Premium in the showroom, premium online: relaunch for Zurich's leading house for designer rugs.
The starting point
NEGRA carpet & home has stood for hand-knotted designer rugs for over 30 years — one of Switzerland's leading houses, with a showroom in Zurich and a reputation built on consultation and curation.
The brief was deliberately open: take a joint look under the hood of the existing website. No finished spec sheet, but an honest analysis — what works, what slows things down, what's missing.
The challenge
The audit surfaced more than cosmetic weaknesses. Around 40% of the most-visited pages were in fact the 404 error page — a symptom of a URL structure that had grown messy over the years. Add to that noticeably slow load times and a navigation that lost visitors rather than guiding them.
The real puzzle sat deeper: NEGRA doesn't sell commodity goods — it sells curation and consultation. A classic online shop would have diluted the brand. What was needed was a digital funnel that captures interest without replacing the curated advisory experience.
Solution & execution
From audit to new platform — in four steps.
- 01 · Discovery
Audit over gut feeling
Analytics and index analysis of the existing site: where do the 404 hits come from, which content actually gets visited, where does the customer journey break? The findings became the basis for every decision that followed.
Illustration — Website audit - 02 · Design
Making exclusivity visible
A calm, clean layout with plenty of room for the rugs themselves: collection overview, project gallery and an imagery language that translates the showroom's standards into digital — bilingual in German and English.
Illustration — Premium layout - 03 · Development
Clean structure, noticeably faster
A complete rebuild with a clean URL structure including redirects — no more 404 hits among the top pages — and distinctly better load times. At its heart: the wishlist. Visitors collect rugs while browsing, and their selection is automatically sent along with the consultation request. NEGRA keeps full control and the curated advisory feel, while customers still travel a clear digital path.
Illustration — Structure & wishlist - 04 · Launch
Making it measurable
The new website is live at negra.ch. Since launch, results are measured against the audit baseline: load times, organic visibility and the number of consultation requests coming through the wishlist.
Illustration — Launch & measurement
The tech stack
- Next.jsFramework & rendering
- ReactUI components
- Tailwind CSSStyling system
- next-intlMultilingual (DE/EN)
- ZustandWishlist (state management)
- Framer MotionAnimations
The results
The new website is live — and the effect is directly measurable: with the relaunch, the Semrush audit site health score rose from 83 to 96 out of 100, and all 1,736 previously detected technical errors are fixed (as of July 2026). The top pages no longer lead nowhere — clean redirects have replaced the 404 hits.
Load times, organic visibility and consultation requests through the wishlist keep being measured against the audit baseline — those numbers follow once enough post-launch data is in.
Client voice
Karim built our new Negra website in record time — professional, fast, and exactly as we envisioned it.
A closer look
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