From custom illustrations to system integration, we provided furniture retailer Jones & Tomlin with the complete solution to transform their eCommerce.

Our digital team were asked to reimagine the online presence of the long-established bed retailers, Jones & Tomlin.


A Word of Sleep

Jones and Tomlin logoA truly independent, family-owned company, Jones & Tomlin were established in 1946 and pride themselves in exceptional customer service. It is their aim to provide premium beds, mattresses and bedroom furniture to suit all budgets.

They have three stores each stocking industry-leading brands and benefiting from the experience and knowledge of their staff.

‘Family is at the very heart of our business; therefore we’re proud that our products have been at the heart of countless family homes for generations.’


Creating an eCommerce Experience

Improving customer experience and conveying brand qualities online is unquestionably important for almost every retailer, and continues to be the focus for building eCommerce channels.

Our projects team and in-house agency (Swan Origination) worked closely with Jones & Tomlin to create a new website, new brand assets and an improved customer experience online, all seamlessly integrated with their Swan Furniture Retail System (FRS).

The agency custom-built the new WooCommerce website and developed new features to give customers a rich experience, whilst synchronizing information with the back office.

Product Options

One such feature was new configurable product listings. The addition of these allows the customer to select from multiple options to configure the combination of their choice; perfect for complex purchases like beds and furniture and fully integrated with FRS.

Here is an example of the new customer interface:


Jones and Tomlin ecommerce optionsWhen the customer selects ‘choose your options’, they are presented with a clean and simple set of options to configure a bed of their choosing.

Jones and Tomlin Bed Options

These options are synchronized with FRS, therefore, all the customer order information is instantly available to process.

Graphic Design

To give a distinctive, brand-owned, relaxed aesthetic to the new website, Jones & Tomlin commissioned original illustrations. Rob Eccles, senior designer at our agency, produced elegant, contemporary line drawings that break up the more linear content of the website and aid communication. Some examples are below:

Jones and Tomlin illustrations


Jones and Tomlin marketing campaign support

One month after the new site was launched:

  • Traffic was maintained throughout the launch
  • Revenue was up 102% based on the previous period
  • Conversion rate was up 98%
  • Transaction volume was up 111%
  • Page views were up 102%


Marketing Campaign Support Post-Launch

Following the launch of the website, Jones & Tomlin identified the premium bed and mattress brand, Hästens, as a key focus for a marketing campaign and engaged Swan Origination again from a strategy and digital execution perspective.

Once the campaign mechanics had been agreed, the agency immersed themselves in the Hästens brand guidelines before creating a stunning new campaign landing webpage that aligned with the detailed brand design parameters. It also contained all the key information required to spark, or enhance, any initial interest.

The web page was supported by a custom pop-up message, with links to an enquiry form, a tailored confirmation email message and thank-you page upon completion.


We look forward to continuing to work closely with this fantastic brand as they grow and develop in the future.

Explore the Jones and Tomlin website, or find out more about our agency and Furniture Retail System.



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