American Leather

Conversions

+ 8%

Organic Search

+ 27%

Engagement

+ 28%

Conversions

+ 8%

Organic Search

+ 27%

Engagement

+ 28%

About

American Leather has delivered premium, modern and custom furniture with rapid delivery for over three decades. Known for their quality, innovation, and speed, American Leather partnered with DigitlHaus Agency to further modernize their eCommerce experience and brand, simplify customizations and create a visual story that reflects their luxury foundation while supporting growth and scalability.

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Details

BigCommerce Store Design
BigCommerce Store Development
BigCommerce Custom App
Search Engine Optimization
Cylindo Integration

Current Platform

BigCommerce

Services

Design
Development
SEO
Custom App
System Integration

Integrations

Cylindo

Tech-Stack

Klaviyo
Tint
Searchanise
Bluefish
Accessible
Jotform
Cylindo
Store Mapper

Customizations

Video Player
Product Badging
Mega Menu
Photo Carousel
Product Builder with Live Swatch
Filtering and Faceted Search
Quick View Swatch Ordering
Free Swatch Ordering
Find a Dealer
Swatches Cart
Fabric and Specs Detail

The Problem

Despite being a leader in the custom furniture industry, American Leather faced significant challenges with their legacy BigCommerce theme. Platform limitations prevented essential updates, blocking access to new features that could enhance customer experience and operational efficiency. Meanwhile, the outdated UX/UI created friction in the shopping journey, particularly around product customization. Customers struggled to understand swatch availability, visualize their selections, and navigate the overwhelming interface.

The complex user flows required too many steps to order swatches, find dealers, or complete purchases, leading to high abandonment and frustration. Content presentation was fragmented, limiting the brand’s ability to showcase product videos, specifications, and lifestyle imagery that support confident buying decisions. Additionally, managing extensive swatch inventory across BigCommerce and Cylindo was cumbersome, time consuming, and prone to errors, preventing dynamic visualizations that customers expected from a luxury furniture brand.

American Leather needed a digital transformation that would simplify customization, streamline operations, and reflect their position as an innovative, luxury brand. Their goals were clear: modernize the user experience, reduce friction in customization, improve engagement, and build a future-proof platform capable of supporting ongoing growth and operational excellence.

Our Solution

DigitlHaus redesigned American Leather’s digital storefront with a focus on luxury, usability, and scalability. We created a clean, minimal, and modern interface inspired by high-end retail, emphasizing photography, videography, whitespace, and sophisticated typography to showcase products as works of art. Navigation and user flows were simplified, making it easy to explore customization options, order swatches, and access dealer information.

We streamlined product customization by organizing options into logical groups, integrating live previews, and implementing dynamic swatching, allowing customers to visualize selections in real time. To manage backend operations, we built a custom application connecting BigCommerce with Cylindo, automating swatch assignment, inventory synchronization, and ensuring accurate, real-time product visuals. This eliminated manual processes, saved administrative time, and supported scalability.

The migration to the latest BigCommerce version provided access to new features, platform updates, and enhanced security, positioning American Leather for long-term growth. Every aspect from UX and visual storytelling to backend efficiency was designed to elevate the brand, simplify complex processes, and deliver a seamless, engaging, and conversion-focused experience.

THE RESULTS

The comprehensive redesign and custom app delivered measurable, impactful results. Engagement rates increased by 28%, conversions rose by 8%, and organic search traffic grew 27%. The new platform simplified customization, enhanced operational efficiency, and showcased American Leather as a modern, luxury brand. DigitlHaus provided a future-proof solution that supports continued growth, improved customer confidence, and positioned the brand as a leader in premium furniture eCommerce.

Engagement

+ 28%

Organic Search

+ 27%

Conversions

+ 8%

Engagement

+ 28%

Organic Search

+ 27%

Conversions

+ 8%

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