Backstory
LeilSaunas (formerly Saunasell) went through a rebrand designed to support the company’s international growth and do more justice to the real quality of its products. The website had to work both as a brand showcase and as a practical tool, building trust with existing and prospective dealers alike.
The Challenge
LeilSaunas offers a wide range of saunas, with different designs, sizes, materials and add-ons.
The old website:
– didn’t reflect the company’s international ambitions,
– didn’t show the real quality of the products,
– and didn’t support dealers when talking to customers.
There was no configurator to help end customers and dealers make sense of complex choices and see them visualised.
Research
Häk carried out:
– an audit of the existing website and a benchmark of competitors in international markets,
– interviews with the target audiences, above all the dealers, who do the most to carry the LeilSaunas brand to customers.
The interviews revealed which information customers often find confusing and which questions come up most before a sale. That input shaped the entire site structure and the logic of the configurator.
The configurator
The configurator became the heart of the project, doing several jobs at once:
– helping end customers put together the right sauna for them,
– giving dealers a tool for selling and explaining the range,
– making sure enquiries reach both LeilSaunas and the right regional dealer.
In the configurator, users can choose:
– the sauna type,
– dimensions,
– materials,
– add-ons (such as backrests, windows, doors and lighting).
Options work as simple on/off toggles, and every change shows up instantly in a visual of the sauna. Users can move back and forth freely, try out different combinations and see the effect of each choice straight away.
Results
– The website generates real enquiries.
– The configurator helps raise the quality of those enquiries.
– The LeilSaunas brand is clearer, more credible and able to compete internationally.
– In March 2026, it was a finalist in the website category at the Golden Egg (Kuldmuna) awards.
– In May 2026, the website received an Honorable Mention from Awwwards, one of the best-known web design awards in the world.
Häk handled the whole web project from start to finish:
– website and competitor analysis,
– audience interviews,
– UX/UI design,
– development and configurator build,
– project management.
The project is a natural continuation of häk’s extensive experience with manufacturers: turning a complex product into a clear, visually appealing digital solution that supports sales.
