The retailer of iconic recliners and other furniture and accessories has begun selling online and is closely aligning its web channel with its bricks-and-mortar stores.

La-Z-Boy Inc. has brought its iconic furniture to the web. The retailer, which sells through more than 2,000 bricks-and-mortar shops and retail partners, has entered Internet retailing with the launch of an e-commerce site,

The merchant’s previous web site only provided information on its numerous products. Visitors now can buy online as part of a strategy to boost sales and to increase traffic to La-Z-Boy stores and the stores of retail partners.

As more and more consumers cross-channel shop, it is imperative that La-Z-Boy provide them with the information and resources they desire and the ability to make their purchase whenever and however they want to, says Doug Collier, chief marketing officer. Our e-commerce model will help us deepen relationships with our consumers and better respond to their informational and online furniture shopping needs. We need to provide as seamless an experience as we possibly can between the online and offline worlds.

E-commerce solutions vendor Fry Inc. created the online shopping functionality of the site, and implemented a multi-channel order management system and a customer call center. The web store was built using Fry’s Open Commerce Platform. The site, hosted by Fry, offers a room planner, product comparison, wish list and store locator features. Orders will be fulfilled through the La-Z-Boy retail outlet nearest to a customer.

La-Z-Boy’s recliners and other furniture are currently available on the site. In the next phase of development, customers will be able to shop for tables, lamps and accessories.