Industry West was a Small Business with Big Ambitions

Small Business Spotlight

The furniture brand needed a platform designed for growth.

Founded in 2011, Industry West is known in the furniture industry as an online source of highly curated, innovative modern furniture. The brand was founded by CEO Jordan England and his wife Anne, who were searching for the perfect dining room chairs for their home redesign in South Carolina.

When Jordan found the designer chairs he liked, he found they were too expensive. So he connected with a designer and made his own, at a higher quality—and a lower price. Soon, he was shipping chairs nationwide. A business had evolved.

Industry West’s CMO, Ian Leslie, explained: “Our original selling point was ‘design for the people.’ We wanted to distribute the products that people wanted, with a quality that will last—and a warranty.” Based in Jacksonville, Florida, the business soon expanded to 10 full-time employees, two national distribution centers, and a thriving trade clientele. Soon they were furnishing spaces for the likes of Google, Facebook, the New York Yankees, and Airbnb. With the world’s most innovative companies knocking at its door, Industry West needed an intuitive website to digitally transform its business.

"It feels like we're on the right track and we're excited to continue to iterate upon what we’ve built."

Ian Leslie

CMO, Industry West

An intuitive B2B experience.

Industry West started its eCommerce journey on Drupal, then moved to Magento Open Source (previously Magento Community Edition). Knowing that they needed to implement some major new functionality, they decided to upgrade to Magento Commerce 2.1.2.

With their new site, they wanted to build a store with wish-list functionality, so their trade partners could create projects online. Using Magento Commerce, they built a platform where customers can select a color palette and add a project timeline, then add pieces to their project like collecting ideas on Pinterest—and seamlessly fill up their cart.

“The real value of the wish-list functionality is that customers can seamlessly share their project with their partners and teams without having to print tear sheets,” added Leslie. The new B2B site also allows Industry West to set up accounts for preferred partners, who receive custom discounts and can invite colleagues to the site.

On the marketing side, Industry West uses CallRail for call tracking and MailChimp for email campaigns and abandoned cart campaigns, all easily implemented into the Magento back end. 

An average order value the size of a monthly house payment.

In less than 10 weeks after launching the project, more than 700 SKUs were added to Industry West’s ‘wish list’, and almost 100 individual projects were created.

The results have exceeded all expectations: “It feels like we’re on the right track and we're excited to continue to iterate upon what we’ve built,” said Leslie, “Our AOVs, transactions, and revenue have all increased!”

And the project is far from over: Industry West is planning to continue to build upon the trade side of its website and make it even easier for trade customers to make large orders without having to pick up the phone.

Industry West also has bigger, B2C plans: “We’re always exploring ways to better serve the residential side of the industry and provide beautiful, quality products at the best price,” said Leslie. And with Magento Commerce, they have the perfect infrastructure to test new markets.

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