A B2B Furniture Maker Goes Direct-to-Consumer

Chameleon Collective was engaged to drive all three digital expansion strategies. We started by rebranding and relaunching the parent company website, StandardFurniture.com, and launching the DTC brand, sofab.com, on Magento, contracting development and creative agencies. As the sites took shape, the focus shifted to operational excellence, with more Chameleons supporting customer care, CRM, digital marketing, and social media. A B2B-focused strategy rolled out in late fall, with the engagement designed to span 9 to 12 months, including a transition period for existing and new hires. To support the work, we implemented key technologies including Magento, Salsify, HubSpot, Yotpo, Criteo, and Klarna, and optimized campaigns on platforms like Wayfair and Amazon.

The rebranding and digital expansion set a new direction for Standard Furniture. By the end of the engagement, the company had a fresh consumer-facing online presence, a successful DTC brand, and a robust digital marketing strategy. Chameleon Collective remained engaged to support the transition to a new CEO and ensure continuity in carrying out the strategies and meeting growth goals.