Iqrup and Ritz

Iqrup and Ritika Dhamija’s contemporary furniture brand Iqrup + Ritz has established an aesthetic of timeless design, understated luxury and expert craftsmanship. Over their 40 years of existence, they have crafted furniture, interiors and exclusive homes for India's leading business families, celebrities, architects and discerning clients. Their work has been regularly recognized in the UK and India in seminal editions of AD, Elle Decor, Living, Vogue and many such publications.

Their online store, however, was built in 2014 and almost never updated. The site felt dated, heavy, and increasingly difficult to manage. It did not address the needs of modern consumers shopping luxury furniture online and the site did not reflect the quality the brand was known for.

The Challenges

It was clear that the problems weren’t just cosmetic but they were structural. The website was negatively impacting customer experience, creating friction in orders and frustration for the team. The biggest roadblocks were:

1. Outdated Technology: The old OpenCart system wasn’t flexible enough for the growing business of the brand. Plugins and integrations were fragile, and the infrastructure crashed with any spike in traffic.
2. Slow Site Performance: Pages took 20–30 seconds to load, leading to abandoned carts and frustrated teams.
3. Dated UX: Online furniture shopping was rare in 2014, but now buyers expect intuitive, premium experiences—which the site did not deliver.
4. Limited scalability: Adding new fabrics, finishes, and collections were becoming messy as the catalogue was growing.
5. No Source of Truth: Leads and orders from different platforms online and offline both, weren’t being managed efficiently.

Our Solution

Instead of patching up the old system, we started fresh—reimagining what an online luxury furniture buying journey should be. Our goal was clear: build a platform that’s fast, reliable, easy for the team to manage, and flexible enough for long-term growth.

Migration → OpenCart to Shopify Online Store 2.0

The foundation of the transformation lay in a complete replatforming but we didn’t just move the site—we cleaned up years of data and set up a solid new foundation with Shopify for Iqrup and Ritz:

• Data rationalization: Consolidated fragmented product listings, duplicate SKUs, and inconsistent naming conventions across all products
• Content restructuring: Standardizing descriptions, dimensions, and other details to enable clean metafield mapping.

Result: A lean, stable system that supports advanced customization, much faster page loads, and a smoother admin experience.

Bespoke Theme Design + React-Powered UX

To elevate the Iqrup + Ritz brand online, we moved far beyond a “theme tweak” — we used dawn theme and built a fully custom design on it from the ground up, designed to blend editorial storytelling with high-fidelity product interaction.

• Design meets flexibility: We created layouts and component systems that reflect the brand’s minimal-luxury aesthetic, clean lines, ample negative space, refined typography, while leaving room for modularity.
• React widgets for rich interactions: The real magic lives in custom React components embedded into the Shopify theme. These power the high-touch experience users expect from bespoke furniture:
• Custom Product Creation / Configurator: An interactive flow where users choose base sizes, fabrics, finishes and other details and can send quote requests.
• Customer Account & Quote Dashboard: Leads can revisit saved configurations, request modifications, track quote status, see sample requests, and review past orders in a clean, dynamic interface.

Category Specfic Needs

We architected a sophisticated, category-specific user experience that seamlessly guides shoppers through a highly layered information and editorial / brochure based architecture. The platform features:

• Hierarchical Collections: Main categories such as Sofas, Seats, Tables, Beds, Storage, and Accessories, each with their own sub-collections and curated product lines, allowing users to intuitively browse and discover relevant products.
• Sub-collection Deep Dives: For larger categories (e.g., Sofas), users can refine their exploration by attributes such as seating capacity (2-seater, 3-seater, modular), style, or signature collections (“Icons”), providing tailored journeys that address specific needs and tastes.
• Product Variants and Customization: Every product page supports robust variant logic, enabling customers to personalize dimensions, fabrics, finishes, ensuring a bespoke, made-to-order experience.
• Ready to Ship vs Made to Order: Ready to Ship products had smooth flow to checkout. Threshold limits were set to generate quote in some conditions. Customising products with different feature was made possible.

This multi-layered UX design empowers customers with self-guided discovery, practical configuration, and inspiration-driven shopping—all while maintaining clarity and speed throughout the purchase funnel.

Build Your Own Product

Considering the business category of Iqrup and Ritz, we built a custom product builder that empowers users to select a base furniture piece and personalize it through a deep range of configurable options. The platform features:

• Users begin by choosing from a curated catalog of core product lines (e.g., sofas, beds, tables), which act as the foundation for customization.
• Each product allows for bespoke tailoring—customers can select from a range of more than 5,000 fabrics and signature finishes, enabling their vision to come to reality. The system supports thousands of unique combinations to address highly specific aesthetic and functional requirements while targetting specifics for each type of product uniquely.

This feature is a core differentiator for Iqrup & Ritz, enabling true made-to-order personalization online while ensuring scalability and ease of management for both shoppers and administrators.

Advanced Shipping Management at the Time of Lead / Order Capture

At Checkout

From the moment a customer visits the product page to the final order placement, the platform displays dynamic shipping options such as Standard Delivery, Delhi NCR Delivery, and White Glove Service — each automatically determined by product type and customer location. Location-based pricing is applied in real time for all readymade products.

At Quote Request

For made-to-order products, shipping preferences are pre-selected based on product tags and pincode rules:

• White Glove: Auto-selected when both the product and pincode qualify for white-glove handling.
• Standard: Default option when no special conditions are met.

Private App

Since luxury furniture sales are guided by consultation, we built a connected lead and quotation system:

Lead Capture

All enquiries from website forms, WhatsApp messages, social channels, and showroom visits — are centralized into a unified dashboard. It helps in managing leads status as well with different markups like lead created, accepted, quote sent, quote review etc.

Setting up Various Attributes

We created a structured attribute framework within the app to organize key variables across the sales journey like fabric, finishes, bed base and other configurations. These attributes form the foundation for quotes.

• Logistics Logic & Delivery Mapping (Storefront)

The storefront integrates rule-based logistics intelligence driven by pincode and product attributes such as weights. It automatically shows updates like white-glove requirements, or Standard Delivery.

• Custom Notifications

Based on lead status and Iqrup and Ritz's choice, the system triggers automated notifications using predefined templates. These messages can be sent via email or SMS, depending on the customer’s preferred communication channel.

Impact

Iqrup + Ritz now has:

• A fast, stable, and premium online store that matches their brand’s high standards.
• Tools built for scaling—adding products, collections, and customization has never been smoother.
• Seamless management of leads and orders, across every channel.
• An online shopping experience as refined as their furniture—helping them serve more clients, more efficiently, in India and beyond.

Ongoing Iterations & Continuous Optimization

The Iqrup + Ritz project remains an evolving collaboration. Beyond the initial migration and feature rollout, our teams continue to refine and test advanced functionalities — including dynamic pricing rules for custom configurations, fabric-level cost logic, and performance enhancements across the storefront and private app.

We’re currently experimenting with progressive quotation flows, rule-based pricing automation, and multi-channel lead attribution, ensuring that every enhancement directly improves both user experience and operational efficiency.

This is not a one-time deployment — it’s a continuous evolution of a digital ecosystem that balances design excellence with robust backend automation, setting a new standard for how luxury furniture brands engage, sell, and deliver online.