AJ Produkter's Decade-Long Partnership with UKAD

AJ Produkter supplies furniture and equipment for offices, schools, warehouses and other workplace environments. Founded in Sweden in 1975, the AJ Group has grown into an international business:

• 26 companies;

• operations across 19 European countries;

• two factories;

• more than 800 employees.

As the business expanded, AJ Produkter needed its digital channels to support a large product range, multiple markets and an international content team.

The company selected UKAD as a nearshore technology partner with relevant experience in the Scandinavian market and the engineering capacity to support both current operations and further platform development.

AJ Produkter had traditionally relied on offline marketing and sales. To reach more customers and support further growth, the company needed to strengthen its digital presence and make online purchasing more effective.

The existing digital setup presented several challenges:

• Online sales needed to become a stronger part of the business.

• Editors across 19 countries depended on an outdated desktop application.

• The ecommerce website required updated UX, UI and technical performance.

• The Ojega subsidiary website was not adapted for mobile devices.

• Customers needed more information about products, workplace solutions and installation options.

• The digital environment required continuous technical support as the business expanded.

UKAD combined ecommerce development, content management improvements and continuous engineering support within one long-term cooperation model.

The delivered work included:

• Backend and frontend modernisation. UKAD upgraded the existing platform using Microsoft .NET and React, covering both server-side functionality and customer-facing interfaces.

• Improved website performance. The team optimised loading times across desktop and mobile to provide a faster and more consistent browsing experience.

• Smarter product discovery. Search functionality, machine-learning product recommendations and delivery-time calculations helped customers find relevant products and make purchasing decisions.

• International content management. UKAD developed a tailored Optimizely solution with a WYSIWYG interface for banners and campaigns. It replaced the previous desktop-based workflow and simplified content management across 19 countries.

• Mobile support for the Ojega brand. The subsidiary website was adapted for mobile devices, making its content accessible across different screen sizes.

• Additional digital resources. UKAD built a corporate website and a separate solution platform presenting design services and product installation examples.

• Product data integration. PIM, InRiver and Apptus eSales were connected with the ecommerce environment to support consistent product information across websites and markets.

• Continuous development and maintenance. UKAD continues to resolve technical issues, maintain the existing environment and introduce new functionality as AJ Produkter’s operational needs change.

The cooperation helped AJ Produkter turn ecommerce into a core sales channel and establish a digital environment that can continue to evolve with the business.

The main results include:

• 2.5x growth in online sales following the ecommerce platform modernisation.

• Online sales surpassed the company’s offline channels.

• Faster performance across desktop and mobile.

• More relevant product discovery through smart search and recommendations.

• A simpler content workflow for editors across 19 countries.

• Additional digital resources to support customers throughout the buying process.

• A stable engineering setup covering maintenance, integrations and further development.

• More than a decade of continuous cooperation with UKAD as a nearshore technology partner and remote R&D team.

AJ Produkter needed a technology partner that could understand its business context, work closely with an international team and support the platform beyond its initial release.

The cooperation is built around:

• Experience in the Scandinavian market. UKAD had previous experience with Swedish clients and understood the communication and delivery expectations of Nordic businesses.

• A practical nearshore model. Overlapping working hours and direct access to the engineering team support regular communication and faster coordination.

• Expertise across the platform. The team combines .NET, React, Optimizely, ecommerce and integration capabilities within one delivery setup.

• Engineering continuity. The partnership has continued since 2012. Engineers retain knowledge of the platform, its integrations and the business behind it, reducing repeated onboarding.

• Support beyond launch. UKAD works as an extension of AJ Produkter’s organisation, covering day-to-day maintenance as well as planned technical improvements.