Case Study: mudju

An e-commerce solution that optimally links digital sales and specialized retail (keyword: connected commerce) - that was the wish of the sofa manufacturer mudju. In close cooperation, Roomle and Kosmonaut developed an online store whose usability has since won awards.

Melanie Müller, 31.03.2021

An online store that optimally brings together digital and stationary sales.
  • Industry: Furniture
  • Distribution: D2C
  • Project Start: 2019
  • System: OXID
  • Format: IDM


Connected commerce was the keyword: At the start of the project, sofa manufacturer mudju wanted an online store that would optimally combine digital sales and stationary sales. The e-commerce agency Kosmonaut and Roomle were commissioned with the implementation. From the very beginning, it was clear that Rubens, Roomle's modular 3D product configurator, would play a central role in the online store.

Starting situation

mudju hits the nerve of the time with its handmade sofas: The furniture manufactory uses only sustainable, certified materials for its seating furniture, which is all handmade. mudju sofas are not only timelessly beautiful, but also comfortable and well thought out down to the smallest detail.

The company attaches particular importance to professional advice and customer-oriented services provided by local partners. Hence the approach of linking online and offline: "When designing the online store, our aim was to combine the advantages of an online store with the consulting and service expertise of qualified specialist retailers," says CEO Brian Heule.


A challenge in digital business that affects many companies - especially in the furniture industry - is that emotional and individual arguments play an important role in the purchase decision. How comfortable and cozy is a sofa? How does the material feel? These are questions that an online store can only answer to a limited extent.

For the success of mudju's D2C sales model, it was therefore crucial not only to provide customers with comprehensive information in the online store. It was also important to inspire users, stimulate their imagination, and make the products almost tangible through the highest quality of presentation.

Import IDM data effortlessly

Another important goal was the perfect interaction of all data and systems: mudju works with the IDM format and the data should be easily imported and exported. At the same time, the OXID store system and the Roomle Rubens Configurator had to work together perfectly.


Roomle not only brings a lot of experience in the furniture industry, but has also developed a product configurator with Rubens, which is an ideal, customer-friendly solution for exactly such projects. As a result, the mudju sofas can now be shown in the online store in the highest display quality and loading speed on the market - with all details, materials and colors.

Outstanding Customer Experience

The easy and intuitive configurator allows customers to not only see the product in 3D, but to really experience it by simply exploring all the options, variations, textures and structural elements. Putting together the sofa of your dreams becomes easy with the Rubens product configurator.

In the next step, the configured sofa variants can be brought directly into the customer's own living room via web-native AR in an uncomplicated way and without downloading an app. A clear plus for mudju: Anyone who is already thinking about the right place for the new dream sofa is much closer to completing the purchase than before.

With one click, the customer lands directly in the configurator of the desired product - with a suggested start variant of this very model. This means that there is no need to start from scratch and the user's entry into product configuration is made as easy as possible.

Opportunities for the retailer

Retailers also benefit: orders placed online are assigned to a regional store near the customer. A win-win situation for all parties involved: An optimized customer experience ensures higher conversion rates - and thus sales - for mudju and the specialist retailers. Customers can store conveniently online - without having to forego the expert advice they receive from their trusted retailer.

"The product configurator makes it easier to build bridges to our showrooms and provide targeted advice there. Customers now come to our stores with a very concrete idea or even a finished configuration. Sales can thus continue seamlessly."
Brian Heule, CEO mudju

Optimal interplay of data

Kosmonaut proved to be the ideal partner for integrating the Roomle product configurator into the chosen store solution: The e-commerce agency is a competent specialist for OXID. Another important plus: Rubens' high connectivity and flexibility. So within a short time, the project team was able to enable the optimal interaction between store solution and configurator.

The exchange of IDM data also works smoothly and automatically for mudju. Roomle is not only one of the IDM experts thanks to its many years of experience in the furniture industry: The company is also active in the Daten Competence Center e.V. - an association that promotes the further development of the Integrated Data Model (IDM) and to which industry giants such as Rolf Benz, Hülsta or Team 7 also belong.


In the e-commerce sector, usability is one of the key factors that determine the success or failure of an online store. Simple, intuitive usability and the experience a customer has on the way to making a purchase are enormously important. All the more pleasing that mudju was able to convince not only many customers here, but also the jury of the German Shop Usability Awards: At the end of 2020, the online store of the sofa manufacturer was voted 1st place in the category "Furniture & Living" and also took the overall victory!

CEO Brian Heule is certain that the 3D/AR product configurator has contributed significantly to this: "We are proud to be able to offer our customers a shopping experience that is not commonplace and are pleased that we can also show our sofas with all their possibilities perfectly online. The high quality of the visual presentation and the easy customization to individual wishes in the configurator reflects our demands on design and functionality."

The mudju case

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