Ege Carpets

New website designed to inspire and create dreams – and to make it easy for customers to shop with Ege Carpets

Beautiful rugs for a sustainable future

For more than 80 years, the Danish company, Ege Carpetshas supplied quality carpets to buildings all over the world. Today, Ege Carpets is one of Europe's largest manufacturers of quality rugs, and sells carpets primarily for hotels, office buildings, shops, shopping centres and institutions.

Ege Carpets wants to design beautiful rugs for a sustainable future. Aesthetics, high quality and sustainability were therefore keywords for the project when Ege Carpets decided to have a new website created in 2019. They chose Novicell to help with this task  from pre-analysis and design to backend and frontend – and the result is

Visually-oriented audiences

Ege Carpets’ target group is primarily B2B, with the likes of architects, designers, hotel managers and carpet fitters. These visually-oriented target groups have the task of making sure that a room looks inviting, and a rug plays a significant role in this. A key task for Ege Carpets’ website is, therefore, to inspire and create dreams – it is demanding from both a visual and design perspective. Fortunately, the website's exclusive look is one of the things that Ege Carpets receives the most positive feedback on from customers.

The website’s design is image-heavy with full-length videos and images. In addition, the attentive visitor will notice design details, such as the colour of the menu items changing and completely collapsing further down the site. A clear navigation shows customers the way to the exact type of building they need to decorate or to the carpet they are interested in.

A thorough pre-analysis showed the need for different user experiences

The process started with a thorough preliminary analysis, where the findings became the basis for large parts of the website's structure.

Customer needs at the centre

The new website needed to have the customer's needs and search behaviour in focus, and a cardinal point was that the solution ensured that Ege Carpets appeared as a source of design inspiration and ‘easy to do business with’. The results of the preliminary analysis showed that Ege Carpets has two very different B2B user types and both had to be catered for on the website:

  • Those who want inspiration and suggestions for rug types, patterns and colours for a current project. For example, an architect who is decorating an office building.
  • Those who need to be able to order a carpet sample quickly and efficiently, download specifications, get information about fitting and, in general, find that it is easy to shop with Ege Carpets.

The art of creating an earlier and closer contact with the customer

The new website also needed to make it easier for Ege Carpets to get in touch with interested customers. We did intensive work to set up the website, the conversion engine and the integration with Ege Carpets’ Marketing Automation system, HubSpot.

When potential customers order a carpet sample or download an e-book or file with AutoCad drawings, for example, this triggers a message to an Ege Carpets’ employee, who can help the customer further in their carpet selection. It creates an earlier and better contact with new, potential customers.

'With the new, we have a visually beautiful site that our customers praise. This is important to us because we are a design company that must be able to inspire. At the same time, we have made the right integrations to our marketing systems so that we now can help interested customers earlier in the process.'

Jan Magdal Poulsen, Group Marketing Director, EGE Group

The creative experience on the site

There are many opportunities for web visitors to get a closer look at a rug and create the vision that many may find difficult: what does this rug actually look like in a hotel room or in an open office landscape?

In addition to being able to order free carpet samples, it is also possible to design a carpet yourself, apply different colours in a 3D visualisation tool, and see the carpet in any room, like a lounge, a museum or a hotel.

The graphics are made so that users can see a close-up of the rugs when they mouse-over. That way, the web visitor can see the structure of the rug in more detail.

Top class results


growth in the number of new HubSpot contacts


growth in clicks from organic searches

Dynamicweb as CMS – with PIM and integrations is made on a Dynamicweb platform. There are many benefits to a Dynamicweb solution, including: 

  • Good opportunities for quick integration with underlying business systems
  • Large selection of additional modules that are ready to build on top, e.g. Dynamicweb's own PIM system (Product Information Management)
  • Good for language versions as well as handling multiple websites in the same solution

Ege Carpets chose a Dynamicweb solution, which is built and designed 100% according to Ege Carpets’ wishes. On the Dynamicweb platform, it is possible to use predefined design bands or build the solution from scratch depending on the needs and design requirements.

The solution is built in Dynamicweb version 9.8 and is made with four language layers: English, Danish, German and French – with English as master.


master products

Ege Carpets also chose to use Dynamicweb's PIM system. From here, an integration was made over to Ege Carpets’ ERP system, Movex M3. The Movex M3 contains the most basic product master data, which is then transferred to the PIM system, where the more than 3,500 master products are enriched with additional data such as product descriptions, type of carpet backing, etc. 

A special logic was developed in the transfer of data from the Movex M3 to the PIM system, so that only the desired data is pulled over and the rest must be enriched directly in the PIM system.

Integration was made for the Epos system for job postings and, as mentioned, for Ege Carpets’ Marketing Automation System, HubSpot.

In the video, Janis Pilgaard, Digital Manger at Ege Carpets, talks about the website:


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