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Duralee Logo

Web Design & Development Case Study

When Duralee, a premier fabric company, first came to us in 2011, they had a problem. Mainly, their site made it difficult for their customers and their sales team to not only find products but also place orders online, thus severely affecting their bottom line.

Enter Hudson.

  • Developed a fully custom & scalable ecommerce back-end
  • Modernized front-end code to improve user experience
  • Redesigned website with a focus on mobile usability and branding

Custom Ecommerce Solutions for Real World Applications

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:

Right after Hudson launched the 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.


“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

Unifying the Duralee Brand for a Seamless Cross-Channel Experience

When we first started working with Duralee in 2011, they were focused primarily on functionality. However, by 2013, business was booming, and as Duralee acquired new fabric brands, they needed to convey a more cohesive brand that better integrated their online presence with their offline advertising efforts. Hudson offered them a way to do just that.

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. The result? Irresistible Web design that grabs people’s attention from consideration all the way to purchase.

Duralee website before and after Duralee website before and after
Duralee device agnostic

Design & Code with Mobile in Mind

As mobile technology began to emerge, Duralee also realized that they needed to capitalize on the mobile market in order to stay ahead of their competition. Therefore, Hudson worked with Duralee to convert their website to 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, thus offering a better mobile experience for Duralee and their customers.


Strong Client Relationships
That Yield Long-Lasting 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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270 Headquarters Plaza | East Tower, 5th Floor | Morristown, NJ 07960 | (201) 845-8700