How Steelcase grew Buy Box ownership from 60% to 90%.

The Steelcase 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.

+23%

Sales YoY 2024

+31%

YoY Incremental Ad Sales

+30%

Buy Box Percentage(from 60% to 90%)

Pattern x

Steelcase

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

Approach Bringing premium positioning to a price-driven channel.

Revenue

Traffic

Conversion

Price

Availability™

Build a tailored B2C strategy.

Design a premium positioning strategy across storefront, messaging, and A+ content.

Run full-funnel media with continuous testing.

Drive awareness and conversion with content built for storytelling, refined through A/B testing and real-time insights.

Take over end-to-end marketplace execution.

Manage supply chain and fulfillment to eliminate costly chargebacks.

"Pattern's expertise and data-driven approach have been game-changers for us. They've helped us navigate the complexities of ecommerce and regain control over our brand's presence on Amazon."

Ashley Parkes

Retail Channel Manager, Steelcase

+23%

Sales YoY 2024

+31%

YoY Incremental Ad Sales

+30%

Buy Box Percentage(from 60% to 90%)

+26%

YoY Market Share Home Office Desk Chair Category

Discuss your marketplace growth.

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Unlock the exponential  power of together.

You know your brand, we know ecommerce.

How Steelcase grew Buy Box ownership from 60% to 90%.

Unlock the exponential power of together.

You know your brand, we know ecommerce.

How Steelcase grew Buy Box ownership from 60% to 90%.

Unlock the exponential  power of together.