Meet&Co
DAYTON, Ohio — Morris Furniture Co., a leading retailer ranked among the Top 100 in the industry, has announced the launch of a new omnichannel e-commerce platform in collaboration with Blueport Commerce. The initiative aims to strengthen the company’s digital footprint and create a cohesive shopping journey across physical and online channels.
Headquartered in Dayton, Ohio, Morris Furniture operates 21 showrooms under the Morris Home and Ashley Furniture brands, serving customers in Dayton, Cincinnati, Columbus, northern Kentucky, and surrounding regions. The partnership with Blueport underscores the retailer’s strategic focus on integrating advanced technology to align with its customer-centric values while expanding its digital capabilities.
Company executives emphasized that Blueport’s platform was selected for its ability to deliver a customizable, feature-rich solution tailored to Morris’ brand identity and operational requirements. The platform enables the retailer to showcase an expanded product range, dynamic promotions, accessible financing options, and exclusive deals, all while maintaining consistency with its “Style for Less” value proposition.
Jeremy Klaben, Assistant Vice President of Technology at Morris, highlighted the company’s vision: “Our goal is to replicate the immersive experience of our physical showrooms in the digital space. Blueport’s technology empowers us to enhance both front-end engagement and back-end efficiency, offering customers seamless access to customizable products, competitive pricing, and personalized service. As we move toward our 2025 objectives, we remain committed to evolving our platform in response to customer feedback.”
Central to the collaboration is Blueport’s OneView technology, which integrates with Morris’ proprietary LOFT system to synchronize real-time inventory, pricing, and promotions across all channels. This integration allows customers to begin their purchasing journey in-store with a sales associate and seamlessly complete transactions, manage payments, or schedule deliveries online.
Nick V., E-commerce Merchandising Manager at Morris, added, “This partnership reflects our dedication to blending convenience with the personalized service our customers expect. By unifying online and in-store experiences, we aim to deliver a premium, frictionless shopping environment for furniture and mattress buyers.”
The initiative marks a significant step in Morris Furniture’s strategy to innovate its retail ecosystem, ensuring alignment with modern consumer preferences for flexibility and integrated brand interactions.
