Pompous Fox Wood Co.
Collaboration details
Brand
Pompous Fox Wood Co., Barrie, Ontario, Canada
A bespoke furniture studio
Pompous Fox Co. is a design and manufacturing studio combining traditional handcrafting techniques with cutting-edge tools and innovative methods. Their work results in bespoke furniture masterpieces for high-end residential interiors.
Scope
Website
E-commerce
SEO
Lead nurturing
Sequences
Newsletters
Ads
Video
Photography
Posting workflow
Collaboration period
December 2023 – Ongoing
Website
Opportunity
Pompous Fox aimed to update their digital presence with an industry-leading website while staying true to and further refining their brand identity. They sought to integrate an e-commerce component featuring a visual customizer that would allow visitors to configure furniture pieces – adjusting images and estimated pricing based on wood finish, features, and dimensions. Pompous Fox Wood Co also expressed interest in top of the class SEO platform and a content management system that would enable the internal team to easily update and maintain the site.
Solution
We designed a mobile-first, high-performance website that showcased the Pompous Fox’s distinctive style of artisanal craftsmanship and invites the user to engage via seamless, intuitive experience. The e-commerce integration included a dynamic product customizer, allowing customers to visualize and price their new bespoke furniture in real time. To ensure long-term usability, we implemented an intuitive content management system (CMS), enabling the Pompous Fox’s Team to make effortless updates without technical barriers. Our SEO-focused approach structured the site for optimal search visibility, combining technical enhancements, keyword-rich content, and metadata optimizations to drive organic traffic.
Inbound inquiries
40
In the first year
Leads captured
6.7%
Industry average 2-3%
Best practices
96%
Industry average 80-90%
SEO
100%
Industry average 80-90%
PageSpeed Insights on March 24, 2025.
Engagement rate
69%
Industry average 50-60%
Events per session
5.5
Industry average 2-4
March 24, 2025
Lead nurturing
Opportunity
In a later phase, Pompous Fox looked for an automated email solution to keep its clients, fans and subscribers informed about company news, design updates, and industry insights spanning furniture and technology.
Solution
For the optimal client retention and engagement, we set up a tailored email automation system and produced a highly engaging email sequence with precise targeting, compelling motion content designed to motivate action and call-to-action elements for easy connection. We provided the client with strategy, framework and reusable email templates, enabling the Pompous Fox team to consistently update their audience, whether internally or in collaboration with an agency, using the project intake form.
Open rate
63%
Industry average 20-40%
Click rate
5%
Industry average 2-5%
Delivery rate
99%
Industry average 98-99%
March 24, 2025
Ads
Opportunity
Pompous Fox Wood Co. set out to boost visibility and attract high-intent partners looking for premium, custom furniture solutions in Ontario. Given the competitive nature of the industry, it was critical to target niche, conversion-ready audiences with unique, projects that challenge Pompous Fox’s manufacturing techniques, helping to push the boundaries of what’s possible in custom furniture.
Solution
We launched a targeted search campaign focused on reaching audiences actively seeking bespoke one-of-a-kind furniture solutions. The ad strategy emphasized relevance, message clarity, and on-site experience. With ongoing optimization and close alignment between ad copy and landing page content, the campaign achieved strong above-industry engagement.
Click-through rate
7.9%
Industry average 6.5%
Landing page events/user
4.6
Industry average 2-3
October 21, 2024 – February 1, 2025
Video
Photography
Opportunity
As Pompous Fox continued to gain attention from design professionals and media, the need for high-quality product imagery became essential. Their one-of-a-kind pieces were being considered for features in publications and design channels. Yet capturing their craftsmanship in a consistent, editorial-quality way was a challenge. Given their focus on production and the delicate nature of custom residential projects, the team needed a flexible solution that would allow them to produce polished visuals directly from their workshop.
Solution
We utilized a compact, in-house photo studio within the Pompous Fox workshop, complete with calibrated lighting, backdrop, and a streamlined shooting setup. This allowed for on-demand photography of the furniture piece in its final form, styled to match publication and website standards. The result: A growing library of high-resolution imagery ready for use across web, social, and print. Ensuring each piece is represented with true colour accuracy and the Pompous Fox brand feel, capturing each piece with the same care it was crafted with.
Posting workflow
Opportunity
As Pompous Fox’s audience expanded, so did the need for consistent, high-quality content to inform clients, engage followers, and attract new leads. The traditional ways of submitting content ideas and collaborating on copy were no longer effective in today’s fast-paced work environment.
Solution
Ethicious streamlined the content submission process using a modern, structured workflow built around automation and collaboration tools. We developed a lightweight, structured posting workflow centered around an easy-to-use, one-page online form that dynamically adapts to the type of content being submitted. Whether a blog post, product/project feature, or social media update. Clear prompts and field logic made it easy for the Pompous Fox team to submit outlines, media assets, and ideas without back-and-forth.
As part of our SEO support, Ethicious also provided regular insights through campaign analytics and market research. This helped the Pompous Fox team identify what to publish next and maintain a steady cadence of highly relevant content across web, social, and email channels.
Testimonial
Tomas reached out to me to see if he could offer his services to me and the company. I was very impressed with the package he had put together for us just to pitch himself. His background in furniture and passion for design makes him a great fit for us.
The upgrades to the website and the SEO has given us better reach and, most importantly, a reach that is more of the clients we want to get. I think it also has created a great brand image for us.
Tomas is thorough and stays on top of all the tasks and communication is great as well. I think we work well together and Tomas has great marketing ideas that I wouldn’t have thought of. He’s been great to work with and I look forward to working with him more as we push the company forward.
Adam Bezzina, Owner, Pompous Fox Wood Company Inc.