HOUSTON — Top 100 retailer Chair King backs its furniture with a solid digital strategy. The Houston-based company has 21 locations across Texas under the Chair King brand and 29 in New York, New Jersey, Connecticut and other Northeast states under the Fortunoff Backyard Store banner. It just opened a showroom in Hedwig Village to serve the Memorial and Spring Branch areas of the city. It’s the 50th location overall for the two companies.

John Hunewill, vice president of marketing and e-commerce, says Chair King recognizes the need to be out front as shopping habits shift. To do that, it partnered with e-commerce software as a service provider BigCommerce in 2021 and began re-platforming its websites this year.

The website offers the same inventory as the stores, but customers can buy online and pick up at any location. Despite supply chain disruptions caused by COVID-19 surges in shipping costs and longer lead times for materials used to make furniture, Chair King has maintained its customer-first focus and keeps customers updated on delivery timelines up front.

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