Case Study: Steelcase achieves premium B2C growth on Amazon with Pattern

From boardrooms to living rooms

Steelcase, the global premium office furniture brand, needed to expand from its enterprise roots into B2C as remote work fueled demand for home office products. On Amazon, they faced competing sellers, price erosion, inconsistent branding, and difficulty maintaining their premium positioning in a crowded, fast-moving marketplace.

Pattern helped Steelcase build a tailored ecommerce strategy with storefront redesign, refreshed messaging, A+ content, full-funnel media, A/B testing, and end-to-end marketplace execution. Pattern also enforced pricing integrity, removed unauthorized sellers, and optimized fulfillment and SEO-rich content. As a result, Steelcase grew sales 24% YoY, increased incremental ad sales by 30%+, improved ROAS by 14%, reduced TACoS by 18%, raised Buy Box ownership from 60% to 90%, and grew Home Office Desk Chair market share by 26% even as the category declined 18%.

Steelcase