Bespoke, made-to-measure furniture in ready-to-assemble kits
20+ employees • B2C
3D Configurator
Real-Time Pricing
Advanced Business Rules
CRM + ERP Integration
Automated Order & Spec Generation
Shopify
Two years ago, The Cabinet Shop had an idea. Business was growing, inquiries kept flowing, and there wasn’t an urgent crisis to fix anything. But founder Lewis Nichols could see the next curve: if customers could build and see their cabinets in real time 3D, his lean team would spend less time redrawing bespoke requests and more time shipping orders. When the company was ready, they turned to Digital Tails Group to develop a production-grade 3D + CPQ system that can handle their entire product catalog, and accelerate the number of orders they can complete.
A leap from manual orders to 3D
The team approached us with a task of making their growing customization business more efficient and flexible. For years, the company relied on form-based orders and manual drawings to serve a steady flow of bespoke cabinet requests. While effective, the process placed constant pressure on their small design team and prolonged the sales cycle. Lewis realized that if demand kept increasing – the very outcome he was aiming for – the existing setup would struggle to handle it. His vision was to experiment with digital tools that would relieve pressure on the team and prepare the business to easily handle growth.
We built a parametric 3D configurator with rules-driven pricing, fully integrated into the Shopify storefront. Starting with cupboards – their most popular product – the system was designed as a scalable foundation, ready to support an entire catalog of cabinets and future innovations like AI-driven configuration.
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With the configurator, customers can build and see their cabinets in real time, which takes pressure off our designers, reduces back-and-forth, and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
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With the configurator, customers can build and see their cabinets in real time, which takes pressure off our designers, reduces back-and-forth, and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
"
With the configurator, customers can build and see their cabinets in real time, which takes pressure off our designers, reduces back-and-forth, and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
Solving immediate needs, setting the stage for scale
From the outset, the project had to solve several business-critical issues at once while laying the groundwork for future growth:
Customer self-service
Instead of relying on forms and email exchanges, customers had to be able to configure a cabinet directly on the website, adjusting dimensions, finishes, and layouts while instantly seeing the visual outcome and the price.
Customer self-service
Instead of relying on forms and email exchanges, customers had to be able to configure a cabinet directly on the website, adjusting dimensions, finishes, and layouts while instantly seeing the visual outcome and the price.
Customer self-service
Instead of relying on forms and email exchanges, customers had to be able to configure a cabinet directly on the website, adjusting dimensions, finishes, and layouts while instantly seeing the visual outcome and the price.
Sales efficiency
For years, The Cabinet Shop’s designers had to create bespoke drawings for even the most standard requests, consuming countless hours. By delegating standard configurations to the configurator, the sales cycle could be shortened dramatically. Designers would no longer be tied up producing mockups for every inquiry.
Sales efficiency
For years, The Cabinet Shop’s designers had to create bespoke drawings for even the most standard requests, consuming countless hours. By delegating standard configurations to the configurator, the sales cycle could be shortened dramatically. Designers would no longer be tied up producing mockups for every inquiry.
Sales efficiency
For years, The Cabinet Shop’s designers had to create bespoke drawings for even the most standard requests, consuming countless hours. By delegating standard configurations to the configurator, the sales cycle could be shortened dramatically. Designers would no longer be tied up producing mockups for every inquiry.
Operational accuracy
Every configured order had to generate precise specifications that would flow into production. This was critical for reducing costly errors, avoiding miscommunication, and ensuring the final product matched the customer’s expectations. A rules-driven logic layer was therefore embedded into the configurator, validating all inputs and preventing impossible or incompatible combinations.
Operational accuracy
Every configured order had to generate precise specifications that would flow into production. This was critical for reducing costly errors, avoiding miscommunication, and ensuring the final product matched the customer’s expectations. A rules-driven logic layer was therefore embedded into the configurator, validating all inputs and preventing impossible or incompatible combinations.
Operational accuracy
Every configured order had to generate precise specifications that would flow into production. This was critical for reducing costly errors, avoiding miscommunication, and ensuring the final product matched the customer’s expectations. A rules-driven logic layer was therefore embedded into the configurator, validating all inputs and preventing impossible or incompatible combinations.
Scalable design
The Cabinet Shop’s range extends far beyond cupboards, and the configurator needed to adapt to new product families such as media units, dressers, and bookcases. By developing a master renderer and flexible rules engine, we created a platform that can be expanded without significant redevelopment.
Scalable design
The Cabinet Shop’s range extends far beyond cupboards, and the configurator needed to adapt to new product families such as media units, dressers, and bookcases. By developing a master renderer and flexible rules engine, we created a platform that can be expanded without significant redevelopment.
Scalable design
The Cabinet Shop’s range extends far beyond cupboards, and the configurator needed to adapt to new product families such as media units, dressers, and bookcases. By developing a master renderer and flexible rules engine, we created a platform that can be expanded without significant redevelopment.
SEO performance
Rather than offering a single entry point for customization, the system was designed to generate multiple pre-configured product pages. Each page could target specific searches, giving The Cabinet Shop more visibility and reach across customer segments.
SEO performance
Rather than offering a single entry point for customization, the system was designed to generate multiple pre-configured product pages. Each page could target specific searches, giving The Cabinet Shop more visibility and reach across customer segments.
SEO performance
Rather than offering a single entry point for customization, the system was designed to generate multiple pre-configured product pages. Each page could target specific searches, giving The Cabinet Shop more visibility and reach across customer segments.
Embedding configurator logic within e-commerce infrastructure
Originally, the cabinet designs were developed from drawings and textual specifications. In order to incorporate the parametric variability of these specifications, it required a flexible, rules-driven system logic. Every cabinet variation is generated dynamically, with compatibility rules ensuring that dimensions, shelves, doors, plinths, finishes, and hardware always align with real-world construction. Pricing is updated in real time based on chosen parameters. Midway through development, the team introduced an important requirement – support for The Cabinet Shop’s distinctive “face frame” construction. This was successfully integrated without disrupting the project timeline.
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Integrating The Cabinet Shop’s distinctive face frame construction into a dynamic, rules-driven configurator was something unique, but we achieved it without disruptions.
Sergey Svistunov
CTO, Digital Tails Group
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Integrating The Cabinet Shop’s distinctive face frame construction into a dynamic, rules-driven configurator was something unique, but we achieved it without disruptions.
Sergey Svistunov
CTO, Digital Tails Group
"
Integrating The Cabinet Shop’s distinctive face frame construction into a dynamic, rules-driven configurator was something unique, but we achieved it without disruptions.
Sergey Svistunov
CTO, Digital Tails Group
To establish solid e-commerce operations, the configurator was embedded within The Cabinet Shop’s Shopify environment using Dynamic Product Options (DPO). Thanks to this integration, the internal team can manage options, create new product pages, add products, and update prices without touching the 3D codebase. Payment and checkout processes remain uninterrupted due to the DPO plugin, which preserves pricing persistence and links directly to Shopify’s native flow.
Scalability was another central requirement. Instead of building separate configurators for each product family, we developed a master renderer that can connect to any DPO-driven interface. This architecture means that future categories can be added quickly and cost-effectively within the same logical framework.
Balancing technical depth with business pace
Collaboration with The Cabinet Shop was straightforward, with a direct working loop between Lewis and our project manager. Our team became deeply familiar with their many cabinet variants. Scope management was also tested when a late discovery emerged: The Cabinet Shop’s distinctive “face frame” construction detail.
The project timeline began with setting development milestones aligned to the client’s own rollout schedule. While the configurator was production-ready on our side, go-live sequencing was tied to The Cabinet Shop’s internal creation of product pages and content. Overall, the project was designed and delivered with a clear scope for follow-on modules. The solution is robust enough to handle complex product logic, while still offering a manageable entry point for a founder-led business preparing for scale.
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A business doesn’t need to wait for a crisis to plan its next leap. Here, the motivation was to create something practical and scalable, built while growth was already underway.
Nick Markou
COO, Digital Tails Group
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A business doesn’t need to wait for a crisis to plan its next leap. Here, the motivation was to create something practical and scalable, built while growth was already underway.
Nick Markou
COO, Digital Tails Group
"
A business doesn’t need to wait for a crisis to plan its next leap. Here, the motivation was to create something practical and scalable, built while growth was already underway.
Nick Markou
COO, Digital Tails Group
Immediate impact and long-term gains
Although the configurator has been rolled out only recently, the first and most immediate effect is expected to be a reduction in design workload. Since the customers are now able to configure cabinets themselves, many of the repetitive design requests that previously demanded bespoke drawings will be absorbed by the tool. The sales process is also set to become faster and more streamlined. Real-time visualization and pricing will remove uncertainty for customers, reduce the number of clarifying emails and shorten the time from inquiry to order. For the company, this means a more efficient sales cycle, and for buyers, it translates into an easy, modern purchasing experience.
On the production side, validated parameters and compatibility rules will ensure that specifications passed through the system are accurate from the start. The structured data handoff should reduce the risk of errors and improve the flow from configuration to manufacturing. The integration with Shopify and Dynamic Product Options empowers Lewis and his team to manage the system independently. They will be able to add product pages, adjust parameters, and expand into new categories without developer intervention.
"
Our team has been flat-out turning bespoke requests into drawings. The configurator lets customers see it immediately, which takes pressure off our designers and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
"
Our team has been flat-out turning bespoke requests into drawings. The configurator lets customers see it immediately, which takes pressure off our designers and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
"
Our team has been flat-out turning bespoke requests into drawings. The configurator lets customers see it immediately, which takes pressure off our designers and speeds everything up.
Lewis Nichols
Founder, The Cabinet Shop
Key metrics that define success
Reduced design workload
Fewer manual drawings needed each week as standard requests move into the configurator
Reduced design workload
Fewer manual drawings needed each week as standard requests move into the configurator
Reduced design workload
Fewer manual drawings needed each week as standard requests move into the configurator
Faster time to quote
Hours from inquiry to priced configuration fall as customers see real-time pricing
Faster time to quote
Hours from inquiry to priced configuration fall as customers see real-time pricing
Faster time to quote
Hours from inquiry to priced configuration fall as customers see real-time pricing
Higher conversion rates
A smoother, more confidence-building journey than the old form-based process
Higher conversion rates
A smoother, more confidence-building journey than the old form-based process
Higher conversion rates
A smoother, more confidence-building journey than the old form-based process
Improved lead quality
More inbound requests arrive with validated, production-ready specifications
Improved lead quality
More inbound requests arrive with validated, production-ready specifications
Improved lead quality
More inbound requests arrive with validated, production-ready specifications
Increased average order value
Visible material and hardware options encourage upgrades and upsells
Increased average order value
Visible material and hardware options encourage upgrades and upsells
Increased average order value
Visible material and hardware options encourage upgrades and upsells
Stronger SEO performance
Pre-configured cabinet pages drive more impressions, clicks, and organic pipeline growth.
Stronger SEO performance
Pre-configured cabinet pages drive more impressions, clicks, and organic pipeline growth.
Stronger SEO performance
Pre-configured cabinet pages drive more impressions, clicks, and organic pipeline growth.
Beyond a single product line – scalable by design
The significance of this project extends beyond a single product line. At its core, it demonstrates how a founder-led business can take a proactive approach to technology. The Cabinet Shop didn’t wait for a slowdown or a competitive threat before investing, but instead, they chose to stay ahead while the market was stable, ensuring their systems would be ready for the next stage of growth.
It also shows that process automation doesn’t have to come with a heavy ERP overhaul. By embedding CPQ logic directly into Shopify, the business gains immediate efficiency without the cost, disruption, or time commitment of a multi-year enterprise project. From a growth perspective, the configurator was designed around a scalable category strategy. Rather than building multiple disconnected tools, The Cabinet Shop can use one renderer and one logic layer across its entire catalog.
The project also lays a clear roadmap to AI. The existing stack is fully compatible with our AI Configurator, which will allow customers to design cabinets through conversational input, while rules and constraints ensure manufacturability in the next wave of customer experience.
Reuse this pattern in your business
If you sell configurable products and spend hours or days on design mockups, the fastest win is the same: put a visual, rules-aware configurator in front of customers and connect it to your pricing. Start with one hero category, architect for reuse, and layer AI when the base is delivering.
Interested in a pilot? We can scope a mid-sized build, map your rules, and ship a category MVP in a similar pattern – then expand across your catalog.
3DT Wardrobe & Cabinet
Full-cycle sales platform for configurable wardrobes and cabinets
