Eastborn, part of the international Hilding Anders company, has been known for its quality beds for many years. But while the products were developed with care, the digital landscape lagged behind: old systems, little flexibility and limited possibilities to serve consumers and dealers well. That had to change. "We had been talking about it for years," says Annemiek Postma of Hilding Anders. "Didn't we really need to build a new platform at some point?" That dot on the horizon became reality with Cube as digital partner.
The challenge: outdated systems, fragmented processes.
Eastborn's technical foundation was not future-proof. The old PIM system ran locally, without cloud functionality. The CMS was no longer adequate: limited editability, no links to current product data and not scalable for multiple brands. The dealers, too, had no central portal to cooperate with Eastborn, even though they are crucial in the advice process around a bed or mattress. There was also a strategic issue: Eastborn wanted to be closer to the end customer, without losing sight of the relationship with dealers. It was important to retain the physical shopping experience. The first steps clearly taste like more: plans for further development are already in place.
The solution: a forward-looking platform built from the core.
After a pitch with several parties, Hilding Anders chose Cube. "Cube had really empathised with our situation," says Annemiek. "They provided direction, explained in a well-founded way why certain choices were necessary and we were impressed by their previous work." The collaboration began with a thorough analysis of the existing landscape. "Cube dived deep into our old systems, with great respect for how we had set it up, but also a keen eye on what was needed for the future," adds Kim van de Sanden. Based on this analysis, Cube translated the wishes and challenges into wireframes, so that it was immediately visible what the new solution would look like and how users would soon work with it.
LogicTrade and a product configurator.
The first step was to switch to LogicTrade, a cloud-based software system specifically for the home furnishing industry. In it, products can be managed, including an advanced product configurator that allows consumers to put together their ideal bed. Cube developed the visual interface of the configurator and linked it to LogicTrade's backend. The result: an intuitive and remarkable experience in which customers make step-by-step choices based on their personal requirements: from mattress to legs.
A new CMS and a scalable website.
The old WordPress environment gave way to a new CMS: Statamic. This CMS allows Hilding Anders to manage multiple websites (such as for sister brand Pullman) from one central management environment. Content is automatically created from the Data Management Platform, which is linked to LogicTrade. Products published in LogicTrade can become visible on the site with a tick. Statamic then automatically generates a concept page with product information and images.
A special portal was developed for dealers.
A special portal has been developed for dealers where they can log in, manage users within their organisation and create configurations together with customers. With the built-in configurator, dealers can work directly with the customer, supplement and share the result. They also have insight into configurations and agreements made. The portal is linked to Kompas, Eastborn's internal system in which all dealer data is stored. Thanks to this link, dealers are automatically displayed correctly in the online dealer locator. Within the portal, they themselves can manage data visible in this dealer locator, such as logo, mood images and contact information. New dealers automatically get a concept page in the CMS after a data import. This has created a flexible and scalable system that better supports dealers and increases their visibility.
A central Data Management Platform (DMP).
Cube developed a DMP that brings together all product and dealer information. From LogicTrade, product data flows into the DMP, and dealers can provide exports through their system, which are then processed automatically. Everything is aimed at keeping content up to date, automating processes, and reducing manual work.
The collaboration: professional, open and down to earth.
Annemiek and Kim look back on the collaboration with great appreciation. "Cube had a very professional approach," says Annemiek. "There was good listening, nothing was a stupid question. You felt free to say anything." Kim adds, "They really dove in, brought structure to our complexity and always came up with a well-thought-out plan." The culture match was also strong: "Cube is very approachable and solution-oriented. Not woolly. You know what can and cannot be done - and why."
"We really did it together. Looking back now, we think: gosh, we achieved so much together. That gives energy."
Kim van de Sanden
Product Owner & Projectleider bij Hilding Anders
The result: ready for the future.
The new platform is in place. The website is user-friendly, flexible and visually strong. Product information is always up-to-date, pages are easy to manage and cooperation with dealers has been digitally enhanced. "Before, we had a lot of loose ends. Now everything is connected," says Kim. Internally, there has been a lot of focus on adoption: from an extensive internal kick-off to presentations to sales, drivers and other colleagues. What started as a strategic idea is now a solid foundation for digital growth.
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