American Signature, parent company of Value City Furniture and America Signature Furniture, has launched new websites with responsive design, which is a format that adapts the look of a retail website to the device the consumer is using.

Since launching responsive designs earlier this month, sales via smartphones on the Value City and American Signature sites have increased 127% compared with the same period last year, according to the company. Across all devices, conversions on the sites have increased 39%. The retailer employed Blueport Commerce to update the sites. American Signature went live on Blueport Commerce in May 2013.

“Furniture shopping is undergoing a metamorphosis,” says Jonathan Schottenstein, American Signature’s president. “With more than half of our online visits now coming from smartphone or tablet devices, mobile is now proving to be more important than the desktop.”

The updated websites also enable furniture shoppers to highlight alternate colors, find related items and finance online orders through a rent-to-own program, among other tasks.