Daily News
From Home Furnishing Business
Rowe Furniture More Than Doubles Online Sales Since Adding Intiaro
April 15,
2025 by Karen Parrish in Business Strategy, Industry 
Since the launch of 3D product visualization powered by Intiaro on its website last fall, Rowe Furniture has more than doubled its B2B online sales and continues to see positive returns on its long-term investments and vision in this area.
Rowe teamed up with Intiaro to overhaul its digital ordering experience. By integrating Intiaro’s robust 3D draping tool and configurator directly into its pricing and e-commerce systems, Rowe enabled customers to build and visualize product configurations on more than a thousand fabric options in real-time, with ordering handled entirely through the website. The high-quality product visualization not only improved the buying experience but also contributed to significant sales conversions and increased website activity across Rowe’s upholstery offerings.
Rowe Senior Vice President of Marketing David Shilesky said that during the period of doubled online sales, there was a consistent pattern of products added to the configurator seeing a notable sales lift. Since adding sectionals, a highly configurable product and complex ordering process, sales in that category have also increased.
“For any custom upholstery company, your biggest adversary is incomplete orders because there are so many different aspects to get an order correct. The beauty of what we have now is that it helps eliminate the incomplete order issue that we all suffer from. It’s been a long-term vision to be where we are today,” said Shilesky.
Prior to partnering with Intiaro, Rowe faced persistent challenges stemming from outdated order submission methods such as fax and email. With an expansive line of customizable upholstery products, the manual systems were prone to errors, costly inefficiencies, and contributed to order abandonment.
“We found Intiaro to be the best solution and partner for us to keep our vision of providing a better experience for our day-to-day customers as well as capturing the end-consumer who comes to our site to begin their path to purchase for a custom Rowe product,” added Shilesky.
The partnership between Intiaro and Rowe Furniture exemplifies how digital innovation can address legacy inefficiencies and unlock substantial growth opportunities in the furniture industry.
“Rowe’s success is a strong validation of how next-generation visualization and configuration technologies can transform the traditional furniture sales model,” said Intiaro’s chief commercial officer Michal Stachowski. “For highly customizable products, giving buyers the ability to confidently build, price, and purchase directly online is no longer optional—it’s essential.”
Intiaro will be at the upcoming High Point Market. To make an appointment for a demonstration of its industry-leading technology, visit Intiaro.com or email sales@intiaro.com.