Web Design Case Study
Northwest Stoves
Northwest Stoves supplies dealers, not the public. Their website needed to do that job online: show the catalog, make the wholesale model obvious, and send people to a local retailer.
Business Challenge
Homeowners were shopping a company that does not sell to them
Northwest Stoves is an Abbotsford-based distributor of fireplaces, stoves, inserts, BBQs, and outdoor fire products for authorized retailers across British Columbia, Alberta, and the Yukon. They do not sell to the public.
A consumer-looking site without a strong dealer locator leaves homeowners stuck and dealers unsupported. They needed a catalog that staff can keep current, visual product navigation, and a Find a Dealer path that is the conversion, not an afterthought.
Just some of the pages we created
Desktop, tablet & mobile, designed to convert on every screen
Screen 1
Homepage Redesign
A wholesale hearth homepage that tells dealers and homeowners this is a distributor, not a retail shop.
- Desktop
- Tablet
- Mobile
Screen 2
Stoves & Fireplaces
The product catalog for wood, gas, and related hearth lines.
- Desktop
- Tablet
- Mobile
Screen 3
Find a Dealer
The dealer-locator path so homeowners land on a Western Canadian retailer.
- Desktop
- Tablet
- Mobile
Solutions We Delivered
A website built as a catalog and a locator
IIAS designed the Northwest Stoves experience around the real job: browse the line, then get to an authorized dealer.
Visual Product Navigation
Stoves, fireplaces, and outdoor products are easier to explore, so the catalog works as a sales tool instead of a parts list.
Dealer Locator as Conversion
Find a Dealer is a first-class path, so homeowners are routed to a Western Canadian retailer instead of a dead-end shop.
Wholesale Story Up Front
The site makes it clear this is a distributor, which protects the dealer network and sets the right expectation on the first screen.
Easier Content Updates
A practical CMS so staff can keep product information current without waiting on a developer for every change.
Key Outcomes
What changed for Northwest Stoves
- Gave Northwest Stoves a distributor site that does not pretend to be a retail shop
- Made the hearth catalog easier for homeowners and dealers to browse
- Put Find a Dealer where it belongs as the public conversion
- Clarified the wholesale model on the first visit
- Improved the structure for ongoing product and brand updates
- Built a base that can support more lines and dealer tools
Conclusion
A stronger digital foundation for Northwest Stoves
The new Northwest Stoves website supports the dealer network instead of competing with it. By focusing on catalog clarity and a locator path, IIAS helped the team send Western Canadian homeowners to the right retailer.
The Next Step
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