Bringing the showroom experience online
For Tuinmeubelshop, a garden is somewhere to live, not just somewhere to mow. Its sixteen large experience stores across the Netherlands invite shoppers to sit down, picture the summer and fall a little in love with outdoor living. The webshop, though, was working against that feeling: a heavy Magento Luma frontend that struggled to keep pace with a fast-growing, content-rich catalogue.
Working with long-standing partner Emico, Tuinmeubelshop moved to Hyvä Commerce on Magento Open Source — migrating from Luma to Hyvä Theme and gaining a faster, simpler platform it fully owns. The result is a webshop that finally matches the showrooms.
Project snapshot
Website: tuinmeubelshop.nl
Country: The Netherlands
Industry: Home & Garden — outdoor living and garden furniture
Business model: Omnichannel · 16 physical experience stores
SKUs: 19,419
eCommerce platform: Magento Open Source
Hyvä products: Hyvä Commerce including Hyvä Theme, Hyvä CMS and Hyvä Checkout
Project scope: Migration from Luma frontend to Hyvä Commerce
The merchant - outdoor living
Tuinmeubelshop opened its first store in Veenendaal in 2009, built on a genuine passion for outdoor living and a clear focus on quality, service and customer experience. As demand for high-quality garden furniture grew, so did the company, quickly establishing itself as a specialist in the field.
From the start, Tuinmeubelshop invested in its own import channels and private label collections. That lets it stand out through a broad assortment, strong value for money and ranges that closely match what customers actually want. Today it runs 16 large experience stores across the Netherlands alongside a strong online presence — and those showrooms aren’t just there to display products. They’re designed to inspire, and to give people a complete outdoor living experience.
It’s that combination – an extensive assortment, private label collections, expert advice and a premium experience both online and off – that sets Tuinmeubelshop apart, and has made it one of the country’s leading garden furniture specialists.
Market and digital strategy
Tuinmeubelshop customers are mostly homeowners and families across the mid-range and premium segments. They value quality, comfort, design and convenience, and increasingly expect inspiration and seamless service across every channel.
The Dutch outdoor living market has grown strongly over the past decade, driven by trends like luxury outdoor living, multifunctional gardens and sustainability. It’s also fiercely competitive and seasonal: customers expect fast delivery, transparent pricing and a smooth omnichannel experience, while international supply chains and shifting expectations keep everyone on their toes.
Tuinmeubelshop saw the shift to digital coming early. As online orientation became central to the customer journey, the company invested heavily in eCommerce and omnichannel retail, pairing its large experience stores with a strong online platform so that inspiration, convenience and experience reinforce one another. That strategy has been central to its continued growth.
The challenge
For a retailer with 19,419 SKUs, heavy traffic and content-rich pages, performance isn’t a nice-to-have, it’s commercial infrastructure. Tuinmeubelshop needed a webshop that was genuinely fast, both for the customer experience and for online visibility and conversion. Building something quick and scalable at that catalogue size was the priority.
There was a second, quieter problem too. Creating and managing inspiring content pages previously meant relying on external tools, which added complexity to the workflow and limited what the internal teams could do on their own. Tuinmeubelshop wanted strong performance and a more efficient, future-proof way to manage content — without waiting on developers for every change.
Together, those needs pointed towards a modern frontend that could deliver on both.
The solution
Emico's approach
Emico has been Tuinmeubelshop’s digital partner for many years, supporting the ongoing development and optimisation of its platform. That long relationship gave Emico a deep understanding of both the technical realities and the commercial ambitions, and a clear view of where the existing Magento Luma frontend was falling short on performance, maintainability and frontend complexity.
After analysing the setup, Emico proposed Hyvä Commerce as a future-proof eCommerce suite. The choice came down to Hyvä’s lightweight architecture, modern development standards, strong performance and close alignment with Magento. Emico’s previous experience with Hyvä helped too, making it easy to assess exactly how speed, Core Web Vitals, user experience and development efficiency would improve.
A fully headless approach was considered, but Hyvä struck the best balance between performance, simplicity, maintainability and cost, aligning neatly with both the technical requirements and the growth plans.
The stack
This was more than a theme swap. Tuinmeubelshop runs Hyvä Commerce on Magento Open Source, bringing Hyvä Theme, Hyvä CMS and Hyvä Checkout together into a single, performance-first stack – built with Tailwind CSS, Alpine.js and reusable Magento CMS components, on a platform the business fully owns.
From Luma to Hyvä Commerce
The migration replaced a heavy legacy frontend with a lightweight, modern one, keeping everything that makes Magento great and dropping the parts that slow it down.
Performance
Luma Theme relies on a heavy frontend architecture, leading to slower page loads. Hyvä Theme streamlines the stack to deliver fast, lightweight performance across all devices.
Maintainability
Legacy layouts often grow complex and time-consuming to maintain. Hyvä keeps the codebase clean and structured, making day-to-day work far easier for development teams.
Content Management
Luma builds frequently rely on external tools for content adjustments. Hyvä CMS allows teams to manage content directly in-house with practical simplicity.
Ownership
The setup run on Magento Open Source, ensuring complete ownership of your store. Hyvä preserves that full control while removing frontend frustration.
The results
The migration from Luma to Hyvä delivered exactly what Tuinmeubelshop set out to achieve: a faster, more stable and more enjoyable shopping experience. The lighter frontend means pages load quickly and interactions feel smooth across both desktop and mobile — and the Core Web Vitals tell the story plainly.
Core Web Vitals
LCP: 1.15s
CLS: 0.00
INP: 118ms
FCP: 1.21s
TTFB: 761ms
Main content renders in 1.15 seconds with zero visual shift, giving users a fast, stable, and responsive experience from the first byte.
Those numbers translated into commercial results. Faster loading and a smoother experience made it easier for visitors to browse, engage with products and complete their purchases, lifting conversion by 14%, growing revenue by 28% and lowering bounce rates across the webshop.
The new setup also improved time to market. Marketing and content teams gained far more flexibility within Magento itself, so campaigns, landing pages and optimisations can go live faster. For developers, a cleaner frontend means less complexity, shorter development cycles and more efficient collaboration – reflected in a 35% reduction in frontend development time.
By choosing Hyvä over a heavier Luma frontend or a fully headless build, Tuinmeubelshop ended up with a platform that’s faster, simpler and easier to maintain – reducing both development effort and technical overhead. The feedback has been consistent: customers enjoy a smoother webshop, internal teams have the content flexibility they wanted, and developers appreciate the modern, efficient Hyvä architecture.
Content, without the bottleneck
For a seasonal business, the ability to publish quickly is worth real money. With Hyvä CMS, Tuinmeubelshop’s marketing team can create and update content with far less developer support – speeding up campaign launches and seasonal updates, and giving the business room to react to commercial opportunities throughout the year.
At Tuinmeubelshop, we believe our webshop should reflect the same premium experience as our showrooms. Together with Hyvä and Emico, we've significantly improved our speed and user experience — and with Hyvä CMS, our marketing team can now create and update content with far less developer support, so we respond faster to commercial opportunities throughout the year. Together we've built a faster, smarter and more scalable platform, ready for the next phase of growth.
Looking back: learnings
The merchant tip
Plan ahead and build in a time buffer before go-live. For Tuinmeubelshop, the garden furniture season, which starts in March, was uncomfortably close to a go-live at the end of February. With hindsight, the team would have started the project even earlier.
Emico's advice
Emico’s biggest recommendation is to treat performance as a strategic priority from day one. While many businesses focus mainly on new features, speed, stability and usability matter just as much for conversion and customer satisfaction. In practice, that means:
Invest early in performance and Core Web Vitals.
Keep the frontend architecture as simple as possible.
Choose a scalable, maintainable solution.
Involve development, marketing and content teams in technical decisions.
Keep the overall customer experience front of mind.
Emico also advises merchants to assess platform complexity critically. Fully headless solutions aren’t always necessary, and often add development and maintenance costs. For many Magento merchants, Hyvä offers a strong alternative that combines performance, flexibility and simplicity.
The collaboration between Emico and Tuinmeubelshop feels very strong because of the trust, open communication, and shared focus on growth. With attention to performance and smart choices such as Hyvä, we are building a fast and scalable platform together that is ready for the future.
About Emico
Emico develops high-performance eCommerce platforms for brands with serious growth ambitions, focusing on Magento, Hyvä, headless architectures and Pimcore. The team is often brought in when existing webshops can no longer keep up with an organisation’s ambitions, complexity or scale.
Emico structurally solves complex challenges around performance, scalability and continuous development — combining technical depth with a pragmatic approach: optimising where it adds value, building custom where needed and safeguarding quality through automated testing. Performance, transparency and measurable impact sit at the centre of everything they do.
We are incredibly proud of the platform we have been developing and optimising together with Tuinmeubelshop for many years. With this project, we further strengthen our track record as the go-to partner for Hyvä implementations on enterprise-level platforms.
