Custom Handcrafted Rugs Made in Switzerland
How we rebuilt a slow Magento 2 Luma storefront for a Zurich rug atelier into a headless Next.js experience — and nearly doubled its performance score in the process.
About Royal Creation
Royal Creation is a Zurich-based atelier that designs and hand-makes bespoke rugs to order. Every piece is customisable down to the shape, size, and design — from classic and neoclassical to modern, minimalist, and fully artistic motifs — with no size limitations and production completed in a matter of days, followed by free delivery and in-home installation across Switzerland.
It is a visual, exploratory business: customers browse an image-heavy catalogue of shapes, styles, and subjects and often book a personal consultation before committing to a high-value, made-to-measure purchase. That makes on-site speed and a smooth browsing experience directly tied to revenue.
Headless Next.js rebuild of a slow Magento 2 Luma storefront (handcrafted rugs, Switzerland).
45 → 96
Lighthouse performance
8.2s → 1.4s
Load time
+34%
Conversion rate
Headless Next.js rebuild of a slow Magento 2 Luma storefront (handcrafted rugs, Switzerland). Royal Creation
The Challenge
The store ran on Magento’s default Luma theme and scored just 45% on mobile performance. Luma was built for a different era of the web: it renders pages with server-side PHP and Knockout.js, ships heavy JavaScript and CSS, and leaves you fighting for every point of mobile performance.
For a catalogue this visual, that ceiling was expensive. Large product imagery loaded slowly, interactions felt sluggish, and every extra second of load time on an exploratory shopping journey is a chance for a would-be buyer to leave before they reach a consultation.
The Solution
We rebuilt the storefront as a headless application on Next.js, with Magento 2 kept as the commerce backend and exposed over GraphQL. Pages are server-rendered, so search engines and customers receive fast, complete HTML instead of waiting on a heavy client-side theme.
The rebuild focused on the things that matter for a visual, conversion-driven catalogue: optimised image delivery, lean JavaScript, and Core Web Vitals tuned for mobile. We carried the URL structure, metadata, and structured data across so the move to headless protected the store’s existing search rankings rather than risking them.
The Results
The headless rebuild took Lighthouse performance from 45 to 96 and cut load time from 8.2 seconds to 1.4 seconds — a storefront that now loads almost six times faster. Conversion rose 34% as the faster, smoother experience carried more visitors through to enquiry and purchase.
The result is a storefront that finally matches the quality of the product behind it: fast, mobile-first, and built to turn browsing into bookings.
Want results like these?
Tell us about your Magento 2 storefront and we’ll show you what a headless rebuild could do for your performance and conversion.
Start your project