Customize Your Own Modular Furniture Online At An Affordable Price

Customize Your Own Modular Furniture Online At An Affordable Price

PSFK reached out and spoke to Evolvex- an Australia-based flat-packed furnishing company that allows consumers to customize at-home furniture online at affordable prices.

Timothy Ryan, PSFK Labs
  • 9 june 2012

In preparation for the release of our upcoming Future of Retail report, PSFK reached out and spoke to Evolvex– an Australia-based flat-packed furnishing company that allows consumers to customize at-home furniture online at affordable, IKEA-equivalent prices.  Utilizing the brand’s online interface, shoppers select the colors and dimensions of shelves, cabinets, tables and other modular furnishing pieces.  Images of consumers’ homes can be uploaded via an online application to test what the pieces look like in their intended environment. At any time following the purchase, items can be reworked, retooled and remade, offering a high degree of customization and quality at an affordable price. We reached out to Evolvex Director, Priyanka Rao, to get her thoughts.

Tell us a little about Evolvex. How does it work? Do you see your customization service as capturing a niche audience in the marketplace or appealing on a wider level? 

We think of Evolvex as a traditional cabinet maker for the digital age. Instead of going out to the furniture store and searching for that ‘perfect piece’ that fits your home or office, you can now get something custom made to fit your needs, through our digital portal. Our furniture is modular so the system works by dragging and dropping ‘parts’ to create the design that fits your needs. Once you purchase from us the system generates a custom assembly sheet to suit your design. Thanks to IKEA, customers are used to the idea of assembling furniture, we are taking this one step further by offering the customer more choice over the design. Through our system you can get an instant price on the choices you make which is a vast change from the 2-5 day quote lead time you’d get from a traditional cabinet maker.

We’re backed by Australia’s biggest custom furniture manufacturer so our production locally is well looked after and we’ve structured the business so when we do expand to the USA and Europe all we need is a good manufacturing and logistics partner to work with.


Here is a video of how the tool works:

Are there any notable figures or statistics around customer engagement and usage? 

Since the November launch over 15,000 Australians have spent over 75,000 minutes designing furniture on the Evolvex design tool, with 5% coming back to design over 10 times. We’ve shipped to every state on the mainland, including regional areas. The typical customer would come back to the designer 2-4 times prior to purchase.

We have noticed a range of services that allow customers to design and/or order customize products, which are often available to scale. Do you see this trend manifesting on a wider scale? How so?

I think the future of shopping online is mass customisation, but I must emphasise that customisation of a product in itself is not a new idea. I remember when I travelled through Marakkesh in Morocco I came across a stand in the Souk who made shoes. In this stand I was able to advise the French speaking fellow on the colour and size I wanted and within 1 day he had customised a shoe for me. I still have these shoes and every time I wear them I think of the young fellow who made them for me. I have a similar story for a tailored shirt in India and hand crafted customised furniture I bought in Australia.

All that is occurring now is by going online, our traditional ‘makers’ — cobblers, tailors, and cabinet makers are getting access to a much bigger market than the suburban or marketplace shop. Even Evolvex is backed by a manufacturer who specialises in custom furniture for the commercial market. Our manufacturer would never have gotten access to the national Australian domestic furniture market were it not for our digital channel on


How have customers responded to this level of personalization? Which challenges with respect to online shopping is this service working to address?

We were at a trade show presenting Evolvex to what was a primarily ‘renovators’ market and the reception was fantastic. Customers were relieved that they could now find a company who could make furniture that fitted their homes as they were having trouble finding particular items at retail stores due to limited colour choices and poor customer service.

The challenge is servicing the customer who you are not speaking with face to face however we overcome this by extensive customer support on email and phone, and we send through material samples for the client to understand the finishes of the furniture they are buying from us. We also offer a complete customisation service where we allow the customer a great choice of material and sizing on special request via email. In this way we address the pain point of the customer ‘not finding what they are looking for’ as they tell us what they want.

Thanks Priyanka!



Modular System Lets Musicians Create Their Own MIDI Controllers

Arts & Culture
Travel Today

Bicycle Hotel In Norway Makes Commuting A Breeze

The energy efficient space was designed to help the city of Lillestrøm get closer to their environmental goals by encouraging people to ride their bike

Retail Today

Basquiat-Inspired Fashion Line Supports Emerging Talent

The late artist's estate has collaborated with New York label alice+olivia on a new range of designs


Get PSFK's Related Report: Future of Retail 2017

See All
Op-Ed Today

Why Personalization Is The Key To Customer Satisfaction

Andrew Blackmon of The Black Tux shares how the company is using machine-learning models to streamline the fitting process

Health Today

Fidgeting Tools Designed To Help Creative Minds Focus

The DIDGETS Collection helps those who have anxiety or are restlessly moving to focus while they are working

Related Expert

Dan Germain

Food & Beverage, Branding & Packaging

Technology Today

Helpful Robot Teaches People Of All Ages How To Code

The Root has coding expertise designed to benefit a wide range of people

Home Today

Sharing Service Connects Directors With Film Locations

Finding affordable places to film can be difficult, so GETset was designed to help creators easily find good locations

Technology Today

Adobe Is Teaching Machines To Copy Your Artistic Style

A new research project called Stylit uses a camera to mimic a drawing and reproduce the strokes digitally


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed Today

Commerce Expert: Why Brick-And-Mortar Shopping Can’t Be Replaced

Erin Armendinger, SVP of bio, explains the physical need of customers to experience certain products before buying

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Automotive Yesterday

Mercedes Reveals Dazzle-Free LED Headlights

Digital Light offers great precision with a resolution of over two million pixels

Cities Yesterday

Nissan Is Testing A Digital Car Sharing Program In Europe

Nissan plans to launch their new service in Paris sometime this year to trial the profile-matching service

Social Media Yesterday

Your Favorite Tweets Are Now Wearable

This temporary tattoo allows fans to wear their most favorite moments from the social platform

Consumer Goods Yesterday

This Mirror Tracks Your Dark Circles And Fine Lines

HiMirror is a device snaps a photo of your face every day to provide feedback on how to care for your skin


Conference Built Around Report Launch

Innovation Yesterday

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

Syndicated Yesterday

Madrid's 'Robin Hood' Cafe Charge The Rich To Feed The Poor

The charity restaurant makes money from customers by day to offer homeless people meals at night

USA Yesterday

Amazon Launches Cashier-Free Store For Ultimate Efficiency

The retailer is looking to make shopping even faster by letting customers instantly pay as they walk out the door

No search results found.