eCommerce Development and System Integration Case Study

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Brown Jordan: Outdoor Living for the Refined Lifestyle

Founded in 1946 in Pasadena, California, Brown Jordan is a leading designer, manufacturer, and marketer of luxury, outdoor furniture. With almost 75 years of American design and manufacturing experience, the company furnishes 5-star hotels, award-winning restaurants, and the finest residential homes around the world. Pairing quality craftsmanship with cutting edge innovation, Brown Jordan offers customers contemporary outdoor furniture that is effortlessly elegant and built to last.


Crafting a Unique Customer Experience

The company recognized a growing demand for digital and more specifically, the use of mobile devices with its B2B business. However, the company’s current site did not have sufficient digital capabilities to meet the needs or expectations of their customers. Missing attributes such as a limited menu system, manual price quoting, and order status updates left much to be desired for the overall user experience. Although their current website was not transactional, Brown Jordan recognized a strong website presence would be crucial to appeal to their core customers - dealers, architects, designers, retail stores and end user customers - and embraced the opportunity to upgrade their platform.



A Progressive Transformation

In Q4 of 2020, Brown Jordan chose Visiture to help them transform their business to a mobile first B2B digital enterprise solution for their customers. After careful analysis of the company’s previous site, as well as their primary goals and objectives, our Visiture development and system integration team recommended a replatform to Magento Commerce 2.x (now Adobe Commerce), which leveraged Magento’s native B2B capabilities on the backend and Visiture’s Progressive Web Application (PWA Pro) on the frontend.

This two part solution meshed well with the company’s goals, especially given that mobile represented such a large part of their online business. The PWA layer would allow for the feel of a native mobile app, while the Magento layer would handle the product data from Brown Jordan’s vast furniture inventory. Using Visiture’s PWA Pro would also allow greater flexibility for the company’s merchandising, and provide a lightning-fast speed for exceptional customer experience. Coupled with the backend capabilities, the company’s business operations could run through Magento which would give them the robust operations needed for their data.

Brown Jordan Configurable Products
Brown Jordan Mobile Home
Brown Jordan Product Page
Brown Jordan Config
Brown Jordan Where to Buy


Increased eCommerce Performance

In Q1 of 2021, Visiture launched Brown Jordan’s new PWA eCommerce instance on Magento 2 in record time, with speed to market being 4 months. The new site was successfully integrated with Akeneo,, HubSpot, and Cylindo to allow for a much more efficient digital commerce experience. It also featured a more intuitive UI/UX with a designated workflow that allowed for visitors to create a cart “of interest” that enabled them to move their “interests” into the sales funnel and request a quote. The new site also allowed for different pricing modules, filter within options, and a product visualizer that allowed customers to see a 3D rendering of the company’s products.

As Brown Jordan only recently launched, we will update this case study to include key performance metrics such as conversion rate, revenue growth, improved page speed and load times, etc. Please visit our Visiture case studies frequently to see these updates or simply contact us to learn more."

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