Helping Bring a New Luxury Furniture Store to Amsterdam

Project Timeline:

We were hired as a marketing team starting from August 2020 and until present


Go-to-market strategy, Research, Photo Production

Tools Used:

Squarespace, Shopify, Instagram, Facebook, LinkedIn, Paid Advertisement

The Shop of Beautiful Things

The Shop of Beautiful Things is a new luxury furniture store in Amsterdam. All of the pieces are meticulously selected from craftsmen across Europe.

The store was founded in 2020, and the founders hired the EDGEncy team to help them go to market. Our collaboration is ongoing as the company continues to grow and develop.

Main Task:

Since TSOBT is a new company, they first required market research, analysis of already existing channels and setting up an overall marketing strategy. We completed all of the prerequisite activities in August 2020.

Then, we focused on continuous website optimization, and execution of organic and paid social media strategies in order to generate brand awareness and then gradually move down the funnel. As this remains an ongoing project, the process as well as its results will be covered in a separate case.

Conducting research prior to the start of marketing activities

Continuous executions of integrated-marketing activities


Our Approach


Competitor Analysis

We compared 5 similar, well-established companies in Amsterdam. Our consumer behavior analyses showed us that in this price category, buyers purchase this type of product not for its functional benefit, but rather for the emotional benefit it provides. Therefore, we included in our research both furniture and art brands. We did it to find out:

- Standard marketing practices
- Traffic breakdown
- Strengths & Weaknesses


Customer Persona Research

Without prior data to build our customer persona portrait on, we focused on the following aspects to create a customer persona profile:

- Desired brand image
- Customer behavior research
- In-depth research of the industry

As a result, we developed 3 in-depth customer persona profiles which were used as a starting point for the promotional campaigns. After we collected enough data, we adjusted the customer personas accordingly.


Market Research

We researched overall trends and competitive environments.  This analysis served as a foundation for future marketing strategies.
We also researched major B2B development directions and came up with a list of industry-related conferences and events and upcoming construction developments in the country.


Customer Value Journey

We came up with a step-by-step path of the TSOBT customer from hearing about the brand for the first time to becoming a repeat customer and advocating the brand to others.
To integrate all future marketing activities, we created a Sales Funnel, which we are executing at the moment.

Defining Unique Value Proposition

If you are tired of all the generic, uninspiring monotony of the contemporary world and want to build your life story around timeless classics, you’re not alone. The Shop of Beautiful Things offers unique designer pieces that tell a story and fit any exquisite taste.

As our collaboration with The Shop of Beautiful Things continues, we will be sharing our progress on Paid Traffic Campaign, Website Optimization, SMM and ecommerce set up in separate cases.

Meanwhile, if you found this case inspiring and feel like we can help you set up a business in Amsterdam, or help promote a high-end product in the market - feel free to get in touch with us and let's talk about your needs!

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