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Founded in 1987, American Heritage Billiards has grown into the world’s largest pool table and game room furniture manufacturer. AmericanHeritageBilliards.com is the 10th site for Escalade Sports to launch on Shopify’s commerce platform, which utilizes a multi-site architecture with a CORE code base as the foundation for each Escalade Sports brand. This multi-brand solution creates efficiency in feature enhancements and ongoing maintenance for all Escalade Sports brands.
The site revitalizes the iconic American Heritage Billiards’ brand, highlighting the craftsmanship and caliber of the products with image-centric layouts. In addition to unveiling a new outdoor product line on the website, American Heritage Billiards features a custom experience for coordinating product collections and browsing products by finish, enabling users to curate a game room that matches their style; seamlessly integrates the Cue & Case brand; introduces a dealer portal that boosts new leads and simplifies ordering for dealers; and delivers a backend system that provides ease of content management for staff.
As the brand’s strategy shifted to direct-to-consumer (D2C) commerce, Shopify had the flexibility to grow with the business. The existing B2B site was expanded to accommodate transactional D2C capabilities, positioning American Heritage Billiards to capitalize on future growth and enhance customer engagement.
With its stunning visual design and enhanced navigation, American Heritage delivers an extraordinary shopping experience that allows shoppers to visualize special moments in their game room and connect shoppers with dealers to create loyal customers for life.
American Heritage Billiards is owned and managed by Escalade Sports. The CQL and Escalade teams architected a repeatable model on Shopify that supports an entire portfolio of Escalade Sports equipment brands. Escalade’s strategy to replatform on Shopify was a crucial step to transition from a CTO mindset, to a growth-focused CMO approach. CQL provided a new digital identity, mobile-first redesign, and website launches for 10 brands, including American Heritage.
American Heritage Billiards initially launched as a product catalog and dealer portal, designed to empower dealers to sell their products effectively. This approach allowed the brand to establish a strong dealer network and streamline product distribution.
When the brand’s strategy transitioned to direct-to-consumer (D2C), CQL converted the existing site structure to support transactional D2C commerce in just a few weeks. The new D2C site features:
