Theodore Alexander uses Intiaro’s 3D technology for custom upholstery

GREENSBORO, N.C. (Jan. 13, 2023) – Luxury brand Theodore Alexander is leveraging its partnership with industry-leading 3D technology provider Intiaro to deliver a high-end customer experience with its new custom upholstery program.

As one of the finest luxury furniture brands, Theodore Alexander executes on the definition of luxury by “making it as pleasant, easy and fun as possible to visualize and purchase upholstery,” according to company officials, and high-quality 3D visualization is a key component in providing this experience. The company’s new custom upholstery program TAilor Fit, launched last spring, was an ideal fit with the industry’s most advanced 3D visualization and configuration technology by Intiaro.

TAilor Fit allows the customer to create sofas, chairs, sectionals and loveseats to the desired style and size, from arm style and cushion types down to details such as nails, welts and fabric or leather, including customer-owned cover material.

Theodore Alexander launched the Intiaro 3D visualizer and configurator for TAilor Fit during High Point Market last October. The tool enables sales representatives, interior designers and consumers the ability to build and present in real-time the product exactly to customer preferences. The most complicated product is the sectional, which the Intiaro tool makes easier and faster to order, in addition to drastically reducing the most common errors.

“Quality product visualization has become the expectation in our market. The 3D models (from Intiaro) show very realistic details such as texture in fabric and wood finish in the legs, and it all makes the customer feel they are creating something special and unique. That’s the luxury experience we’re talking about,” said Missy Vandenberg Strear, vice president of merchandising and product development for Theodore Alexander.

However, creating that luxury experience doesn’t happen overnight, said Strear, who was part of the committee to review and select the 3D technology partner. She said they chose Intiaro based on its experience in the furniture industry with similar brands and the team’s commitment to continuous improvements and enhancements with the platform.

“People don’t realize how much work goes into it. You have to think about all the combinations and it’s a lot to process and review, so it’s been great to work with Intiaro because they know exactly what is needed, available all times of the day, and are very responsive and very much like an extension of our team,” she stated.

With more than 500 cover options in the TAilor Fit program, the combinations, literally, are in the millions. A 3D configurator that can generate high-resolution visuals as fast as your internet speed allows is a powerful sales tool, and the Intiaro solution has been well received by the Theodore Alexander sales team who have been excited to provide feedback and requests for more features, said Strear.

The 3D configurator is available on Theodore Alexander’s TAilor Fit website.

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