De Eekhoorn is a family-owned furniture manufacturer in Hoorn, North Holland, more than 40 years old and run by the Smit brothers. Its catalog now runs on Automated Commerce: 7,868 products in one canonical catalog, campaign photography at €0.47 per image, product titles in four languages and 4,109 3D models ready to use.
Great tools like this make people actually want to work with it. Employees are enthusiastic and we are getting actual results in. Very happy with the cooperation.
Jos de Smit, CCO and owner, De Eekhoorn Dutch Furniture, August 2026.
About De Eekhoorn
De Eekhoorn produces the brands WOOOD and vtwonen, sold in more than 1,500 shops across 40+ countries. Alongside its own consumer webshop, the company runs a strong B2B side: a dealer network, an Experience Center, and project furnishing for hotels, restaurants and offices.
The challenge
High-quality imagery sells furniture, and one sofa can have 30 or more versions. Every colourway needs its own scene before it can go live, and a studio booking per version does not scale. The catalog side is no simpler: one product record serves two audiences that must not sound the same. The B2B dealer portal names the brand on every listing, the consumer webshop is not allowed to use the brand name at all. And the source of truth is Katana, an ERP for production and stock, not a webshop.
How Automated Commerce helps
Automated Commerce imported the Katana catalog into one canonical catalog: 7,868 products, 7,801 variants and 162 collections, with 2,951 products pushed live to the connected channel. From that one record, four things run.
Professional AI photography
Photography runs on real inputs: a packshot of the actual product, the actual fabric, the studio and the visual brand. The output keeps the exact chair, the same frame and the same weave, and delivers the PDP close-up and the campaign scene out of one shoot. A recent run produced 300 photos across 30 colour variants in one hour, at €0.47 per image. The full photography story is the WOOOD case.
Product content: text and translations
Product titles run in four languages across the full catalog: Dutch, English, German and French. On the copy side, a system built and tested produces dealer copy and consumer copy from the same record, with a recipe per product category and an automatic banned-phrase check that screens every draft: in a July test run it caught banned wording in 4 of 7 drafts before anything went live.
Attributes and SEO
The catalog carries 898,795 attribute values across 702 attribute definitions, structured and machine-readable. That structure is what search engines and AI assistants read, and every channel draws from the same data, so product specifications stay identical wherever they show up.
3D models
4,109 3D model files stand ready in the catalog, and 171 products already carry one on the record. One model covers every viewpoint of a piece, without a new shoot per angle.
The result
Where De Eekhoorn stands today:
- 7,868 products and 7,801 variants live in one canonical catalog.
- Product titles in four languages: Dutch, English, German and French.
- 898,795 attribute values across 702 attributes, structured and machine-readable.
- 4,109 3D models ready in the catalog.
- 300 campaign and PDP photos across 30 colour variants, generated in one hour at €0.47 per image.
- 2,951 products pushed live to the connected channel, Katana.
One record, two audiences, four languages. Photography, content, attributes and 3D from the same catalog, scaling with the range instead of the studio calendar.