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Fermob is a French manufacturer of colorful metal outdoor furniture and garden accessories such as lighting and decorative items. The group recently expanded into indoor furniture (dining) and is growing its B2C sales internationally. Fermob had to rebuild its e-commerce platform to accelerate its international expansion and deliver a premium brand experience to its customers. The group chose to share a common foundation with its B2B e-commerce platform, which runs on none other than Adobe Commerce. And we at Synolia supported this project.
With its original designs and signature colors, Fermob is a benchmark in made-in-France outdoor furniture. Based in Thoissey in the Ain region, the group sells its creations across France and internationally, in both B2B and B2C. In 2022, with Adobe Commerce and Synolia, Fermob launched its Fermob Contract e-commerce site for professionals. The site underpins the group’s commercial and digital business and already laid the groundwork for a future B2C replatforming.
“We rebuilt our B2B site with a long-term vision. The challenge was to have a technology foundation robust and scalable enough to support our growth strategy in both B2B and B2C.”
Sure enough, in 2024, Fermob once again turned to Synolia to support the replatforming of its B2C e-commerce site, built more than twelve years earlier on a little-known technology (EasyPublish).
Build on the existing Adobe Commerce (B2B) platform to develop an international B2C e-commerce site.
“Before kicking off the project, we had to reconfirm that Adobe Commerce was still the best solution for rolling out our B2C business internationally.”
After a needs-assessment phase, Synolia confirmed that Adobe Commerce was still the best-suited, highest-performing solution to power the Fermob B2C project. The teams then quickly kicked off specification workshops for the French site, with the upcoming launch in other countries in mind.
Our services for Fermob: functional specification workshops, development, go-live of a first B2C e-commerce site for France and an English showcase site, PIM/ERP/CRM integration and application maintenance.
“These workshops were mostly functional, since the technical foundation was already in place. We worked on defining new data flows (products, orders, customers) to strengthen our architecture.”
By working on a common technical foundation, Fermob set itself up for seamless connections between its B2B and B2C e-commerce sites and its entire information system. In particular, its Adobe Commerce platform is integrated with a PIM and a DAM that help optimize product categorization and product page SEO, improving its overall acquisition rate (B2B + B2C).
Sharing one platform also made it easier to organize resources internally.
“Before, our teams were split into B2B and B2C. Today, we have a single approach. Teams are trained on one and the same CMS for the entire e-commerce business, which made adoption and autonomy much easier. ”
Although the technical foundation is shared, Fermob wanted a different design for its B2B (Fermob Contract) and B2C sites. On Synolia’s advice, the company chose to run two different themes side by side on Adobe Commerce: Luma and Hyvä. Hyvä offers more options in terms of design and web performance, which makes it especially well suited to a high-quality B2C customer experience.
With Adobe Commerce, Fermob can duplicate its stores to launch quickly in new countries or, on the contrary, offer highly customized storefronts.
“Launching the German site (in March 2025) went very quickly because we duplicated the French site’s catalog and features almost exactly.”
Today, fermob.com runs seamlessly alongside the site dedicated to professionals. It is available in French, German and English for international markets.
And the drive to centralize its sites doesn’t stop there. Step by step, the group is moving all of its international subsidiaries’ sites to Adobe Commerce. For example, a new UK store will soon replace the aging site of its London-based reseller. The group is pursuing a global replatforming of its e-commerce business and sales management, built on a single e-commerce platform and a single ERP.
After a brief period of conversion-rate turbulence when the new Fermob site went live, sales stabilized. And results from the German site are very encouraging. Just one week after launch, orders are already coming in, even though no acquisition campaign has started yet.
In addition, the new platform, with the Amasty extension, made it much easier to set up offers and promotions. The teams were able to optimize and automate gift card management and saw a significant increase in gift card sales.
Want to learn more about our e-commerce projects? Contact Synolia, your e-commerce partner agency!
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