Case Study: Montana Furniture achieves a photorealistic 3D configurator for 70,000 product options with Optimizely

How to take 70,000 furniture options digital

Montana Furniture is a family‑owned Danish brand known for its modular Montana shelving system (introduced in 1982). With 42 colors and more than 70,000 product permutations, the company struggled to present accurate prices and a seamless customization journey online, so it partnered with e‑commerce specialist Impact to digitize the storefront and better guide customers from inspiration to purchase.

Impact and Montana implemented a unified content-and-commerce platform on Optimizely, integrating InRiver for PIM and Cylindo for visualization to deliver an intelligent 3D product configurator. The configurator renders photorealistic 4K views of any custom product and shows actual prices in real time, simplifying the buying process, mirroring the in‑store experience, and enabling customers to configure and add products to the basket with confidence.

Montana

Claes Hansen

Head of E-Commerce