Raede.
A calm, premium shop for a foldable solid-timber Pilates reformer, built to sell a considered product online.
The business
Raede makes the Raede Reformer: a foldable, solid-timber Pilates reformer designed to bring studio-grade equipment into the home. It folds to just 70cm, so it is made for flats, studio apartments and spare rooms.
The brief
Launch a new product brand and take pre-orders for a high-value item entirely online. The site needed to feel as considered as the reformer itself, explain why it is worth the investment, and make ordering simple.
01The reformer
A product page with room to breathe
The reformer gets a full page: gallery, what's in the box, how it folds and stores, materials and care, so a considered purchase feels considered.
- Gallery with thumbnails
- Included accessories set out clearly
- Folding, materials and care explained
- 3-year warranty and two-person delivery
02Shop
A collection, not just a single product
Reformer, apparel and accessories sit together in a clean launch collection with large lifestyle photography.
- Reformer, apparel and accessories
- Large lifestyle imagery
- Simple, quiet product cards
03Journal
Content that answers buyers' questions
A blog of buying guides and beginner resources helps people researching reformers at home, and gives the brand something useful to be found for.
- Buying guides and comparisons
- Beginner resources
- Dated, categorised articles
04Finance
Spreading the cost, explained simply
A dedicated page sets out paying in three with PayPal, so the price question is answered before checkout.
- Pay in three, set out plainly
- Interest-free terms explained
What we delivered
Everything the site does, at a glance.
- Calm, premium shop design
- Dedicated product page for the reformer
- Shop collection with accessories and apparel
- Finance page explaining pay in three
- Buying guides and blog
- Delivery, returns and warranty pages
- Wholesale enquiry route
- Phone-friendly product browsing
Design approach
A quiet, editorial look: warm off-white backgrounds, a refined wide-set RAEDE wordmark, large uppercase headlines and full-width lifestyle photography of the reformer in real homes. Generous space and numbered detail rows let the materials and engineering speak for themselves.
Functionality
A full shop with pre-order checkout, frame and leather options, a sticky order bar that follows you down the page, a clear specification table, "what's included" and comparison sections, an FAQ, and a journal of buying guides to help the site get found in search.
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