L.C. King Manufacturing Co., operating in a remote, mountainous part of Tennessee, recently launched a business-to-business e-commerce site tailored to the needs of business customers.

Until last week, the 103-year-old manufacturer of workwear served customers the old-fashioned way: mailing them a paper catalog and receiving orders by phone at its cut-and-sew headquarters in Bristol, Tenn., says CEO Jack King, a member of the fourth generation to run the family-owned company. That resulted in a long lead time for business customers to place orders. But the company hopes to boost sales this year with the launch of its  new wholesale e-commerce site designed to make it easier for customers to quickly order online, King says.

L.C. King promotes itself as selling only made-in-the-U.S.A. products, with no foreign raw materials and all stitching and sewing done in the United States. “Our components are sourced in America and we sew it here in Tennessee,” King says. “It’s the full American package for the customers who are seeking it.”

Half of L.C. King’s customers are consumers, many of them “hipsters,” young people who prefer the manufacturer’s simple, utilitarian style, King says. The other half are businesses, which range in size from small apparel and accessories boutiques like Hand-Eye Supply in Portland, Ore., to BAE Systems plc, a multinational defense, security and aerospace manufacturer based in the United Kingdom. But while apparel sales to L.C. King’s more than 1,000 business customers have grown over the years, King says the company needed to make it easier for buyers to place orders.

“We’re really isolated up here in rural Appalachia,” he says. “Our phones are turned off at 4 p.m. Eastern Time. If the customer is sitting in Los Angeles or Portland and they open at 11a.m., which is already 2 p.m. Eastern, that gives them a two-hour window to place an order.”

L.C. King contracted AtOnce, a provider of the MyAtOnce Internet-based B2B e-commerce platform and customer relationship management system, to provide the technology for its new wholesale e-commerce site. AtOnce developers built the wholesale website in four months. L.C. King chose the platform because the technology is widely used in the apparel industry, and many of the manufacturer’s business customers already have experience using the MyAtOnce system, King says.

The manufacturer also liked the AtOnce capability to enable the new B2B e-commerce site—LCKing.MyatOnce.com—to personalize pricing of the 800 available online SKUs for business customers once they log on. The MyAtOnce platform also is built with responsive design, which adapts the layout of an e-commerce site to the size of a shopper’s screen, so that it’s easy to use for customers on smartphones and tablets as well as those on PCs. In 2016, King expects the company’s total business revenue to increase 22% due to increased orders placed through the new B2B site. He declines to disclose any financial information.

King says the new B2B e-commerce platform cost L.C. King less than $5,000 to deploy. The manufacturer will also pay a monthly user fee ranging from $50 to $100 per registered user, says John Botswick, founder of AtOnce. The cost goes up if a client company integrates its e-commerce site with an enterprise resource planning, or ERP system, which companies use to organize their inventory and financial records. Botswick says L.C. King pays a lower individual user fee because the company does not use an ERP system.

The wholesale e-commerce site is separate from the manufacturer’s retail site, LCKing.com, which runs on e-commerce software from Shopify.

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