Case study · Premium Furniture Ecommerce
Calligaris is a benchmark name in considered, high-AOV design furniture — dining, seating and lighting bought slowly and rarely on a whim. We rebuilt its Paid Search and Shopping engine around true profitability, feeding Performance Max with a clean product catalogue and bidding to value, lifting blended ROAS to 4.2x while protecting the brand's premium price positioning.
Visit calligaris.com ↗The brand
Calligaris is one of Italy's most recognised design-furniture houses, crafting dining tables, chairs, sofas and lighting for the home since 1923. Its catalogue sits firmly at the premium end: pieces chosen deliberately, often saved for and configured to taste, with order values that dwarf everyday retail. The challenge with a brand like this is never demand — it is patience. The buyer researches for weeks across devices and showrooms before committing, and the wrong paid strategy simply pays to discount a product that should never compete on price.
The challenge
Premium furniture breaks most default paid-media playbooks. Order values are high but conversion rates are low, so any account optimised to last-click "purchases" quickly starves the very campaigns driving the considered, multi-week journeys that actually close. Calligaris also carries a vast configurable catalogue — finishes, materials and dimensions — which a generic Shopping feed flattens into noise, surfacing the wrong variants for the wrong searches. The brief was to grow online revenue without ever leaning on discount-led bidding: protect the premium positioning, get the right product in front of genuine intent, and bid to the real value of a long, high-AOV sale.
A £2,000 dining set and a £40 impulse buy are not the same problem. We rebuilt the account to bid for the customer, not the click.
The approach
We restructured the Shopping feed from the ground up — clean titles, finishes, materials and dimensions mapped to real search behaviour — so the right configurable variant surfaces for the right query instead of one flattened, generic listing.
Feed coverage +47%We moved the account off last-click "purchases" and onto a value-based model, feeding Performance Max and Search with conversion values weighted to AOV and margin so the algorithm chases profit on a high-price, low-frequency catalogue.
Blended ROAS 4.2xFurniture is researched for weeks before it is bought, so we layered patient remarketing across Search and Shopping — staying present through showroom visits and cross-device comparison instead of forcing a first-session sale.
CPA -34%No race to the bottom: tightly themed asset groups and brand-led creative kept Calligaris positioned as design-led, not discount-led, lifting the share of revenue coming from higher-value collections.
AOV +61%The results, in depth
Every channel, before and after — an audited view of where the value-led growth actually came from.
The craft
