Unifying B2B Commerce: Replatforming Hooker Furnishings’ Multi-Brand Digital Ecosystem

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.

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.