WORK · CASE STUDY · ECOMMERCE
Premium seating deserves a store that sells like one
Seatcraft has been building premium home cinema seating in the United States since 1999. We designed and built their new Shopify storefront, wrote custom integrations to solve the operational problems the business was actually carrying, ran SEO alongside the launch rather than after it, and now run their growth.
03 THE WORK
Seatcraft has sold premium home cinema seating in the United States since 1999, with thousands of reviews behind them and a catalogue that runs from single recliners to full sectionals, each configurable across leathers, fabrics and power options.
The brand had the reputation. The storefront was not doing it justice, and it was not built to grow: the product experience, the operational workflow behind it and the organic visibility all needed work at the same time.
We designed and built the store from scratch rather than dressing a theme. A premium product with this many configuration options needs a browsing experience that makes the range legible, not one that buries it under filters.
The build is Shopify, so the checkout stays robust and the team keeps the admin they already know, with the front end handcrafted around how people actually shop for a considered purchase in the low thousands.
The interesting work was not the storefront. It was the custom Shopify integrations we built around it, each one aimed at a specific operational problem the business was carrying rather than at a feature list.
That is the difference between a store that looks new and a store that makes the business easier to run. When something in the workflow does not fit what Shopify does out of the box, we build the piece that makes it fit.
SEO ran alongside the build rather than after it, so the new store launched already structured to rank instead of waiting to recover. Within three months of launch, revenue was at an all-time high for the business.
Seatcraft is also being cited by AI engines for home cinema seating, which matters more every quarter for a considered purchase people research before they buy. The engagement is now an ongoing growth one: the build is done, the compounding is not.
A client quote from Seatcraft belongs here. Placeholder only, not a real testimonial, and not for release.
Because a configurable, considered purchase needs a browsing experience that makes the range legible. Seatcraft’s catalogue runs from single recliners to full sectionals across leathers, fabrics and power options, and a theme buries that under filters.
Operational problems the business is already carrying. The interesting work at Seatcraft was not the storefront, it was the integrations built around it, each aimed at a specific workflow that Shopify does not handle out of the box.
No, and that is the single most expensive mistake in a replatform. Running SEO alongside the build meant Seatcraft launched already structured to rank instead of spending six months recovering. See SEO.
Structured, crawlable content that answers the questions buyers actually ask, plus the entity and authority signals that make a brand nameable. Seatcraft is now named in AI answers for home cinema seating. See AI visibility & GEO.
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