A Shopify storefront for a 113-year-old South Jersey furniture and mattress retailer operating a two-acre showroom. The site mirrors the physical layout as a "home marketplace" — eight branded stores-within-a-store (Jonathan Louis, Ashley, Bassett, Bernhardt, La-Z-Boy, Canadel, Kensington Design Store, the Outlet) each with its own destination. Around them sit roughly 90 collections, ZIP-based delivery options, a wishlist, a Synchrony financing path with per-product monthly pricing, a mattress-match quiz backed by X-SensorTech in-store testing, five location landing pages for surrounding towns, and free design-consultation booking.
A Shopify storefront for a 113-year-old South Jersey furniture and mattress retailer operating a two-acre showroom. The site mirrors the physical layout as a "home marketplace" — eight branded stores-within-a-store (Jonathan Louis, Ashley, Bassett, Bernhardt, La-Z-Boy, Canadel, Kensington Design Store, the Outlet) each with its own destination. Around them sit roughly 90 collections, ZIP-based delivery options, a wishlist, a Synchrony financing path with per-product monthly pricing, a mattress-match quiz backed by X-SensorTech in-store testing, five location landing pages for surrounding towns, and free design-consultation booking.
The brief
The challenge, and how we approached it
01
The challenge
Furniture is a considered, showroom-first purchase — most customers research online and buy in person, so the site's job is to drive footfall as much as checkout. It also has to represent a two-acre showroom containing eight distinct brand environments, make $2,000–$5,000 tickets feel affordable, and compete for local search across a spread of South Jersey shore towns.
02
Our approach
The showroom's structure becomes the site's structure: each brand store gets its own page or collection, so the online experience matches what a customer walks through. Financing is surfaced as price, not fine print — per-product monthly figures ("La-Z-Boy Recliner $15/mo") sit on the homepage banners, with Synchrony prequalification one click away and $0 down / 0% for 60 months as the headline. ZIP capture in the header sets delivery expectations before the cart. Mattress fit — the highest-anxiety category — gets a quiz, an in-store sensor test and a 60-day comfort guarantee. Local search is served with five town-specific landing pages and an extensive keyword-collection footer. Family credibility runs through a blog profiling four generations of Grossmans, supported by Trustpilot, BBB accreditation and a Tempur-Pedic Elite Retailer badge.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
“
★
★
★
★
★
Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderMichael Grossman
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
More case studies
Other work worth reading
Long-form studies from the same team, with the numbers behind them.
Drop your details and we’ll send back an 8-min Loom with 5 prioritized growth opportunities: no commitment, no sales pitch.
✓
Got it. We’re on it!
Thanks for reaching out. A senior strategist will reply within 24 hours with next steps and (if you opted for an audit) a Loom walkthrough within 48 hours.
