Highlights:
- Adobe Commerce development with Bidirectional ERP Integration for Pricing, Customer Information, Inventory, and Online Sales Orders with PIM and DAM connectivity for centralized product data, assets, and content
- Custom SKU logic to streamline pricing and inventory for all variants
- A tailored, motion-rich website infused with creative design elements to elevate the brand experience and engage a wider audience of interior designers and retail partners
- B2B features include multi-user access, customer-specific pricing and rules, and quick ordering with workflows that bring Feizy’s offline business processes seamlessly online
- Increase of 32.86% sessions sitewide with more visitors reaching high-value landing pages
- Average engagement time increased from near zero to 4+ minutes per visit, with returning users up 31.4%
- Multiple W3 Awards, including Gold for Shopping
Salsify for product information management
Authorize.net for payment processing Search OpenSearch for fast and scalable product discovery
React + TailwindCSS for UI
GraphQL for Data Queries
Cloudflare CDN for Secure, Fast Global Delivery
OpenSearch for Product Discovery
Redis + Varnish for Caching & Speed
Dockerized Infrastructure for Hosting and Scaling
Bitbucket Pipelines for Automated CI/CD
Proactive 360° Monitoring for Performance
For over 50 years, Feizy has been a leader in luxury rugs, offering everything from affordable machine-made designs to handcrafted heirlooms, distributed exclusively through trade channels.
Their catalog spans numerous sizes, colorways, and construction methods—complexities common in industries like lighting, cabinetry, and textiles. Success in these verticals depends on compelling visual storytelling, flexible digital tools, and seamless backend operations.
- Feizy’s old site suffered from poor navigation, limited filtering, and product pages that failed to convey the nuances of size or style variations. Trade professionals struggled to find information, and the path to purchase was often unclear on the trade partner eCommerce platform.
- On the backend, a lack of ERP and PIM integration meant manual, time-consuming workflows to manage inventory, updates, and imagery. Essential B2B features like account-based pricing and custom ordering workflows were missing, limiting scalability for their interior design business.
- We designed a sophisticated, minimal interface that put Feizy’s rugs front and center—a true luxury rug website redesign. Navigation was restructured with improved categorization and filtering. Product pages now feature rich imagery, intuitive size/color selectors, and structured content for clarity and SEO.
- These updates drove a significant increase in average engagement per session, signaling visitors were exploring more and bouncing less.
We implemented Adobe Commerce as a headless commerce website built on a Progressive Web Application (PWA) framework using the Venia Adobe theme. A PWA is a type of website that works and feels like a native app—fast and responsive, able to work offline, with smooth navigation, push notifications, and the ability to be added to a device’s home screen, all without requiring an app store. This headless commerce website approach combines the benefits of a PWA with Adobe Commerce’s scalability.
To support this modern architecture, we built a robust integration ecosystem:
- ERP integration for eCommerce with two-way real-time syncing between Spars ERP and Adobe Commerce for customer-specific rules, inventory, and product configurations.
- Adobe Commerce to Spars ERP integration for seamless order syncing.
- Salsify PIM connectivity for centralized product data, assets, and content.
Given Feizy’s catalog complexity, we built a custom “master SKU” system to control how products display across filtered views. PLPs feature filter-aware imagery, instantly showing the correct color variant when selected so once a color is chosen in the filter, you will not only see those products but also the images in that color variant rather than a main image that may not reflect that filtered search.
We also optimized image carousels to prioritize lifestyle photography, enhancing visual appeal across devices.
Key trade features include account-based pricing, quick reorder tools, master company accounts with individual user accounts controlled by a company admin role, and streamlined login. The site now functions as both a brand showcase and a high-performing tool for dealers, designers, and sales reps.
The Impact
The redesign didn’t just transform Feizy’s digital presence — it captured national attention. Within months of launch, the site earned six W3 Awards, a prestigious recognition of excellence in design, user experience, and industry leadership. These awards celebrate the site’s ability to combine luxury aesthetics with high-performance functionality, positioning Feizy as a standout in the luxury home furnishings market.
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