Decowood: the online store that has become a European benchmark

Do you know the story of Decowood and what’s behind its success?

Decowood was launched in 2020 as an online pure player, a B2C ecommerce business dedicated to selling furniture and home decor.

Today, the company, which generates more than €13 million in revenue, is a national and international benchmark in the home and living sector, thanks to a distinctive style focused on quality and design.

In our interview with Ion Vidaurreta, co-CEO of Decowood, we explore the factors that have driven, and continue to drive, its sustained growth in B2C and B2B, as well as its gradual expansion into new European markets.

Project origins: building an online business

It all began in 2015, with a small project and strong ambition.

The first digital initiatives were cajasdemadera.com and cabeceros.com. These were transactional websites built with PrestaShop. Based on carefully chosen domain names, these platforms focused on the direct sale of these products and generated a market response that exceeded initial expectations.

Building on these first experiences, Decowood was launched in 2020 as a B2C ecommerce business. To create the online store, the company chose PrestaShop again, valuing its ease of use and its high level of SEO customization.

The product offering expanded progressively. Wooden chests and headboards gave way to an increasingly diverse range, including pieces such as wall art, frames, tables, and shelves, before the launch of full collections.

The current catalog, with 5,000 active references, brings together a versatile range of products designed to decorate every room in the home and give it character.

Efficient management and operational control

The company centralizes production and logistics in Santa Maria de Palautordera, near Barcelona. This setup ensures rigorous coordination across all operations and allows Decowood to deliver products with a carefully managed experience down to the smallest detail. Each reference is designed to fit a modern lifestyle, combining functionality, attractive design, and versatility for any home.

An evolving solution for a scalable business

The flexibility of PrestaShop’s software has allowed the company to develop a multistore adapted to both B2B and B2C channels.

Three years ago, Decowood decided to expand its business with the launch of its B2B vertical: DecowoodPRO. This area is designed for professional customers such as architects, interior designers, decorators, and developers, with an offering tailored to complete interior design projects. Professional customers, who access the platform through registration, benefit from several advantages:

• • Personalized support

• • Unlimited stock

• • Exclusive discounts

• • Efficient logistics solutions

For now, sales to end customers still account for a larger share of revenue than sales to professionals, with a split of 85% in B2C, including marketplaces, versus 15% in B2B. However, the company’s current goal is to strengthen its presence in this vertical.

“At first, we chose PrestaShop for its ease of use and SEO. Now, with more perspective, we value its scalability and flexibility. On one hand, having a scalable platform allows us to operate easily in many European countries. On the other hand, we have the specific challenge of being manufacturers, and its flexible architecture makes it easier to integrate with many other tools.” Ion Vidaurreta, co-CEO of Decowood.

International expansion

Today, the brand sells its products in several European countries.

Ion explains that PrestaShop’s multilingual functionality has allowed the company to easily run an ecommerce site translated into 5 languages.

In its strategy, Spain is a fully mature market, while France is at a very advanced stage of maturity. This parallel development is due to the fact that the business began in Spain and, almost simultaneously, in France, where the company already had experience with its first transactional websites.

Expansion then moved toward Italy and Portugal, driven by geographic proximity and competitive logistics costs. Both markets showed strong traction from the start and now sit at a second level of maturity.

In 2025, the company continued its international growth by entering new European markets such as Germany, the Netherlands, Austria, Sweden, and Poland, where results have also been positive.

Project data and key KPIs

Let’s look at the project in numbers. Here are the key figures:

• • €13 million in sales in 2025.

• • A 6-month business plan projecting revenue between €15 million and €16 million.

• • Channel split: 85% in B2C, including marketplaces, versus 15% in B2B.

• • 5,000 active references, with plans to expand the catalog.

• • Average order value above €400.

• • Repeat purchase rate around 15%.

• • 393,000 Instagram followers.

Upcoming projects

On the technology infrastructure side, the company plans to upgrade to the latest version of PrestaShop.

On the business side, it will focus its efforts on three priorities:

• • Product: adding new features and developing additional categories, such as bathroom furniture and lighting, with the goal of offering a complete home and living experience.

• • Customer experience: optimizing customer perception before, during, and after purchase.

• • Logistics-related services: offering more specialized logistics solutions, covering factory pickup, home delivery and assembly by professional teams, furniture collection and recycling, as well as returns management and reverse logistics.

On the sales side, the company intends to strengthen and develop its B2B vertical with the goal of doubling its 2025 revenue.

Conclusion

Decowood, which manufactures and sells furniture and home decor, has become a national and international benchmark in the home and living sector.

The company was born as a 100% online business at a time when selling furniture online without a physical retail presence was far from obvious. At first, it focused exclusively on the B2C model. Strong results and entrepreneurial ambition, supported by a scalable and evolving platform like PrestaShop, have allowed Decowood to expand internationally and diversify into the B2B model, where it now aims to consolidate its presence.