Direct to Consumer eCommerce Launch

Direct to Consumer eCommerce Launch

Case Study

Standard Furniture’s Strategic Pivot: Embracing Consumer-Facing Approach for Business Growth



In 2017, Alabama-based Standard Furniture Manufacturing, primarily focused on B2B sales, was acquired by a private equity firm. The new leadership desired greater returns from digital-focused growth in three areas: third-party retail, B2B digital growth, and a direct-to-consumer brand launch. The firm was looking for a comprehensive rebranding and digital strategy to achieve this transformation.


Chameleon Collective was engaged to drive all three digital expansion strategies. The initial task was to rebrand and relaunch the parent company website,, and launch the DTC brand,, using Magento and contracting development and creative agencies. As the sites developed, the focus shifted towards operational excellence. More Chameleons were introduced to support customer care, CRM, digital marketing, and social mediaA final strategy focusing on B2B was rolled out in late fall, with the engagement designed to span 9-12 months, including a transition period for existing and new hires to assume new work and continue the strategy. To support the strategies, we implemented key technologies including Magento, Salsify, HubSpot, Yotpo, Criteo, and Klarna, and optimized digital marketing campaigns on platforms such as Wayfair and Amazon.


Standard Furniture’s rebranding and digital expansion strategies have set a new direction for the company. By the end of our engagement, Standard Furniture had a fresh, consumer-facing online presence, a successful DTC brand, and a robust digital marketing strategy. Chameleon Collective remains engaged to support the transition to a new CEO, ensuring continuity in implementing the strategies and meeting the company’s growth goals.

Related Chameleon
Team Members

Tena Crock

Tena Crock

Interim Leadership & Strategy

Insights From Our Collective Lens

Explore our blog for unique perspectives, insights, and thought leadership from our team of industry experts.

Set up a meeting

Let’s talk about how we can transform your business together.

Our Approach

Our Practices