Transforming a passion for craftsmanship into a digital showcase of artisan excellence
Waller + Wood Woodworks is a bespoke furniture company based in the heart of Northamptonshire, founded by former professional rugby players Alex Waller and Tom Wood. After years spent performing at the highest level in sport, the duo found a new calling in the tactile world of woodworking. Their transition from scrums to sawdust is not just a story of reinvention, but a powerful example of how discipline, teamwork, and creativity can transcend industries.
Specializing in handcrafted, live-edge furniture, Waller + Wood produces one-of-a-kind pieces that blend natural materials with thoughtful design. From dining tables made from single slabs of walnut to reclaimed timber shelving and epoxy resin river tables, each product carries a sense of permanence and provenance. The pair works closely with clients across the UK, transforming raw timber into legacy pieces that anchor homes and stories alike.
Despite their growing reputation and media attention—including coverage in rugby and lifestyle publications—Waller + Wood’s online presence remained modest. Most of their clients came through word-of-mouth or Instagram DMs, and while the quality of their work was exceptional, their digital touchpoints didn’t reflect it. That’s where we came in.
The challenge
When Waller + Wood approached us at AMB360, they were at a pivotal point in their business journey. Their work was resonating with clients, demand was growing, and they had even expanded their workshop—but their digital brand wasn’t keeping pace. They needed more than just a better website—they needed a digital foundation that would allow them to scale their operation, communicate their story, and serve both custom and off-the-shelf customers seamlessly.
Key pain points included:
Limited Online Presence: Their existing website was static and outdated. It lacked a cohesive brand narrative and didn’t do justice to the craftsmanship of their work.
Manual Customer Interaction: Nearly all commissions were handled manually via email or Instagram, making it difficult to scale or keep track of inquiries.
No Ecommerce Functionality: Though they offered ready-made pieces, there was no infrastructure in place to sell these online or showcase availability.
Disconnected Brand Storytelling: Their personal journey—from elite athletes to furniture makers—was compelling, but wasn’t being told effectively.
The solution
To support Waller + Wood’s next chapter, we delivered a comprehensive digital solution rooted in storytelling, seamless UX, and flexible functionality. Our approach combined brand strategy, custom web design, e-commerce development, and ongoing digital consultancy.
Here’s how we brought their vision to life:
1. Deep Discovery & Brand Alignment
Before we touched a line of code, we immersed ourselves in Waller + Wood’s world—visiting the workshop, exploring their creative process, and speaking with them about their philosophy. What emerged was a deep respect for natural materials, an obsessive attention to detail, and a humility that comes from working with your hands.
We translated those insights into a brand voice that feels grounded, honest, and sophisticated. The new website language reflects not only what they do, but why they do it: celebrating craftsmanship, sustainability, and simplicity.
2. Bespoke Website Design
The new website is a visual and emotional extension of the Waller + Wood brand. We designed a clean, intuitive interface that prioritizes large-format imagery, allowing each piece to speak for itself. The design language takes cues from natural textures—think muted tones, soft shadows, and full-width layouts that mimic the organic flow of wood grain.
The homepage opens with an immersive hero section featuring cinematic workshop footage and a bold brand statement. The portfolio section offers a browsable archive of past commissions, complete with high-resolution galleries, backstories, and client testimonials.
Navigation was carefully considered to support both casual browsers and serious buyers. Whether you’re admiring the craftsmanship or submitting a quote request, the journey is seamless and compelling.
3. Streamlined Commissioning System
Custom work is the heart of Waller + Wood’s business. To support that, we developed a custom-built commissioning portal that makes it easy for clients to submit inquiries for bespoke pieces.
The form captures all the critical details—dimensions, wood types, inspiration images, use case, budget range—without being overwhelming. It also includes a visual step-by-step guide to the commissioning process, so clients understand what to expect and feel confident about taking the next step.
All inquiries are sent directly into the team’s CRM, tagged with metadata to help prioritize and track leads.
4. Ecommerce Integration for Ready-Made Pieces
To unlock a new revenue stream, we built an elegant e-commerce store tailored to Waller + Wood’s small-batch product lines. These include chopping boards, floating shelves, benches, and coffee tables—crafted with the same attention to detail as their larger custom work.
We integrated a backend for its ease of use and scalability, but fully customized the frontend to match the brand’s aesthetic. Each product listing features rich imagery, detailed descriptions, and information about wood species and care instructions. Stock status, lead times, and shipping policies are all clearly communicated.
5. Performance, SEO & Analytics
The entire site was optimized for speed, accessibility, and discoverability. We implemented technical SEO best practices—clean URLs, alt-text for images, fast-loading pages—and configured Google Analytics and Search Console tracking to monitor user behavior and performance over time.
The results
Since the launch of the new platform, Waller + Wood have experienced transformative results across the board:
+85% increase in qualified commission inquiries within the first three months
3x growth in direct online sales of small-batch products
A dramatic drop in lead time for initial customer responses, thanks to the structured inquiry system
Stronger brand perception, with glowing feedback from both new and returning clients about the website experience
Improved operational workflow, allowing the founders to focus more on building and less on admin
What the client said
“We always knew we needed a better online presence, but we didn’t realize how much of a difference it would make. AMB360 really got to the heart of what we’re about and created something that feels truly ‘us.’ The site doesn’t just look great—it actually helps us run the business more efficiently. We’ve had more serious inquiries, better conversations, and more sales, all within the first few months.”
— Alex Waller, Co-Founder