Furniture & Object Design · Launch → Scale
Canggu Home
They came for a brand identity. We built the brand and the systems that took a four-person family idea to a seven-figure online furniture store.
View Case StudyCase Study
Forma Strata
They came for a brand and a store. We built both, then turned a backlog of custom rug requests into the product the business runs on.
- Client
- Forma Strata
- Industry
- Furniture & Object Design
- Stage
- Launch, now Scale
- Location
- Los Angeles, California. Ships across the US
- Years
- 2025 to today
- Built
- Brand · Platform · Growth · Systems
- Website
- Visit Website
01 · The Result
A Sample Business BecameA Rug Business.
Traffic was never the problem. The store sold the nine-dollar sample and not the rug. Once the path to the full-size rug existed, revenue nearly quadrupled in a quarter.
+296%
Revenue, Quarter On Quarter
61.5×
Full-Size Rugs Sold, Same Quarters
3×
Average Order Value
02 · What They Asked For
A Brand And A Store.Not A Personal Brand.
Two founders, a name and a decade of collecting vintage. Arvin had built an audience of 350K around vintage interiors. They wanted a home brand of high-design objects at an accessible price, made of materials that patina: steel, wood, glass.
One rule from the first call: it had to feel like Forma Strata, never like Arvin Olano. Identity, packaging, collateral and a Shopify store, launched with three products and a made-to-order rug.
03 · What We Found
The Store Sold The Sample.It Could Not Sell The Rug.
Sessions were healthy from day one. Visitors bought the $9.75 swatch and had no easy path to the $875 rug it was sampling. Then the custom requests arrived, ninety in a couple of weeks, each answered by hand over email with the manufacturer.
04 · What We Built, In Order
Brand, Store, Then The PathTo The Rug.
They asked for a brand and a website. What the business needed next was a way to sell the product it was built on.
01
Strategy & Brand
Identity, packaging for six products, labels, collateral, photography and imagery direction. A brand that stands on its own next to the founder.
02
Digital & Platform
A Shopify store launched in 2025, rebuilt in 2026 as a headless storefront with the rug configurator, a trade program and presale, with our development partner.
03
Growth
A newsletter strategy with a landing page per topic, Google Ads, and SEO that made organic search the first channel. A weekly read of what sells.
04
Systems
The custom-rug loop between customer, manufacturer and owners, inventory as one source of truth, daily checks that only speak when something is wrong.
Customize Your Rug
Shape, width, length, colour and material, inside the limits the workshop can actually make. The request goes to the manufacturer, the price comes back, the customer gets it by email.
05 · The One Decision
One Decision Mattered Most.
The inquiry form became Customize Your Rug. Customers configure only what the manufacturer can actually make, the request goes to the workshop, the price comes back and the customer gets it by email. Ninety open requests became orders, and the launch month did ten times the store's earlier months.
06 · What Changed
From Two Rugs A Quarter To AHundred And Twenty-Three.
Order count barely moved. What changed was what people were willing to buy, and the store finally sold the thing the business is built on.
Before · Jan to Mar 2026
- A Webflow site bolted to Shopify, with live checkout bugs
- Two full-size rugs sold in three months, against 508 samples
- Custom requests answered one by one over email
- No trade channel, no way to sell stock still at sea
- Average order $261
After · Apr to Jun 2026
- One headless storefront, one inventory source of truth
- 123 full-size rugs in a quarter
- A configurator that turns requests into orders
- A trade program with 257 applications and a presale channel
- Average order $784
- Organic search the number one channel, email list doubled
+296%
Revenue, Jan to Mar, then Apr to Jun 2026
07 · What This Taught Us
Big Problems Are Big Opportunities.
Ninety unanswered requests looked like a problem. It was demand with nowhere to go. Find the constraint that keeps the problem from becoming the opportunity, then remove it.
Traffic was never the bottleneck. The path from interest to a four-figure purchase was. Fix the storefront before buying more demand.
Next Case
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