In the world of high-end lighting and furniture, sales cycles are rarely simple. Products are detail-heavy, orders are often customized, and customers expect a premium experience from first meeting to final delivery. For Wildwood Lamps & Accents, a family-owned brand founded in 1968, these challenges became increasingly clear as the industry shifted to digital-first sales.
From its 80,000-square-foot headquarters in Rocky Mount, North Carolina, Wildwood designs and manufactures artisan-crafted lighting, accent furniture, mirrors, and home accessories. The brand manages over 4,000 active SKUs across two companies — Wildwood and its sister brand, Chelsea House. Each piece may involve custom painting, multi-carton shipments, or in-house assembly, making sales both complex and high-touch.
Why legacy tools held sales back
For years, Wildwood relied on traditional sales tools that couldn’t keep up with the demands of modern order management. While the products stood out for their quality and craftsmanship, the sales process was slowed by outdated systems and manual workflows:
- Paper catalogs and hand-written orders created inefficiency and left room for costly mistakes.
- Sales reps lacked real-time visibility into inventory, pricing, and product specifications, making it harder to close deals on the spot.
- The company’s legacy ERP (AS400) was brittle, difficult to integrate, and limited in what it could share across platforms.
- New trade accounts often stalled without a digital ordering pathway, leading to missed revenue.
We’re not selling t-shirts. These are detail-heavy sales that need the right tools.
— Whit Barnes, President, Wildwood
The full SuperCat suite
What started as a way to give sales reps better tools has grown into a full digital ecosystem that Wildwood has relied on for over a decade. Today the company runs on the complete platform:
eCat iPad app
The core field sales tool, used by reps on the road and in showrooms. Offline access, high-resolution visuals, the full digital catalog, and QR-enabled ordering for trade markets — reps present products, build carts, and close orders instantly.
eCat Online
A 24/7 B2B portal and digital catalog where customers filter by category, style, or finish, browse related items for upsell opportunities, and place orders at their convenience — any time, from anywhere.
Sales Portal
A rep-focused dashboard with visibility into customer history, performance by territory, and unshipped-order alerts. It makes reps proactive instead of dependent on customer service.
The impact
- Top performers are top users: every one of Wildwood’s top five sales reps is also a top-five user of the eCat iPad app.
- Bigger orders, faster: one rep who had resisted the iPad wrote his first $20,000+ order in a single meeting after switching.
- Seamless ERP integration: in 2023 Wildwood completed a full ERP migration with SuperCat connected across the stack — inventory, shipping, and order data flow cleanly.
- Paperless markets: at trade shows like High Point, bulky printed catalogs are gone — transactions are faster and print costs eliminated.
- Fewer errors: real-time stock visibility means reps and customers order accurately, with less back-and-forth.
A transformed customer journey
- Consultative selling: reps guide clients through 4,000+ SKUs with high-res visuals and instant pricing, closing in real time.
- Self-service ordering: many interior designers shop after hours — with eCat Online they log in at night, filter, and order instantly.
- Rep empowerment: the Sales Portal surfaces unshipped orders, buying patterns, and year-over-year comparisons per territory.
- Operations alignment: even warehouse and QC teams use SuperCat’s product imagery to verify accuracy on inbound shipments.
SuperCat as Wildwood’s sales backbone
Wildwood proves that a heritage brand with complex SKUs can modernize sales without losing the high-touch experience its customers expect. Better rep performance through the eCat iPad app, higher conversion with always-available eCat Online, and cleaner operations through ERP integration — one platform, every channel.
