Frette Redesign & Replatform





Commerce Enablement

Customer Experience (Cx)


Known for their chic, original design and inimitable look and feel, Frette linens can be found everywhere from the altar of St. Peter’s Basilica to the bedrooms of European royalty as well as the world’s most prestigious hotels. Frette also caters to those who wish to experience this luxury at home, with more than 100 global boutiques, online retail, and bespoke services.


Frette approached BORN for a complete site redesign and re-platform that would position Frette as the global authority in fine handcrafted linens since 1860. Celebrating their time-tested partnerships with the most prestigious hospitality properties and distinguished interior designers around the world was also paramount.


The site needed to educate new audiences and engage existing customers while delivering seamless navigation, an omnichannel shopping experience, and minimal checkout. The brand’s overarching objective was to grow their direct-to-consumer business across continents to $10m+ by 2020.


Frette was experiencing user frustration due to slow site speed and overall lack of predictive search and mobile-friendliness. The Frette team also faced roadblocks updating product prices as well as scheduling content changes, sales, and promotions. Integrating with third-party partners often required extensive development work.

Our Approach

Leveraging our extensive expertise in the luxury space, as well as a thorough understanding of the nuances of the Frette brand and its product offerings, we were able to weave the brand heritage into the site while creating a more seamless, mobile-first user experience.

An immersive experience

The site was designed to immerse users in the world of Frette, showcasing elegant product imagery alongside content-rich stories featuring designers and interior inspiration.

The Heritage

Since 1860, Frette has produced linens and home furnishings of unparalleled quality. This rich heritage of Frette was interwoven throughout the site, educating the user on the brand’s craftsmanship, product quality, and ongoing innovations.