Poliforma Vintage Furniture Store
Resurrecting the Past: How I Launched and Grew a Profitable Online Store for Vintage Furniture from behind the Iron Curtain
Poliforma
Role
Founder
Project Manager
Creative Director
UX&UI
Dates
06/2015- 09/2021
Scope
Website design
Market and customer research
Branding
SEO
Social media marketing
Logistics
Tools
Photoshop
Prestashop
Trello
Google Workspace
Overview
As the founder and creative director of Poliforma, an online store specializing in vintage furniture and home accessories from mid-century Eastern Europe, I was responsible for every aspect of the business. From branding to web design, social media to content marketing, I handled all tasks alone, with the exception of sourcing and restoration, which was the responsibility I shared with my business partner.
Opportunities
One of the key opportunities that inspired me to start Poliforma was the high and growing popularity of mid-century modern furniture. While many clients buying mid-century modern seek not only functionality but also originality of design, most furniture from that era that was available in the European market was Danish, English, or Italian. I recognized that there was an opportunity to offer an alternative and unique selection of mid-century furniture and home accessories from Eastern Europe.
Through Poliforma, I was able to offer customers something new and interesting that had not been widely explored in the market.
I cherished the opportunity to share my passion for the mid-century design from behind the Iron Curtain with my clients, taking them through its unique aesthetic, the profiles of its creators, and the stories behind each of these beautiful items. By positioning Poliforma as a platform for discovering the beauty and originality of this neglected aesthetic realm, I was able to create a niche in the market that was not being served by other online vintage furniture stores.
Market research
I conducted thorough market research to identify the demand for vintage furniture and home accessories from Eastern Europe. I studied the competition to differentiate my brand, looked at market trends, identified potential target customers and their spending habits, and analysed prices and shipping costs.
Minimum Viable Product
By launching the MVP in 2016, I was able to test the market and validate the demand for vintage furniture and home accessories from Eastern Europe. I received positive feedback from early customers who appreciated the unique aesthetic of the items and the authenticity of the vintage pieces. I also created social media profiles on Instagram and Facebook to showcase the products and generate interest.
Based on the feedback I received, I was able to refine our sourcing and curation process to better align with the preferences of my target market. I also invested in improving the website and expanding my social media presence to reach a wider audience.
Overall, launching the MVP allowed me to test the market and validate the concept of Poliforma before investing significant time and resources into the business. This approach helped me to minimise risk and optimise my efforts, resulting in a successful business that resonated with customers and fulfilled a unique niche in the market.
MVP logo
User research
To better understand the needs and preferences of potential customers, I carried out user research by exhibiting at vintage fairs in London. By engaging with attendees, I was able to get valuable feedback on the types of items that were in demand, as well as insight into the price points and aesthetic preferences of potential customers.
Challenges
Creating a successful online store for vintage items is a complex process that requires attention to detail and perseverance. One of the biggest challenges we faced was sourcing high-quality vintage items at affordable prices. We had to navigate complex international supply chains and build relationships with reliable suppliers. Another challenge was building a recognizable and trustworthy brand from scratch. We had to create a brand identity that would resonate with potential customers and differentiate ourselves from competitors.
Solutions
To address the sourcing challenge, we developed a robust network of suppliers in Eastern Europe who provided high-quality vintage items at reasonable prices. To address the branding challenge, I developed a clear brand strategy that aligned with Poliforma's mission and values. I created a distinctive logo and visual language that reflected the brand's personality and uniqueness.
Redesign
New logo
Colours
Results
Our combined efforts paid off, and Poliforma quickly gained traction among customers who appreciated the beauty and uniqueness of mid-century Eastern European design. Our vintage items were in high demand, and our website became a go-to destination for anyone looking to add a touch of vintage charm to their homes. We grew our social media following and received positive reviews from satisfied customers.
Instagram campaign and feed
Lessons learned
Through my experience with Poliforma, I learned the importance of collaboration and delegation. As a founder, I had to trust my own expertise and work towards a common goal. I also learned the importance of building a strong network of suppliers and creating a clear brand strategy that aligns with the mission and values of the company. Finally, I learned the value of investing in high-quality UX and UI design and content marketing to drive traffic to the website.
Despite the eventual closure of Poliforma due to personal circumstances (relocation to US) and Brexit, I am proud of the success I achieved and the lessons learned along the way. My experience taught me valuable lessons that I will carry with me into future ventures.