CustomForm is a Polish furniture brand known for its modern, Scandinavian, and industrialdesigns. Handcrafted in Poland, their products were popular among local B2C customers. In2017, the company partnered with YNOT to expand its reach and build a strong B2B presenceacross Europe.
The Challenge
Despite success in the Polish market, CustomForm faced challenges:
No export sales strategy or international sales infrastructure.
Consumer-focused marketing that didn’t resonate with B2B buyers.
Low brand awareness abroad despite product quality
Limited B2B offer: No structured pricing or distribution for trade clients.
Our Strategy
We built a scalable B2B expansion model around six core pillars:
Sales Management
Full-service B2B sales - from lead generation to order handling - plus internal team training.
Targeted Campaigns
Flash campaigns, segmented outreach, and high-conversion prospecting.
B2B Web Presence
A dedicated landing page to streamline onboarding for buyers.
Strategic Positioning
Market research and curated introductions to top designretailers.
Branding & Content
Professional marketing materials, product sheets, and catalogs
Offer Optimization
Trade pricing, lead times, and fulfillment systems tailored to wholesale needs.
Building a B2B sales strategy (internal system, outreach, partnerships).
To support long-term growth, we built and implemented a dedicated B2B sales strategy. Thisinvolved setting up an internal system to manage leads and accounts, developing structuredoutreach campaigns, and building strategic partnerships with distributors and retailers.
The entire sales process—from lead generation to deal closure—was handled by YNot Design,ensuring a professional, consistent, and conversion-focused approach.
Marketing and branding efforts.
With the offer in place, we launched dedicated marketing initiatives to position CustomForm as atrusted brand in new international markets.
These efforts included localized brand messaging,refreshed sales materials, targeted campaigns, and regular email communications such asnewsletters.
Adjustments in pricing and logistics.
Based on the analysis, we refined the product offer to better suit B2B expectations. Pricingstructures were adjusted to reflect wholesale margins and international competitiveness.
Wealso optimized logistical solutions aligned with B2B needs, such as clearer lead times andscalable fulfillment
options.
Data analysis and benchmarking
We began by conducting an in-depth analysis of CustomForm’s existing performance, productportfolio, and pricing strategy.This included benchmarking against competitors in target markets to identify gaps andopportunities.
The insights gained informed key strategic decisions across product, pricing, andpositioning.
To ensure a smooth and effective transition into the international B2B space, we followed astructured, step-by-step implemen tation process. Each phase was carefully aligned withCustomForm’s goals and tailored to meet the demands of new export markets:
+85% growth in B2B revenue within the first 3 years.
3,000+ wholesale orders processed
56 active B2B partners across 16 European countries.
Maintained growth through COVID-19, BREXIT, and the Ukraine war.
Rebranded in 2024 for improved visual identity and positioning.
Results
Conclusion & Key Takeaways
CustomForm transitioned from a locally recognized B2C brand to a competitive international
B2B player. With a solid sales structure, tailored marketing strategy, and a newly built partnernetwork, the company is now well-positioned for continued growth across Europe.
Key Success Factors:
Strategic Offer Optimization: Adapting products, pricing, and logistics for B2B clients.
Clear Positioning & Branding: Market-specific messaging, professional materials, and consistent storytelling.
End-to-End Sales Support: A full-service sales framework managed by YNOT, from first contact to order fulfillment.
Collaborative Partnership: Close alignment and transparent communication with the
CustomForm team ensured smooth implementation and internal buy-in.
Successful Rebranding: In 2024, YNOT developed a comprehensive rebranding conceptfor CustomForm, which was successfully implemented—enhancing visual identity,reinforcing market positioning, and strengthening brand recognition across Europe.