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Positioned on the outcome rather than the product — office furniture that fosters collaboration — with routes to both the catalogue and a consultation.
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Case study · E-commerce & B2B
Bafco
An office furniture manufacturer founded in 1986, selling to individual buyers and to corporate fit-out projects from the same catalogue. We rebuilt it on Shopify with HubSpot behind the pipeline — and organic traffic rose 320%.
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- 90 Google PageSpeed at launch
- +320% Organic traffic
- Shopify Built on
The numbers
The strongest organic result in the portfolio.
Bafco sells a desk to one person and a floor of workstations to a facilities director. Those are different products, different price points, different sales cycles and different buying committees — and the old site tried to serve both with one experience and served neither.
Separating them, without splitting the catalogue in two, is what produced a 320% increase in organic traffic.
90 Google PageSpeed at launch
320% Increase in organic traffic
1986 Manufacturing since
The brief
One catalogue, two buyers who want opposite things
When Adnika began with Bafco the site was outdated and, in the words of the original brief, failing to cater effectively to both B2C and B2B audiences. That single sentence contains most of the problem.
A chair is a transaction; a floor of workstations is a project
The website served neither audience
The existing site's design and functionality were not aligned with the brand's vision or with what either customer expected. An individual buying a chair wants price, stock and checkout. A facilities director specifying a fit-out wants ranges, lead times, samples and a person to call. One generic experience loses both.
Leads arrived and then disappeared
There was no structured system for managing and nurturing leads, which in a category with a months-long B2B cycle is the same as not generating them. Enquiries came in, nobody owned the follow-up, and the deals that needed six touches got one.
Nobody could see the sales pipeline
Bafco had no reliable way to monitor the performance of the sales team, which makes every forecast a matter of opinion and every underperforming stage invisible until the quarter closes.
What we built
A furniture catalogue that sells both ways
Transactional where the buyer is ready, consultative where the project needs a conversation — inside one Shopify store. Every screen below is from the design system we built.
The brand
The Bafco story
Founded 1986, manufacturing at scale, and the standards behind it — which in commercial furniture is a genuine purchase factor, not an about page.
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Thirty years of reasons to buy
Quality, dedicated support, made-to-order capability and customer focus, stated plainly rather than as brand adjectives.
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Awards and accreditation
Third-party proof placed where a facilities director is deciding whether to shortlist a supplier.
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Shopping the range
Product categories
Desks, chairs, collaborative and public seating, storage — the taxonomy an individual buyer navigates by.
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Services for projects
Project-based quotes, space planning and expert consultancy, and bespoke colour and materials — the B2B route, given equal weight to the shop.
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Pods and booths
The acoustic range, which behaves like a considered project purchase even when a single unit is being bought.
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Winning the project
Completed projects
Real installations across real offices — the single most persuasive asset in commercial furniture, and the one most suppliers bury.
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Cut the cost, not the quality
The commercial argument made directly, for the buyer weighing a cheaper import against a manufacturer's warranty.
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Book an expert
The consultative conversion point, separate from the shopping cart because the project buyer is not going to check out unattended.
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Plan a space
The closing ask for fit-out enquiries, framed around the space rather than the product.
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How we worked
Store, pipeline and the bridge between them
Adnika's original engagement covered the website, campaigns, CRM and the sales pipeline. Pick a workstream to see what it involved.
Shopify, carrying two buying modes
The site runs on Shopify, which handles the transactional half properly — catalogue, variants, stock, checkout. The work was making the same store serve a project buyer who will never use a cart: quote requests, space planning, bespoke finishes and consultation booking sit alongside the shop rather than on a separate microsite.
- Shopify for the transactional catalogue — desks, chairs, seating, storage
- Project routes for quotes, space planning and bespoke specification
- Consultation booking as a first-class conversion alongside checkout
- Google PageSpeed 90 at handover on an image-heavy furniture catalogue
HubSpot behind the long sale
A fit-out decision takes months and passes through several people. HubSpot became the place enquiries live, with segmented lists so a single-chair buyer and a facilities director are not sent the same email, and automated nurture carrying the deals that need six touches rather than one.
- HubSpot CRM implemented as the single home for enquiries
- Segmented lists separating individual buyers from project accounts
- Automated nurture workflows built for a months-long B2B cycle
- Personalised communication by audience rather than one broadcast list
Making the sales team visible
Adnika designed and implemented a sales pipeline for both B2C and B2B segments, with performance monitoring and tracking dashboards — so the stage where deals stall is visible while there is still time to act on it.
- Separate pipeline design for B2C and B2B motions
- Performance monitoring across the sales team
- Tracking dashboards replacing opinion-based forecasting
- Lead response time treated as a managed metric
Campaigns and organic, planned together
Google, social and retargeting were rebuilt alongside the site rather than pointed at it. Organic traffic grew 320% — the strongest organic result in our portfolio, and the part that keeps working when a campaign pauses.
- 320% growth in organic traffic
- Google Ads, social and retargeting rebuilt against the new store
- Product and category search targeted at the level buyers actually search
- Paid and organic planned as one system rather than two budgets
At a glance
The engagement, in brief
- 01
Industry
Office furniture — a UAE manufacturer and supplier of workplace furniture and seating, founded 1986.
- 02
Market
The UAE and wider GCC, selling to individual buyers and corporate fit-out projects.
- 03
Platform
Shopify for the store, with HubSpot behind the CRM, nurture and sales pipeline.
- 04
Scope
Website overhaul, campaign management, HubSpot CRM implementation and sales pipeline design.
Why it worked
It worked because the two buyers stopped sharing one journey
Nothing here required abandoning either audience. It required accepting that a person buying a chair and a company furnishing a floor are not the same customer and should never have shared a funnel.
Two motions, one catalogue
Checkout for the transaction, consultation for the project — running in parallel rather than forcing every buyer down whichever route the platform preferred.
A platform, not a spreadsheet
HubSpot turned enquiries into something trackable, nurtured and attributable, which is what makes lead volume a number worth reporting rather than a number worth quoting.
A visible pipeline changes behaviour
Once the stages are measured, the stalls become obvious while there is still a quarter left to fix them.
Thirty-plus years is the moat
Manufacturing since 1986, warranties and completed installations are things an importer cannot copy. Putting them where the decision happens is most of the positioning work.
Client stories
What clients say
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
★★★★★
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
★★★★★
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
★★★★★
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
★★★★★
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
★★★★★
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
★★★★★
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
★★★★★
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
★★★★★
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
About this project
Questions about this engagement
What manufacturers and B2B retailers ask us after reading this case study.
Yes, if you stop treating B2B as a variant of checkout. The transactional half uses Shopify as intended — catalogue, variants, stock, cart. The project half runs alongside it as quote requests, space planning and consultation booking, feeding a CRM rather than an order. The mistake most suppliers make is forcing the project buyer through a cart they were never going to use.
Because most of Bafco's transactional volume behaves like ordinary e-commerce, and Shopify does that better and cheaper than a heavyweight B2B platform would. The project side does not need commerce infrastructure — it needs CRM, and that is what HubSpot is for. Splitting the job between two systems that each do it well beats one system doing both adequately.
It is the increase in organic traffic — visitors arriving from unpaid search. That is the strongest organic figure in our portfolio, and in a category where competitors bid heavily on furniture keywords it is also the most durable: it does not stop when a media budget pauses.
By accepting that you will not close the fit-out online and designing for the step you can win — getting a sample, a space plan or a showroom visit booked. Commercial furniture sites fail when they measure themselves on cart conversion for products that were always going to need a conversation.
It was the part that made the rest measurable. Generating more leads into a pipeline nobody can see produces a bigger number and no more revenue. Designing the pipeline and the performance monitoring is what turned marketing activity into something the sales team could act on and the business could forecast.
Whichever the audit says. If the catalogue architecture is sound, the work is usually conversion, content and the B2B route rather than a rebuild. Replatforming a store that is merely underperforming is an expensive way to avoid diagnosing why.
Yes — CRM implementation, segmented lists, nurture workflows and pipeline design are part of what we do rather than something we hand to a third party. Marketing that stops at the enquiry is why so many businesses have lead volume and no revenue to show for it.
Probably, and the honest way to find out is a straight read of your store, your enquiry routing and your pipeline, with the findings written down. You keep them whether or not you go on to work with us.
No questions match — try another search.
More work
Other things we have built
- 01
German Medical Center
Two disconnected sites rebuilt as one bilingual WordPress site. 288% more traffic.
- 02
Arabland
A Dubai property platform with filterable listing search and a map of the city.
- 03
Concept Plus
A scroll-scrubbed WebGL scene experience covering six divisions.
- 04
Roxana Aesthetics
Treatment-led architecture in Dubai's most contested clinical category. 310% organic.
- 05
Elora Polyclinic
One site carrying aesthetics, dentistry and surgery without diluting any of them.
- 06
A2 Sweden
A smart-lock catalogue with parallel product, industry and flagship routes.
- 07
E-commerce marketing
How we work with online stores, measured on margin rather than traffic.
Next step
Find out where your commercial pipeline is leaking
A straight read of your store, your enquiry routing and your sales pipeline — with the findings written down, whether or not you work with us.