Nils Holger Moormann is considered a rebel in the furniture industry. With well thought-out, unusual ideas of young designers in his product portfolio, he has been able to successfully build up a reputation worldwide. His new website focuses on functional furniture, presented in a sober and rational manner with high emphasis put on aesthetics. It is a remarkable innovation that all products can now be ordered directly via an online store which has been seamlessly integrated. The main focus thereby was on leading shopping away from the loud e-commerce sector and turn it into an enjoyable experience.