By Catalin Zorzini
Paustian is a Danish furniture and interior design retailer selling designer seating, tables, lighting and storage from brands such as HAY, Parachilna and Nelson alongside its own Paustian Collection, plus project services for offices and commercial fit outs. Founded in 1964, the site serves both private shoppers and businesses through a Privat and Erhverv toggle, with prices shown in DKK or EUR across a shop of more than 700 products.
Website Design
A plain black wordmark, nothing else. The lowercase paustian logotype sits alone at top left in black on white, with no colour blocking or brand accent anywhere in the header or product grid.
Product photography on empty white. Every catalogue and product image floats on a bare white ground with no props or lifestyle staging, letting each lamp or chair read as an object rather than a scene.
A single narrative pause on product pages. Category names and specifications run in a plain sans serif, while a short designer biography beside a portrait photo, for example Jaime Hayon on the Parachilna Chinoz lamp, is the one place the page slows down for text.
Shopping Experience
A large, filterable catalogue. The shop lists hundreds of products across categories such as Akustik, Belysning, Borde and Stole, sorted by popularity, newest or price, with a left hand category sidebar for narrowing the view.
Designer credited on every card. Each product shows a price from figure alongside the brand and the individual designer’s name, treating attribution as a standard catalogue field rather than an extra.
A Danish language, multi step checkout. Checkout runs through four named steps, Adresse, Fragttilvalg, Forsendelse and Betaling, offers delivery, warehouse pickup or kerbside collection, and accepts payment card, MobilePay or invoice for institutions with a CVR number.
Brand Storytelling
Business framing on the homepage. The current homepage speaks directly to commercial buyers, stating the company delivers furnishings that work in practice and acts as one partner responsible for the entire process from design to installation.
Founding date as the credibility marker. Paustian dates itself to 1964 and frames its role around experience managing large scale interior projects rather than product novelty.
Notable Features
A private and business toggle throughout. Every page carries a Privat and Erhverv switch, and checkout itself asks whether the buyer is Privat, Virksomhed or EAN and Offentlig, tailoring the invoicing path to each.
A dedicated Cases section. Completed commercial projects are documented separately from the product catalogue, giving Paustian a portfolio alongside its shop rather than folding project work into product pages.
Services listed as named line items. Under Erhverv the site breaks its offer into Totalloesninger, Projektstyring, Flytning og Logistik, Indretning, Leasing og Leje, Special Inventar and Moebelpleje, so a business buyer can see project management and furniture care listed as separately requestable services rather than bundled into one generic offering.
Three physical addresses back the online shop. The footer lists offices in Vaerloese, Aarhus and Herning with a direct phone number, giving the retailer a regional presence a purely online furniture shop would not show.
Paustian Shop Category page example
Paustian Product page example
Paustian Checkout page example
Paustian footer example
