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Armadillo
Visit project

Weaving a luxury eComm experience.
A multi-region sensorial platform to bring luxury to living rooms across the world.

Year
2021
Industry
Retail
Location
Australia / USA
Deliverables
  • User Research
  • UX/UI Design
  • Headless Ecommerce
  • BigCommerce Enterprise
  • Fullstack Development
Recognition
  • Dezeen Website of the Year Finalist
  • Awwwards eCommerce Site of the Year Nominee
  • Webby Honoree
Armadillo luxury rugs ecommerce

From showroom calm to a seamless, inspiring ecommerce experience.

Armadillo rugs, woven by artisans in India, are unique, hand-crafted and sustainable pieces. Founded in Australia with showrooms in Los Angeles and New York, the brand needed a new ecommerce platform to scale globally.

The objective: drive trade and retail online sales through a fluid, considered shopping experience aligned with visiting a luxurious showroom — while replatforming complex inventory, regional pricing, and custom weave rules off a plugin-heavy WordPress stack.

The vision was an intuitive website that moves customers from inspiration to consideration to purchase, showcasing Armadillo as an invaluable partner in creating a beautiful home.

From showroom calm to a seamless, inspiring ecommerce experience.

Armadillo rugs, woven by artisans in India, are unique, hand-crafted and sustainable pieces. Founded in Australia with showrooms in Los Angeles and New York, the brand needed a new ecommerce platform to scale globally.

The objective: drive trade and retail online sales through a fluid, considered shopping experience aligned with visiting a luxurious showroom — while replatforming complex inventory, regional pricing, and custom weave rules off a plugin-heavy WordPress stack.

The vision was an intuitive website that moves customers from inspiration to consideration to purchase, showcasing Armadillo as an invaluable partner in creating a beautiful home.

Year
2021
Industry
Retail
Location
Australia / USA
Deliverables
  • User Research
  • UX/UI Design
  • Headless Ecommerce
  • BigCommerce Enterprise
  • Fullstack Development
Recognition
  • Dezeen Website of the Year Finalist
  • Awwwards eCommerce Site of the Year Nominee
  • Webby Honoree
Armadillo layered ecommerce experience

Experience

UX focuses on layers — a nod to how rugs are displayed in the showroom and how home decorators build depth and texture. Menus slide out as layers; transitions move right to left, creating easy navigation between collection, product, and cart. A dedicated trade layer unlocks custom colours and partner benefits.
Armadillo product discovery
Armadillo collection browsing
Armadillo rug detail
Armadillo wishlist and samples

Layers upon layers — reflecting the showroom experience online.

Armadillo lifestyle presentation

Commerce

Wishlist sharing with design consultants, free sample flows for up to three rugs, and a headless BigCommerce Enterprise backend handling complex inventory, regional pricing, tax, and artisan weave times. Results: 3.67% conversion lift, 88% faster product adds, 30% more trade applications.
Armadillo product page
Armadillo trade experience
Armadillo mobile experience
Armadillo mobile cart
Armadillo room inspiration
Armadillo room inspiration variant
Skye Healey Ward
Head of Marketing, Armadillo
Nightjar expertly crafted a user experience and design that was a stunning representation of our brand and philosophy. The new platform is consistent with the brand experience Armadillo delivers to customers in our showrooms. The site delivers an elegant and refined shopping experience that elevates rug shopping.

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Venture — coming soon. We co-build with founders.

Tell us what you're building. Give us the real version — what stage you're at, what's broken, what you need. The more honest you are, the faster we can tell you whether we can help.

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FAQ

Eight things worth knowing before we work together.

  • Mostly early-stage startups and founders building something for the first time — or rebuilding something that didn't work the first time. We've been through it ourselves, so we understand the constraints.

  • We're flexible. Sometimes it's a full brand and website. Sometimes it's one component that's holding everything else back. Tell us what you need and we'll be straight with you.

  • It depends on the scope, but most projects start with a brief discovery session — paid, focused, and designed to get us both clear on what actually needs doing.

  • By project, not by the hour. We scope it properly upfront so there are no surprises on either side.

  • Yes. If you've got something that's working, we build on it. If it isn't working, we'll tell you.

  • Fully. We've worked with founders across the UK and Europe. If you're local and want to meet, great — but it's not a requirement.

  • Front-end: Next.js, React, TypeScript. We pick the right tool for the project rather than defaulting to one stack.

  • Occasionally we co-build with early-stage founders — equity arrangements, sprint-based partnerships, or acting as a technical co-founder for the first stretch. It's selective. If it sounds relevant, mention it when you get in touch.

Testimonials

The kind words are on their way. We're just getting to work first.

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Good things to say — soon.

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