Case Study · Fuse Specialty Appliances
One operation.
Online and on the floor.
Fuse Specialty Appliances is the premier boutique luxury appliance dealer in South Florida, with six showrooms from Naples to Boca Raton, serving homeowners, designers, architects, and the builders who outfit custom homes. Their website runs on the same data as the floor.
Visit fusespecialtyappliances.com →
The Brief
A luxury boutique that outgrew the spreadsheet.
Fuse was founded in 2018 by three industry veterans (Tim Brohawn, Alexa Warner, and Mike Robertson) who saw a gap in South Florida's builder and designer market. The big-box players weren't set up to serve custom home builders the way they needed. Fuse built something different: a boutique luxury appliance company with the relationships, the expertise, and the brand roster to handle any project, at any scale.
The business grew from one showroom to six: Fort Lauderdale, Naples, North Palm Beach, Miami, Deerfield Beach, and Boca Raton. As the floor scaled, so did the data problem. Product information lived in one place, pricing in another, and a website that didn't keep pace with the catalog or the team. The brief was straightforward: a site running on the same system as the showrooms. One catalog. One set of prices. No reconciling at the end of the day.
What We Shipped
What the site actually does for Fuse.
Homeowners, designers, and builders, one storefront
Each arrives from a different angle. A homeowner renovating a kitchen. A designer specifying a full suite. A builder sourcing an entire development. Same catalog underneath. Fuse runs one site, not three.
A catalog built the way luxury appliances are sold
Brand, category, finish, BTU output, dimensions. The way a designer or architect actually specs a kitchen. The filter URL is shareable, so a designer can send a curated selection straight to a client.
A project quote flow for the trade
Builders and designers build package specs online. The team picks it up where the customer left off and closes it in the showroom. One spec. One record. One conversation.
Product pages built for premium appliances
Specs, finishes, dimensions and clearances, installation requirements, high-resolution imagery. A page that handles homeowner checkout and trade quoting from the same product detail.
A site that stays current on its own
New products from the manufacturer feed appear automatically. Price changes across Sub-Zero, Wolf, Miele, Thermador, and every other line flow to product pages without anyone re-keying them.
Search that finds the right showroom
Per-location SEO and structured data tuned to South Florida. A homeowner in Naples finds the Naples showroom. A designer in Boca Raton finds Boca Raton, not a competitor.
How We Built It
Four phases. One process we run on every custom build.
Discovery
A working call with the Fuse team to understand the brand, the catalog, the customer types, and how they sell today. We came out of it with a map of the buyer journeys (homeowner, designer, builder) and where the current site was getting in the way.
Design
Three entry paths for three kinds of customer. A filter taxonomy luxury designers and homeowners can both navigate. A trade quote flow the showroom team will actually use. Product pages built for premium appliances, not retrofitted from a generic template.
Build
Custom storefront engineering on HomeSource Commerce. Accessible product pages, fast catalog browsing, per-location SEO across six South Florida showrooms, mobile-first checkout. The site and the showrooms run on one set of data from launch day.
Launch & Support
Hosting, monitoring, conversion analytics, and ongoing platform support. The site is part of the platform. It keeps getting better after launch.
Built on HomeSource Commerce
Online and in-store, one operation.
Fuse Specialty Appliances runs on a custom HomeSource Commerce build, designed and engineered by our in-house team. HomeSource Commerce is the e-commerce platform built specifically for independent appliance, furniture, and plumbing retailers. The site is part of the same system that runs the sales floor, so the team works in one place instead of two.
Your website and your POS share the same data.
Every online sale updates inventory in HomeSource the moment it happens. Every floor sale updates the website. Pricing changes from manufacturers flow to product pages automatically. No reconciliation. No drift.
Built by a team that designs for this industry.
Catalog structures, product specs, finish swatches, rebate callouts, delivery zone logic, multi-location SEO. Designed in for appliance, furniture, and plumbing retailers. Not retrofitted from a fashion or DTC template.
Designed and built by the HomeSource team.
No site builder. No template marketplace. Our in-house design team works with you to build a custom storefront on top of the platform that runs your business.
More From the Portfolio
Other commerce sites we've built.
CustomRoyal Green
65+ years selling appliances in the Tri-State. A site that leads with after-the-sale service the way the showroom does.
CustomSnyder Diamond
Three Southern California showrooms across Santa Monica, Pasadena, and Van Nuys. A premium catalog browse built for the way designers shop.
CustomHagedorn's Appliance
A family-owned Erlanger, KY retailer selling and servicing since 1941. The site puts parts and service on the same footing as the catalog.
Get Started
A website built into
your sales floor.
Schedule a conversation with our team. We'll walk you through what a site like Fuse's looks like on your website, in your warehouse, and on your sales floor.
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