It’s all about visualizing the Fit at Theodore Alexander

Theodore Alexander is using Intiaro's 3-D technology visualization to help customers see what they are creating in real time.

Jean Marie Layton //Senior Editor for Upholstery//January 18, 2023

GREENSBORO, N.C. – Luxury brand Theodore Alexander is leveraging its partnership with 3D technology provider Intiaro to deliver a high-end customer experience for its custom upholstery program, TAilor Fit.

TAilor Fit allows the customer to create sofas, chairs, sectionals and loveseats to the desired style and size, with arm style and cushion types as well as nailheads, welts and fabric or leather, including customer-owned cover material.

“Quality product visualization has become the expectation in our market,” said Missy Vandenberg Strear, vice president of merchandising and product development for Theodore Alexander. “The 3D models (from Intiaro) show very realistic details such as texture in fabric and wood finish in the legs, and it all makes the customer feel they are creating something special and unique. That’s the luxury experience we’re talking about.”

The Intiaro 3D visualizer and configurator for TAilor Fit enables sales representatives, interior designers and consumers the ability to build and present in real-time the product exactly to customer preferences. The most complicated product is the sectional, which the Intiaro tool makes easier and faster to order, in addition to reducing the most common errors, according to the company.

Strear was part of the committee to review and select the 3D technology partner. She said they chose Intiaro based on its experience in the furniture industry with similar brands and the team’s commitment to continuous improvements and enhancements with the platform.

“People don’t realize how much work goes into it,” she said. “You have to think about all the combinations, and it’s a lot to process and review, so it’s been great to work with Intiaro because they know exactly what is needed, available all times of the day, and are very responsive and very much like an extension of our team.”

Tapping into more than 500 cover options in the TAilor Fit program, a 3D configurator that generates rapid high-resolution visuals is a powerful sales tool, and the Intiaro solution has been well-received by the Theodore Alexander sales team who have been excited to provide feedback and requests for more features, said Strear.

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