About Rooh – made-to-measure shower solutions for the modern home

Rooh is a new brand within the Tapwell Group offering high-quality, made-to-measure shower solutions. Products are adapted to the customer's bathroom in dimensions, materials and finish – giving a design that feels tailored rather than picked off the shelf.

As an entirely new brand, Rooh needed to establish its digital presence quickly. The website was to become the primary place where customers meet the brand, explore the range and build their own shower solution.

The challenge: A tight timeline and high demands on flexibility

Ahead of summer 2025, Rooh needed a website that both presents the range and lets customers configure their own shower. Launch was set for May, which meant a tight timeline from the start.

Beyond a clean product site with high design ambitions, the project required a variant selector that handles thousands of possible combinations. The solution had to reflect the brand's design level while being flexible enough to grow as the range evolves.

A variant selector built on the client's article number structure

Rooh's article numbers carry information about each product's dimensions, materials and finish. We built the variant selector on that structure, so combinations are generated directly from product data rather than maintained by hand.

This means new variants and products can be added without rebuilding the selector – and Rooh keeps full control over article data and logic.

Launch in May – in a few months

The timeline demanded parallel work. The variant selector was developed and iterated while the rest of the site was being built, which was only possible thanks to a headless architecture where frontend and platform can evolve independently.

The solution: Headless architecture and a shared platform with Haven

Just as for sister brand Haven, we built Rooh's website on Litium Commerce Cloud with React Accelerator as a headless frontend. The setup gave three clear advantages:

• Flexibility and fast development: the headless architecture allowed us to build and iterate the variant selector in parallel with the rest of the development.
• Seamless integration: a smooth connection to the Jeeves ERP system ensures product data is always accurate and up to date.
• Synergies with Haven: since Rooh and Haven run on the same platform and version, features and improvements developed for one brand can often be reused for the other.

The shared platform saves time and resources, and also gives editors and administrators working with both brands a consistent experience.

The result: An inspiring and technically robust product site

Rooh now has a modern, clean and informative product site that helps the brand communicate its range and identity digitally. The variant selector makes it easy for users to create tailored shower solutions with a wide range of options, while Rooh keeps full control over article data and logic through the integration with PIM and Jeeves.

With a clear strategy and close collaboration with the client's team, the project was delivered from kick-off to launch in just a few months – despite the complex product data and high design ambitions.

Built to grow

The project shows the strength of a flexible headless architecture that can be scaled and adapted as new needs arise. As the range grows and new markets open up, the variant selector and the site can be developed further without rebuilding the foundation.