Headless Magento Open Source replatforming for Woonboulevard Poortvliet

Annemijn Grinwis

Marketeer

13 October 2025

Since 1919, Woonboulevard Poortvliet has been a well-known name in the Home & Living industry. With a 50,000 m² showroom, a selection of more than 500 brands, and its own webshop, it is one of the largest home furnishing retailers in the Benelux. The family business Bouman & Potter is the driving force behind the woonboulevard. The organization has chosen XSARUS as its digital partner for the new e-commerce platform.

Drivers behind the replatforming

Woonboulevard Poortvliet is on the brink of a digital transformation. The new e-commerce platform aims to deliver greater stability and scalability for the future. At the same time, it must align with the retailer’s strategic ambitions: to inspire customers both online and offline, drive in-store visits, and strengthen brand experience. These ambitions translate into concrete goals such as improving the digital customer journey and increasing conversion rates.

We chose XSARUS for their extensive experience in our industry and the decisive way they presented themselves during the selection process. They were sharp, concrete, and asked exactly the right questions at key moments. Moreover, the XSARUS mindset fits ours perfectly: ambitious yet down-to-earth. No big talk, just action. That pragmatic approach aligns seamlessly with the way we work.

Hermen Bouman, DGA of Woonboulevard Poortvliet

Headless architecture with Magento Open Source

Woonboulevard Poortvliet has selected Magento Open Source as the backend e-commerce engine, combined with Strapi CMS for the frontend. This headless architecture is ideal for offering more inspiration to online visitors—through themed, promotional, and seasonal pages, and by enriching product listing and detail pages with more experience and storytelling.

The headless setup not only provides creative freedom but also ensures optimal frontend performance. Key systems in the IT architecture include:

XSARUS Content Delivery Network (XCDN) for scalable and high-performance image and video delivery.
Spotler Activate for on-site personalization.
ERP system iOne as the central source for product and customer data.

With the renewed platform, we aim to translate the experience and inspiration from our physical stores, Bouman & Potter and Woonboulevard Poortvliet XXL, into the online environment. The website should be more than just a shop; it should become an inspiring space that excites customers and motivates them to visit our showroom.

Hermen Bouman, DGA of Woonboulevard Poortvliet

One e-commerce foundation, two frontends

In addition to Woonboulevard Poortvliet, the Bouman & Potter family business also owns three Bouman & Potter stores and a webshop. Both the Woonboulevard Poortvliet and Bouman & Potter webshops are being renewed, built on one shared technical foundation with two unique frontends. Each shop maintains its distinctive identity and brand experience, while the teams work efficiently from the same underlying platform.

Collaboration with a future-focused vision

The analysis phase has been completed, and the designteam of FACTICX is now developing new webshop designs that reflect the core values and identity of both Woonboulevard Poortvliet and Bouman & Potter. After the go-live of the new e-commerce platform, the partnership will continue. In the next phase, the focus will be on developing an advanced sofa configurator, allowing customers to design their ideal sofa online.