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Creating a Digital Flagship for a 175-Year-Old Home Brand
Wamsutta has been a trusted name in American homes since 1846, known for its premium bedding and bath essentials and a long legacy as a Bed Bath & Beyond exclusive. We partnered with the brand to create its first digital experience, using history as the backbone of the site and grounding every piece of design and storytelling in the values that defined Wamsutta for generations.
Our Partners
Apps & integrations on this project.
Barrel led Wamsutta’s first direct-to-consumer launch, creating a digital presence that honors its 175-year legacy while positioning the brand to compete and grow in the modern home textiles market.
A pre-launch splash page helped build anticipation and grow Wamsutta’s email list before launch. To make the site feel timeless and easy to navigate, we built a flexible architecture designed to scale with new categories and SKUs.
Product pages were optimized to boost order value and reduce friction with cross-sells on PDPs and upsells in the cart and mini-cart, making it easy to complete a set or discover related items.
Customers can browse by fabric or need, with every touchpoint crafted to reflect comfort and quality. A dedicated Fabric Guide introduces Wamsutta’s core materials and helps customers choose based on feel, function, and preference.
Brand storytelling is central to the experience, with an “Our History” page that builds trust and connection by showcasing Wamsutta’s legacy through archival photography, product milestones, and design details.
To drive retention, we created Wamsutta’s Klaviyo welcome flow to mirror the site’s tone and structure, introducing the brand, highlighting key collections, and encouraging exploration to build long-term loyalty.
Impact
Wamsutta's website launch drove measurable improvements across conversion, order value, and checkout engagement, demonstrating the impact of a clearer, more conversion-focused experience.
23%↑
conversion rate (CVR) improvement
13.5%↑
average order value (AOV) increase
37%↑
increase in checkout initiations
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