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From boardrooms to living rooms.
The Brand
Since 1912, Steelcase has been a global leader in premium office furniture, delivering high-performance solutions for the world’s top organizations. With a presence in over 80 countries, their mission is simple: help people work better, wherever work happens.
Challenge
Steelcase entered B2C with a premium brand in a crowded, fast-moving marketplace
The post-pandemic shift to remote work pushed Steelcase to expand beyond its enterprise roots and connect directly with consumers.
- Competing sellers, price erosion, and inconsistent branding on Amazon made it difficult to maintain control
- Success in B2C required a new strategy, one that preserved premium positioning while navigating marketplace complexity
Solution
Partnering with Pattern, Steelcase reimagined its B2C strategy to reach new customers
Steelcase teamed up with Pattern to rethink how a premium brand sells in a crowded, price-driven channel.
- Built a tailored B2C strategy focused on premium positioning, from storefront design to refreshed messaging and A+ content that resonated with everyday consumers
- Full-funnel media approach boosted awareness and conversion, with content optimized for storytelling and performance
- Used A/B testing and real-time insights to learn what worked and drive continuous improvement
- Took over end-to-end marketplace execution, eliminating costly chargebacks through streamlined supply chain and fulfillment
- Enforced pricing integrity using Vorys eControl and proprietary Buy Box tools, removing unauthorized sellers
- Rebuilt Steelcase's digital shelf with SEO-rich, conversion-focused content
- Gained the clarity, control, and consistency needed to grow B2C without losing their high-end appeal
Steelcase increased market share, boosted ROAS, and proved premium brands can thrive on Amazon
Steelcase saw major gains after the partnership.
- Year-over-year sales grew 24%, with incremental ad sales climbing over 30%
- Holiday season total sales surged 54% with only a 27% increase in spend
- ROAS improved by 14%, while TACoS dropped by 18%, showing stronger campaign efficiency
- Buy Box ownership increased from 60% to 90%, chargebacks eliminated, pricing integrity restored
- Market share in the Home Office Desk Chair category grew 26%, even as the overall category declined 18%
- Built a sustainable foundation for long-term growth, proving high-consideration products can compete and win on the world's largest marketplaces
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