D&D Chairs
When D&D Office Stationers, a long-established Dublin-based business known for quality and service decided to spotlight their ergonomic chair range, they turned to PB Studio to bring it online. The new D&D Chairs website was built on Shopify to give the brand a fresh, focused identity around workplace wellbeing and to make it easy for companies and individuals to find the right chair for their needs.
It was a pleasure to work with Paul and the team at PB Studio. They did a fantastic job and we couldn’t be happier with the outcome. Thank you all so much. I look forward to working with you again in the future.
- Ciarán Hennessy D&D Chairs
What We Did
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Building a robust website on the Shopify Platform
Implementing an chat widget
Strategy workshops around building a seamless back end experience for the D&D team
UX design to ensure the front end of this system engages and guides users correctly
Monthly analytics reporting and strategy meetings
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Crafting a suite of brand language that places the consumer and their desires at the centre of each message
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Case Study: D&D Chairs
Launching a Dedicated E-Commerce Platform for Ergonomic Workplace Comfort
The Challenge
For years, D&D Office Supplies built a strong reputation supplying office stationery and equipment across Dublin. However, their growing range of ergonomic office chairs, a cornerstone of their business, had no dedicated online home.
Ciaran, the company’s owner, recognised that modern businesses are investing more in employee wellbeing and ergonomic solutions. Without an online platform, D&D couldn’t fully reach that audience or showcase the depth of their chair expertise.
Key challenges included:
No e-commerce site dedicated to the chair range
Low online visibility for ergonomic products
Limited storytelling around the health and productivity benefits of their chairs
Missed opportunities for direct-to-consumer and B2B sales
The Solution
PB Studio partnered with D&D to create D&D Chairs, a clean, conversion-focused Shopify store designed to highlight their product expertise and connect ergonomic benefits to real workplace impact.
Our process included:
Brand Positioning: Developed a standalone identity for D&D Chairs, aligned with their trusted parent brand but focused on ergonomic comfort and wellbeing.
UX-Led Design: Structured the site for easy product discovery, allowing users to browse chairs by feature such as lumbar support, adjustable arms, and active sitting.
StoryBrand Messaging: Reframed the copy around how the right chair can improve happiness, health, and productivity at work.
Shopify Build: Implemented a robust e-commerce setup with clean product visuals, a simplified checkout, and scalable functionality for future growth.
SEO and Performance: Optimised for search visibility in Ireland’s B2B and B2C office furniture markets.
Key Takeaway
By focusing on one product category and designing for both trust and conversion, D&D transformed their reputation from a local supplier into an online authority on ergonomic office seating. The new Shopify site now serves as a strong foundation for the next phase of their digital growth.
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