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Stanley Furniture

IronPlane Helps Stanley Furniture Integrate, Serve Customers, and Keep Up with Competitors

Stanley Furniture Company needed more flexible websites, better ERP integration, and a more responsive developer who provided continued support.

With Magento-based websites and IronPlane’s support, Stanley can now execute fresh new capacities online to improve the shopping experience, drive customers to its retail partners, and keep up with its competitors.



A fixture in the brick-and-mortar retail furniture industry since 1924, Stanley has now embraced online retail. Through its websites, the company offers avenues for customers to either purchase online or find nearby brick-and-mortar retailers.

With its previous legacy websites, Stanley grappled with custom programming and platforms that limited its ability to evolve. It also struggled with unresponsive developers, and no one to provide support for continuous improvement on the site after completion.


—Stanley Marketing VP David Petersen


This time around, Stanley forsook the custom programming route and chose to house its Stanley Furniture and Young America websites on the open-source Magento platform. The company also chose to have IronPlane provide ongoing support. Doing so enabled Stanley to constantly leverage new capacities to make the most of the initial investment.

One of the interesting things about this experience was hiring IronPlane to drive the bus. I think lots of companies make the mistake of buying the bus and making no provision for driving, maintenance, fuel, oil changes, or a map.

The company was able to quickly address the idiosyncrasies of its multi-channel distribution strategy and, thus, better tailor the shopping experience for customers while also directing more customer traffic to retailers.

The websites have given us better control of our brand through all distribution channels. They have also helped drive consumer traffic into our dealer network.

Our traditional mom-and-pop retailers are at a significant disadvantage to regional chains and online retailers—the new websites have strengthened the relationships with our brick-and-mortar partners and made our brand more valuable to them.

The new websites have also enabled Stanley to better support its customizable in-store kiosks—in-store touchscreens with geolocation tied to the dealer locator.

The kiosks were a bonanza because they were customizable. They were very valuable to our overall business with minimal capital investment in software. And the Young America website, overall, was a powerhouse—it delivered lots of consumers into retail stores that carried our products.

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Historically, Stanley struggled to find a developer who could talk about business and help translate needs into online capacity, which requires asking good questions about the business model and suggesting solutions that go beyond the customers’ expectations.

IronPlane is a terrific thought partner when it comes to imagineering the best ways to get the most out of online marketing.

Stanley also struggled with finding a developer who addressed problems and time-sensitive items with the urgency required.

IronPlane will bend over backwards. They work as hard as we do. Maybe harder. The light is on early and stays on late. They also take responsibility for their work and are understanding and responsive when the business pivots to address a new opportunity.

They are true partners. I have referred IronPlane to friends in business because I know that the experience will be excellent and the value superb.


Since 2003, IronPlane has created seamlessly integrated eCommerce solutions that companies can manage, evolve, and grow easily.

With the proper solutions, IronPlane helps companies position their brands, integrate their strategies, and improve their customer interaction, direct response, and satisfaction.


Recognized as the leading eCommerce platform in the 2015 Internet Retailer Top 1000 list and the B2B 300 and Hot 100 lists, Magento Commerce works hand-in-hand with retailers, brands, and branded manufacturers across B2C and B2B industries to successfully integrate digital and physical shopping experiences. In addition to its flagship open source eCommerce platform, Magento Commerce boasts a strong portfolio of cloud-based omnichannel solutions including in-store, retail associate, and order management technologies. Magento Commerce is supported by a vast global network of 300+ solution and technology partners, and by a highly active global community of more than 66,000 developers. Magento Marketplace is the largest eCommerce marketplace for extensions available for download.