Retail & eCommerce
A B2B Furniture Maker Goes Direct-to-Consumer
Chameleon rebrands Standard Furniture and launches its DTC brand sofab.com across three digital fronts.
Standard Furniture Manufacturing Company, Inc.
The Client
- Company
- Standard Furniture Manufacturing Company, Inc.
- Website
- standardfurniture.com
- Headquarters
- US
- Employees
- 101-200
About Standard Furniture Manufacturing Company
Albany Industries (formerly Standard Furniture Manufacturing Company) is a furniture manufacturer offering residential furniture across two main product lines: Albany Stationary (upholstered furniture like sofas and sectionals) and Imports (case goods and dining furniture). The company appears to be a traditional, established furniture manufacturer in the…
The Challenge
In 2017, Alabama-based Standard Furniture Manufacturing, primarily a B2B company, was acquired by a private equity firm. The new leadership wanted stronger returns from digital growth in three areas: third-party retail, B2B digital growth, and a direct-to-consumer brand launch, and sought a comprehensive rebranding and digital strategy to get there.
Our Approach
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 Impact
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.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
E-Commerce MarketingE-CommerceAdvertising CampaignsPay Per ClickMagentoBrandingCustomer Relationship ManagementCustomer Success Management