Fusion Designs revamps website, expands digital tools for real-time product access

Solid wood case goods manufacturer Fusion Designs has launched a redesigned website aimed at improving product visibility and simplifying access to its latest collections for retailers, interior designers and customers.

The updated site includes real-time content management capabilities, allowing the company to publish new designs and product lines as they are developed. Fusion Designs Chief Operating Officer Allen Bontrager said the change eliminates the need to wait for trade shows to see new prototypes.

“We are continuously building and revising prototypes every week,” Bontrager said. “Having access to new product without having to wait for the next trade show will be a game changer for our customers.”

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The site includes downloadable digital lookbooks, streamlined price lists and targeted campaigns. Additional features in development include dedicated resource sections to make product details easier to access.

The company is also building a digital furniture configurator that will allow users to explore wood finishes, leg options and custom design variations in real time. The tool is designed for use by customers, designers and sales representatives, and it generates SKUs automatically to help reduce ordering errors. Fusion expects the configurator to improve the overall buying process and boost sales by as much as 20%.

“Our digital transformation reflects our commitment to meeting customers where they are,” said Bontrager. “By investing in our website and marketing capabilities, we’re creating more engaging and seamless experiences.”

The company says that it’s digital investment supports its goal of becoming a more accessible, product-driven vendor while shifting perceptions of Amish-made furniture by highlighting innovation alongside craftsmanship.

Founded in 1995, Fusion Designs manufactures built-to-order bedroom, dining room, home office and entertainment furniture in Goshen, Ind. Its products are made from domestically sourced hardwoods — — including oak, maple, cherry and hickory — and are available in 35 finishes. The company emphasizes traditional construction techniques such as mortise-and-tenon joinery and includes features like soft-close drawers and hand-wiped finishes.