Birmingham Wholesale
The Problem
Birmingham Wholesale Furniture came to us with a website that no longer reflected their business. After years without a meaningful update, the site hid their complimentary design services, and offered no way to display pricing despite customers constantly asking for it. They needed someone to audit what existed, communicate offerings to reach younger shoppers without alienating their established clientele, and rebuild the site from the ground up. I led the design, content strategy, and page building work that made that repositioning possible.
My Process
Discovery
I audited the existing site and led intake calls with the owner and team to understand their 70-year history, product mix, and customer demographics. This surfaced the core tension: their reputation was narrower than their actual offering.
Strategy
The third floor dedicated to younger shoppers represented 20% of sales but a much larger growth opportunity. The new site needed to reframe Birmingham Wholesale as a destination for a wider range of budgets, not just for the very affluent buyers.
Design
In Figma, I designed the homepage and core landing page templates around that strategy. Video led the homepage to convey showroom scale, while New Arrivals, designer spotlights, and Made in America callouts gave each audience a clear entry point.
Development
I built the homepage, and important landing pages in the FDN CMS, restructured navigation to surface Meet the Designers and New Arrivals, and wrote custom CSS for presentation. I wrote new page copy to communicate important aspects of their business.
Results
- A repositioned brand that reaches a wider audience. The redesigned homepage and content strategy bridged Birmingham Wholesale's established high-end reputation with their broader price range, giving younger shoppers a clear path in without alienating their core clientele.
- Design services finally got the spotlight. A free, under-utilized offering became a featured part of the site with its own landing page, designer bios, and prominent navigation placement, turning a hidden asset into an inquiry driver.
