Walk into a Hubbardton Forge showroom and you’re witnessing craftsmanship carved into metal and light. Every chandelier, pendant, and sconce tells a story of precision — and with over 850 SKUs and more than 30,000 configuration variants, no two fixtures are exactly alike.
Each product is touched by 40 sets of hands before it leaves our facility. Customization is core to our identity, and that means complexity.
— Andrew Knapp, VP of Sales, Hubbardton Forge
That complexity is beautiful, but it creates a unique challenge: how do you equip a 160+ strong team of independent sales reps to sell something this tailored, this intricate, and this personal — at scale? From live quoting in the field to showroom tagging and personalized presentations, SuperCat is the digital backbone of Hubbardton Forge’s entire go-to-market operation.
The challenges before SuperCat
Outdated catalogs left reps empty-handed
With 30,000+ configurations, paper catalogs and static PDFs fell behind immediately. Reps couldn’t show the full range of finishes, sizes, and design options in real time.
Quoting was slow and disconnected
There was no way to build or adjust quotes in the field. Reps called the office, filled out forms, and waited — and the delay often cost the sale.
Limited customer visibility
Without order history, preferences, or stock visibility, reps couldn’t make smart recommendations or upsell with confidence.
Scattered sales materials
Product updates, spec sheets, and promotions weren’t centralized — materials were outdated, hard to find, or never reached the field.
The platform that changed it
- eCat iPad app: 160+ field reps filter, present, and quote custom lighting on the spot — no Wi-Fi needed.
- eCat Online: 24/7 access to the full catalog for office staff, trade buyers, and design teams to explore, price, and order.
- Sales Portal: real-time visibility into customer activity, order history, best-sellers, and rep performance by territory.
Even non-sales teams benefit — QC and warehouse staff use SuperCat to validate product specifications, so what’s sold matches what’s built.
The impact
Sales growth tied to rep enablement
Faster quoting, polished presentations, and higher field productivity drove a significant sales increase — and the top-performing reps are also the most active SuperCat users.
Consistent performance at scale
Onboarding 160+ independent reps used to be a challenge. Now new product launches, spec sheets, and promos deploy instantly — no email threads, no outdated PDFs.
Fewer errors, faster fulfillment
Real-time imagery, pricing, availability, and documentation cut order errors and customer-service follow-ups.
Field data leadership can act on
SuperCat surfaces emerging trends in finishes, categories, and customer preferences — now feeding product development, merchandising, and marketing.
Support at every step
Discovery: reps and buyers filter 30,000+ configurations by finish or price in seconds. Presentation: the eCat iPad app shows visuals, builds quotes, and shares spec sheets offline. Purchase: orders submit instantly from the showroom floor or a desktop. Post-sale: install documents and modification files are seconds away. And for leadership, the Sales Portal turns frontline activity into strategy — what’s trending, who’s active, where the next opportunity is.
From order building to post-sale support to showroom tagging, SuperCat is everywhere.
— Andrew Knapp, VP of Sales, Hubbardton Forge
