Royal Design Group

Royal Design Group with the brands and is the Nordic region's fastest growing omnichannel player within home decoration. With the new solution, stores and e-commerce are linked together in a clearer way where the stores serve as inspiration, and e-commerce provides a wide range of products. A large-scale omni channel business driven by automated and scalable processes.

About Royal Design Group

Royal Design Group is the Nordic region’s leading e-commerce player in design, furniture and home decoration – with the ambition of offering the top leading brands in design for the entire home at the right price and being the obvious choice for the consumer.

The company was founded in Kalmar in 1999 and is today represented online in over 13 different geographical markets and through 14 physical stores in Sweden under the brands and The flagship store on Kungsgatan, which opened in 2018, has a clear omnichannel profile. RoyalDesign and Rum21’s online range includes over 100,000 products from more than 350 brands. The store has just over 4,000 items for the customer to bring home immediately. The remaining products can be ordered via digital sales stations for home delivery or in-store pick-up.

The e-commerce solution for and has been implemented by our Solution Partner Grebban.


Royal Design Group is primarily an e-commerce company and online is where Royal Design Group wants to invest and are powerful.

Building a successful and large-scale e-commerce business requires automated and scalable processes. As part of this, Royal Design Group chose to replace its entire flora of systems and launch a modern e-commerce solution in 2018 for both Royal and

Important requirements were

  • An e-commerce platform that supports best-of-breed architecture
  • A powerful PIM for handling all products in different languages
  • Capability to automate processes
  • Good basis for agile development going forward

Royal Design Group chose Storm Commerce, a Headless, API-based, SaaS service, built to be part of best-of-breed solutions and scalable to meet future business demands. Prismic was chosen as CMS. The Digital Agency Grebban did the design and system implementation.

Hylte • B2C

Royal Design Group • B2C

Sportson • B2C & B2B

Spendrups • B2B

Blåkläder • B2B

Cervera • B2C

Adlibris • B2C

Kitchentime • B2C


Hylte was founded in 1911 and sells equipment in Hunting, Leisure and Agriculture. They are the leading company in the business in Sweden. Other brands in their portfolio are Maskinklippet and Duab-huset, selling equipment in Forest & Garden as well as Machines & Tools.

With Storm Commerce as the engine in their e-commerce solution, Hylte got a competent and powerful system with great flexibility.

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Royal Design Group

Royal Design Group is the Nordic region’s leading e-commerce player in design, furniture and home decoration. The ambition is to offer the top leading brands in design for the entire home at the right price and being the first choice for the consumer.

With Storm Commerce engine, Royal Design got a unique best-of-breed solution that is scalable and flexible for future business demands in a global market.

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Sportson was founded in Gothenburg in 1980 and is today run as a franchise concept with 23 stores in 14 locations around the country. Sportson sells top-branded bicycles.

With Storm Commerce platform, the cycling specialist chain Sportson has started selling directly to consumers via e-commerce and established solutions and concepts to meet new demands from both the private and public sectors.

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Since the foundation over 100 years ago, Spendrups Brewery has grown into the leading brewery in Sweden. Despite its size, the family has never renounced the proximity to the soul of the beer and its craftsmanship.

With Storm Commerce, Spendrups has received a consumer-inspired e-commerce solution that targets the company’s B2B customers.

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Blåkläder is one of the largest manufacturers of workwear in Sweden and is active on the international market via resellers and direct sales to larger companies.

Storm Commerce provides a robust B2B ecommerce solution and an advanced PIM implementation for multiple markets.

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Cervera,  founded in 1987, is Sweden’s leading chainstore for high quality kitchen products and home styling products.

By using Storm Commerce, Cervera has obtained a stable and scalable platform that is well suited for omnichannel and 3PL solutions.

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Adlibris was founded in 1997 and is one of the major pioneers of Swedish eCommerce.

Adlibris exemplifies how Storm Commerce can be used to offer a very extensive range of products on several different markets with minimal manual intervention.

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KitchenTime was founded in 2013 with a vision to establish itself as the leading Nordic online retailer of kitchen equipment. Via acquisition of Confident Living and the formation of Kitchentime Group, the company has broadened its product range and is one of the fastest growing ecommerce companies in the Nordic today.

Storm Commerce allows KitchenTime to streamline the management of its large and rapidly growing product range and focus on automated technology-driven ecommerce.

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