Eight years on one product,through three generations of the site.
Brand site · product catalogue · headless CMS · 2018–2026
Doravi, a Romanian furniture workshop: the same product since 2018, carried from a pre-rendered React site to a headless CMS in 2022 and a full rebrand in 2026.
The product and the need
The owners are not technical and edit the catalogue themselves, so the product is the admin as much as the site: eighteen content types, from products and their variants to portfolio entries and redirects, all editable without a developer.
Decisions that held
Content first
Every page, filter and redirect comes from the CMS, so the owners change the site without waiting for me.
Pages search engines can read
Filter pages are real, server-rendered URLs, and a sitemap built from the catalogue lists every product with its images.
Measure, then keep
A speed change stays only when Lighthouse agrees: mobile went from 62 to 77, and two ideas that measured worse were rolled back.
How it grew
2018: a pre-rendered React site with its own API. 2022: Next.js on a headless CMS, so the owners could edit it themselves. 2026: a rebrand with a new design system, a major CMS upgrade done in place, and a price assistant the owners use from their phones.
The site today
Working model
Still mine to run, from the server to the content model, eight years on.