Case study
Curly's Furniture — DeKalb, IL
A DeKalb, Illinois retailer that finally owns its commerce stack. Shopify Migration + Financing + Taxonomy
The problem · Before DOVR
Renting a site, not owning a business.
- Nearly a decade renting a furniture-vendor website
- Every site change required a vendor request
- Product data invisible to Google Shopping and AI search
What changed · After DOVR
A stack they own end to end.
- Owns the full stack — site, data, checkout, customer list
- 45% online financing attach rate, matching the showroom
- Online AOV of $1,081 — real furniture, not promo pieces
“The team is one phone call away. The knowledge he has, the strategies he sends me — it's really great.”
Jay Villafania · Curly's Furniture
Limited onboarding capacity · Q3 2026
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