploration, helping customers browse, compare and understand options more easily, for a more considered purchase.

Alongside these goals, the new theme also needed to have built-in flexibility that would allow OMHU’s internal team to update and maintain the store independently. They wanted to be able to keep the user experience fresh and intuitive going forward, without being reliant on external developers for straightforward changes.

Finally, as an international brand, OMHU also needed a more streamlined approach to international sales within the EU and  USA. Its previous site had a complex international setup, inherited from a legacy multi-store approach. Another goal of this project was therefore to rationalise OMHU’s store structure and determine the best path forward for each market.

How Swanky helped

A future-proofed Shopify theme upgrade with the Swanky Theme

We started by rebuilding OMHU’s storefront, moving the brand away from a restrictive legacy theme and onto Swanky’s custom development framework, the ‘Swanky Theme’. This forward-thinking theme has been crafted by Swanky’s development team, incorporating our vast experience working with Shopify themes for nearly 15 years.

Built on Shopify Online Store 2.0 foundations, the Swanky Theme combines modern theme architecture with best-practice ecommerce patterns and robust engineering to deliver a storefront that’s fast, performant and highly flexible.

The result is a dependable codebase that supports content updates, merchandising and experimentation – while maintaining a premium look and feel.

Crucially, this 2.0 approach also gives the OMHU team more control and day-to-day ownership. With modular sections and easier editing built into the theme, they can maintain and evolve the site confidently – without needing to lean on development resources for routine changes.

Read more about the advantages of upgrading to Shopify 2.0.

Building custom sections to immerse users in the brand

To bring OMHU’s brand to life, Swanky designed and developed custom sections on top of the Swanky Theme. High-impact image modules were purpose-built on every page to showcase photography, texture and mood, boosting storytelling across the site through rich content.

One of the challenges for furniture brands is lack of physical interaction with their products when selling online, so it’s vital to bridge this gap with high-quality imagery and immersive experiences.

Bold, visual-forward layouts and carousels give products room to breathe on the new-look OMHU site. These are paired with rich content blocks, housing carefully planned content to support considered purchasing. An improved flow helps guide the customer through everything from product specs to delivery options, with reduced friction.

Reconstructing store architecture for a clearer international approach

The biggest strategic challenge of the upgraded OMHU website was deciding on the best approach to internationalisation.

With the introduction of Markets, Shopify’s international offering has progressed rapidly over the last few years, allowing brands the flexibility to create highly localised user experiences for their customers around the world.

OMHU’s setup needed to evolve from a legacy multi-store structure into something cleaner and more scalable. Swanky helped guide OMHU through the various options for international architecture, including Markets vs. Expansion Stores. We documented each approach with clear pros and cons during a thorough ecommerce project discovery, to ensure the team could select the most suitable path.

The end result was a consolidated EU store powered by Shopify Markets, alongside a separate US storefront:

• The EU experience supports a wide set of countries/currencies under the “OMHU EU” storefront (including the UK and many European markets).

• A distinct North America store then runs separately as “OMHU NA”, priced in USD and specifically targeting North America.

This approach reduced the operational overhead of managing numerous stores, while still allowing for market-specific differences – such as currency, shipping expectations, customer experience – where it truly mattered.

Designing for community: UGC as a core ingredient

For OMHU, seeing its sofas in real spaces is a key part of the buyer journey. Social proof and real-home inspiration were therefore treated as first-class content and prioritised across the store.

Swanky supported this by ensuring there was space and structure for community-driven content, including:

• a UGC section on the homepage, grounding the products in real life environments right from the start;

• an inspiration page explicitly positioned as curated community content, encouraging shoppers to browse other customers’ images for ideas; and

• product pages that reinforce social proof and “in the wild” styling, alongside detailed product review sections.

The results

OMHU now has a premium, visual-first storefront that is built to scale.

From a flexible new theme, to rich, image-led custom sections and a more streamlined international architecture, the brand can confidently manage and evolve its user experience going forward.

Crucially, the new site delivers against the project’s core goals:

• Elevated brand immersion and storytelling, with more space for imagery, editorial content, and product narrative.

• A clearer, more connected experience with better product discovery and exploration, helping shoppers browse and evaluate with ease.

• A design-led presentation that brings colour and furniture design to life.

• Stronger confidence signals that build trust through transparency and connection, from rich content to community proof-points.

• A more streamlined international structure that is easier to manage.

• A store that OMHU’s team can manage, iterate and update in-house.

Following a smooth go-live of its new store, OMHU has seen strong online sales post-launch. Overall sales have increased 84% YoY, comparing Dec 2025 – Feb 2026 to the previous year, with notable improvements seen across several existing international markets and an encouraging start in newly launched markets such as Switzerland and the UK.

Overall, site speed has improved since the re-theme – most notably in terms of First Contentful Paint, which has decreased by 15% – despite the new emphasis on video and imagery across the store.

Upgrade your Shopify Plus store with Swanky

As a Shopify Platinum Partner, Swanky is one of the leading Shopify agencies globally, with over a decade of experience building premium stores on the platform.

From immersive websites for beauty brands like Initio Parfums Privés and 82°E, to design-centric furniture stores like OMHU and Aeris, our team of solution engineers, designers and developers understand how to build innovative, flexible stores that showcase each brand’s USPs.

Get in touch with our team today to discuss upgrading your Shopify theme.