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Client: Duralee

Custom ecommerce & web development for global fabric brand

Services: Custom Web Development, Ecommerce, Website Design, Multi-User System, Product Management, Custom API Integrations

table and pillow both using Duralee fabric

Background

Duralee is a premier fabric company that has served interior designers across the globe for more than 60 years. Within the interior design community, the company is loved for its premium textiles and exquisite home furnishings. Duralee approached Hudson seeking a development-heavy website overhaul to streamline internal processes and improve overall customer experience for its trade customers.

Custom ecommerce solutions

To meet Duralee’s specific needs and challenges, Hudson created a robust ecommerce platform with multivariate site integrations to help Duralee achieve their goals.

Ecommerce Integration

Custom enterprise ecommerce development for a multi-faceted order type industry: Standard, Cutting for Approval, Reserves and Memos.

Multi-User System

Segmented architecture to provide 6 different user types access to different roles and permissions: Admins, Customer Service, Zone Agents, Sales Reps, To the Trade and Non-Trade.

Robust Search Engine

A multi-faceted search engine to find products not only by an enhanced free text search but also through a color search.

 

Pay My Bill

A fully integrated payment management system to allow customers to pay their open statements and invoices online.

Product Management

A scalable multi-type product management system that encompasses a sync process, in addition to online management for Fabric, Trim, Furniture, Hardware and Wallcoverings.

Brand Growth

Over the past 24 months, Duralee has added 5 new brands for sale online. The scalability of the system has easily accommodated the growth and allowed for flexibility for each individual brand.

Success by the numbers

Upon launching the new website, Duralee saw instant success. The new and improved website exceeded Duralee’s business objectives, simplified their sales process, and drastically increased their online sales.

quote

“Hudson is a professional and experienced consulting partner with strong technical expertise that provided Duralee with a robust strategy that developed our digital presence. Hudson goes beyond the call of duty to provide great customer service and professional results.”

-Denise Hoffman,
Director of Software Applications, Duralee/Highland Court

145% increase in sales just 90 days after site launch

17.2% of their sales happened online, as opposed to 6.5% prior to site launch

Creating a seamless cross-channel experience

When we first started working with Duralee, they were focused primarily on integrating new functionality. However, once business was booming on the new site and Duralee acquired new fabric brands, the company needed to convey a more cohesive brand that integrated their online presence with their offline advertising efforts.

Hudson revamped Duralee’s web design, transforming their website into an online product catalogue that showcases their impressive fabric inventory in a visually compelling way.

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screenshots of the old and new Duralee website screenshots of the old and new Duralee website
Duralee device agnostic

Design & code with mobile in mind

As mobile technology grew in popularity, Duralee realized that it needed to capitalize on the mobile market in order to stay ahead of the competition. Hudson worked with Duralee to convert its website into a mobile-friendly, responsive design.

Our designers and front-end developers designed and coded from the ground up to create simpler navigation, bigger buttons, and faster site loading time — offering a better mobile experience for Duralee's sales team and customers.

 
brand landing page
furniture detail page
fabric detail page
homepage
brand landing page
furniture landing page

Strong client relationships
yield the best results

After years of working with Duralee, Hudson has truly become an extension of their team. Through open, honest, and direct communication, we have helped them grow their online revenue and continue scaling their business up.

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Client: Duralee