From a carpentry shop to the first 3D online store for wooden window frames
With twenty years of expertise in crafting wooden window frames, Willem de Jong had an idea in a market full of big names. Here’s how innOVeet developed a plan for it, and how Kozijnen2Go is now the first provider to offer a 3D online store.
A woodworking factory with big plans
Willem de Jong is the owner of Timmerfabriek WJM in Soest. For more than twenty years, the company has been manufacturing custom-made wooden window frames, doors, and sliding doors. His factory is highly automated, right down to the gluing of the wooden joints.
Willem is an entrepreneur whose enthusiasm is contagious.
And he had an idea. He wanted to expand his factory—not just for the present, but also for the future: his nephew Milan now works as a production planner and estimator at the company.
The path to that growth must be online. And that was precisely his question: How do you break into a highly competitive market where Toelevering Online, Kozijnshop, and Creon Kozijnen have already built a strong reputation over the years?
“WhatI saw was top-notch quality. And Willem exuded great ambition. During that tour, the idea started to take shape.”
The opportunity that no one had yet seized
innOVeet was invited to visit and was given a tour of the factory. “What I saw was top quality. And Willem exuded great ambition. During that tour, the idea started to take shape,” says Otto Vullers.
The major players sell window frames online primarily using photos and static form fields. No one actually showed customers their desired window frame in 3D. Yet when making a purchase worth thousands of euros, that’s exactly what makes the difference: first seeing exactly what you’re getting, knowing that it’s the right choice, and only then placing your order.
Together with Willem, we decided to launch a new brand alongside his existing brand, Timmerfabriek WJM. We named it Kozijnen2Go.nl. New to the market, but with more than twenty years of craftsmanship behind it.
One hundred models. Fully scalable to the millimeter.
The desired product range included more than a hundred models: windows, doors, sliding doors, and window frames with transoms, sidelights, or fixed glass panels. Each model had to be fully scalable—not in fixed increments, but with millimeter precision. Most configurators display a sample image. Here, the customer needed to see their own window frame—exactly custom-made, in 3D, and with the correct proportions down to the smallest details.
That requires true parametric logic. Each model is a single, intelligent 3D structure made up of rules that dynamically scales itself as soon as the customer adjusts a dimension. For innOVeet , this resulted in the most challenging project ever.
And then the price turned out to be the real monster of a job
Calculating the price of a window frame turned out to be no simple matter. The price depends on the type of wood, the machining time on the CNC, the hardware down to the last screw, the glass, the coats of paint, and the hours worked by the craftsmen. Multiply that by a hundred models. Multiply that by every conceivable size.
The initial plan was to integrate with the costing software that the factory already uses. This software already calculates prices and controls the machines. This market has been around for a long time and turned out to be largely outdated. Integrating it online simply wasn't possible.
So there was only one option: build it ourselves. The development team at innOVeet built a comprehensive and user-friendly pricing tool that accounts for all pricing components. The management interface runs within the online store CMS. The result is a real-time price displayed in the online store that matches exactly the prices Willem was already using.
“Whilewe’ve always excelled at custom solutions, we now also offer a fast and convenient option for standard window frames. And we’re even easier for customers throughout the Netherlands to find.”
Delivered as a turnkey solution — brand, online store, and factory all under one roof
innOVeet It didn't just provide the configurator. The entire brand was launched online.
Brand website and online store
A completely new website and online store, marketing-ready and ready to start advertising right away.
Parametric 3D Configurator
More than a hundred models, scalable to the millimeter, with all options, glass types, and grilles.
Pricing and Estimation Tool
Real-time pricing, calculated down to the last detail and manageable from the CMS.
Technical drawings from the configuration
During the configuration process, the technical drawing with all the details is generated. The customer can see that they are ordering the right product. The factory knows exactly what to produce.
The result: live, discoverable, and ready to grow
Kozijnen2Go is live. Customers can customize their own window frames, view them immediately in 3D, and see the price and delivery date right away. Both consumers and professionals use the same tool. The marketing agency has just started running ads. And new ideas for expansion are already in the works.
Do you also have a complex product that you need to sell online?
Kozijnen2Go shows you what’s possible. From the initial idea to a live online store—all under one roof. Do you have a product with many variations, custom sizes, and technical requirements? Most agencies would back out at that point. That’s exactly where we get started. During a 30-minute introductory meeting, we’ll take a look at your product together and give you honest advice. It’s free and there’s no obligation.