Hooker Furnishings is a multi-brand home furnishings company serving trade professionals across several distinct brands. As the company evolved, it sought to consolidate these brands into a single, cohesive B2B ecommerce experience to better support dealers, designers, and internal teams.
The business operates within a complex B2B ecosystem, requiring digital tools that support product discovery, ordering, and day-to-day business management.
The Challenge
Supporting a Unified Multi-Brand B2B Experience
Hooker Furnishings operated multiple independent brand sites, creating fragmentation across the broader customer experience.
At the same time, the business required a platform capable of supporting complex B2B workflows, including configurable products, tiered pricing, varied shipping logic, and multiple user types across different business entities.
Unifying these experiences into a cohesive system — while accommodating the scale of operational complexity and supporting brand-specific considerations where needed — was central to the challenge.
The Solution
A Unified Platform for Multi-Brand B2B Commerce
Jola partnered with Hooker Furnishings, a publicly traded leader in the home furnishings industry, to transform a fragmented digital ecosystem into a fully integrated platform on Adobe Commerce Cloud. Multiple websites, technologies, and vendor integrations were consolidated into a single solution that streamlines operations and reduces complexity.
The platform connects ERP, PIM, business intelligence, and multiple user experiences into one cohesive ecosystem, enabling real-time data synchronization, consistent business logic, and full visibility for customers, sales teams, and internal stakeholders.
Built on a shared backend with tailored front-end experiences, the solution supports multiple brands, customer types, and internal teams. Jola developed a sales portal with CRM, point-of-sale capabilities, and Power BI insights, alongside a customer-facing platform for ordering, account management, and project workflows. A high-performance visual configurator with embedded CPQ logic enables complex product customization powered by ERP-driven rules.
The result is a unified commerce ecosystem that improves efficiency, enhances user experience, and centralizes operations within a single platform and technology stack.
Tech Stack
Adobe Commerce Cloud
Enterprise commerce engine powering unified B2B operations across brands and user types.
Headless Progressive Web App (Venia PWA)
React-based storefront delivering fast, scalable, multi-device experiences.
Microsoft Dynamics 365 (ERP & CRM Integration)
Real-time system of record for products, customers, pricing, and orders.
Sales & Rep Portal (Custom Front End)
Centralized interface for sales teams with CRM, mobile ordering, and POS capabilities.
Salsify PIM
Centralized product data management across brands and channels.
Visual Configurator with CPQ Logic
Real-time product configuration powered by ERP-driven business rules.
Power BI Integration
Embedded analytics providing real-time business insights.
Adobe Live Search
AI-powered search and merchandising to improve product discovery.
Payments, Tax & Compliance
Integrated USAePay, AvaTax, and CertCapture for secure transactions.
SEO & Technical Foundation
Headless architecture optimized for performance, speed, and search visibility.
Deep Enterprise Integrations
Hooker Furnishings In The Press
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