Loom Décor is redecorating its B2B e-commerce site.

The distributor of custom drapery, pillows, bed spreads and more is relaunching its e-commerce site to add personalized pricing, inventory and social media features tailored to the needs of interior designers, CEO and founder Ashley Gensler says.

Since Loom Décor launched as a company with an e-commerce site in 2012, the home décor distributor has grown to serve some 6,000 interior designers that shop 10,000 custom product combinations at LoomDecor.com, which receives 20,000 monthly unique visitors. 50% of company revenue is processed through e-commerce, and the company plans to grow total revenue 150% in 2016, Gensler said in an interview recently at Magento Inc.’s Imagine conference in Las Vegas. Gensler declined to provide sales or other financial information, but said “we funnel as many sales as we can through the e-commerce channel.” Helping to drive growth in online sales, she added, is the ability of interior design professionals to customize products on LoomDecor.com according to their clients’ needs.

LoomDecor.com already lets designers select the attributes most important to them when searching for a product through faceted search. If a designer is looking for a pillow that must be pink, with a floral pattern and made of linen, for example, she can click those attributes in a navigation bar that appears with site search results to find the most appropriate products. Once the designer selects the pillow, Loom manufacturers the one-of-a-kind product at its Nashville, Tenn., plant.

The e-commerce site was originally designed to serve only retail customers. But as Gensler noticed growing demand from business buyers, she added in 2014 a Loom Pro section with pricing, account managers and other features and services for interior designers. Gensler figured this was a way to take advantage of B2B buyers’ often shorter sales cycle, higher purchase volume and greater likelihood to place repeat orders as compared with consumers.

Business buyers grew to 50% of Loom’s customer base in 2015, up from 20% the year before.  As a way to continue to attract business buyers, the company is now planning to relaunch its Magento site to offer interior designers personalized pricing and product selections, plus updated social media features to let them more easily share design ideas with colleagues, Gensler said during an Imagine conference presentation. “With Magento One, it was expensive and time-consuming to add these custom features,” she said. “As you start building these customizations and complex integrations, the site kept getting slower and slower and we wanted to move to something responsive. We needed to keep building our business to become who we need to be for our customer.”

Perficient, a digital services agency, is developing the new LoomDecor.com on Magento Enterprise 2.0 technology, which Magento released last fall. The new site will launch in mid-May, and is built with responsive design, which adapts the layout of an e-commerce site to the size of a shopper’s screen, including smartphones and tablets as well as PCs.

“Our B2B client is in customers’ homes, at showrooms, they’re very, very mobile,” Gensler said. “Being able to search for products on their tablet is a huge advantage. We don’t want to rely on them to download an app.” Once the new mobile site launches, Gensler expects 30% of Loom’s web traffic to come from designers shopping on their mobile or tablet devices, up from the “small percentage” of visitors who arrive at LoomDecor.com from a mobile device today.

Being mobile-friendly will also improve Loom’s Google search ranking, she says. “We expect visitors arriving to our site through organic search will drastically increase after implementing the mobile and tablet friendliness,” she said “We’ll also get a lot more traffic from email marketing. 60% of our emails are opened on a mobile or tablet device, and right now that channel can only do so much. You have to be on a desktop site to buy, but once we launch our mobile platform we’ll be able to convert drastically.” Gensler declined to comment on Loom’s current conversion rate of customers who visit the site and eventually buy.

50% of designers buy from Loom more than once every six months, Gensler said. She expects the rate of repeat B2B buyers to grow to 60% once the new Magento Enterprise site is launched. The annual fee for Magento Enterprise software starts at about $18,000.

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