How Houzer Scaled Its DTC Site in 60 Days with BigCommerce & Feedonomics

Background

Houzer, a third-generation kitchen sink and faucet supplier, had built a solid reputation in B2B marketplaces but lacked a direct-to-consumer (DTC) presence. The existing site was purely informational—PDF catalogs, static pages, and contact forms. Without a true ecommerce engine, the team could not capture customer data or optimize for conversions. New CEO Michael Challinger stepped in with an ambitious vision: launch a high-performance DTC storefront and unify omnichannel operations under one modern technology stack.

Challenges and Time Crunch

With a keynote presentation at an upcoming ecommerce conference looming, Houzer needed to migrate a legacy site, import hundreds of SKUs, and activate sales channels—all within 60 days. The team had limited internal resources and no prior DTC experience. Selecting a flexible, scalable platform that offered comprehensive integrations became mission-critical. At the same time, they needed a feed management solution to syndicate product data across dozens of partner marketplaces.

Solution: Coalition + BigCommerce

Houzer teamed up with Coalition Technologies, a BigCommerce partner known for rapid rollouts. Leveraging BigCommerce’s headless-enabled, no-code capabilities, Coalition built a presentation-ready version of the site in just six weeks. The platform’s native tools streamlined catalog uploads, payment gateway configuration, and responsive theme design. BigCommerce’s support team provided direct assistance to keep the project on schedule and aligned with best practices.

Omnichannel Mastery with Feedonomics

To power syndication across Amazon, Home Depot, Wayfair, and more than 100 additional channels, Houzer adopted Feedonomics. This single solution replaced multiple point integrations, reducing operational overhead and saving nearly two full-time positions. Automated feeds and managed services meant that product data, pricing, and inventory could be updated centrally, ensuring consistency across every channel and eliminating manual errors.

Results and Impact

Launch success was immediate. Over the first quarter on BigCommerce, Houzer saw a 150% increase in transactions, a 47% rise in conversion rate, and 118% growth in revenue. Site speed improved dramatically, and bounce rates fell by more than 23%. By consolidating their tech stack, Houzer can now reinvest resources into marketing, product development, and strategic expansion.

Looking Ahead

With a robust DTC foundation and streamlined omnichannel operations, Houzer plans to deepen its Buy with Prime integration, expand into new marketplaces, and acquire complementary brands. The focus on owning customer relationships will drive margin expansion and long-term loyalty. As analysis and iterative optimization continue, Houzer expects to sustain rapid growth and set a new benchmark for kitchen and bath ecommerce.