Project Brief

When tile industry veteran Deborah Osburn started her blog ‘tile envy’ in 2009, it was an outlet to showcase her admiration for all sorts of artisan tile from far flung corners of the world. Her findings resonated with readers and, before she knew it, clé (Tile) was launched as she began selling tile online and shipping out pallets from her garage in Northern California. In 2009, selling tile online was a brave new world; no-one was.

Back then, shopping for tile meant working with designers and going to showrooms that were open to the trade only. But fast forward about a decade, and Clé Tile now makes tile accessible to all. With the help of Trellis’ team of eCommerce experts, Clé Tile scaled their online business beyond all expectations on Shopify. So much so, that they outgrew the Shopify platform and had their sights set on a more innovative and future forward technology: a headless commerce PWA experience.

Clé Tile’s business model relies on high levels of customization and customer personalization. Their product line was vast and complex to manage. Ultimately, we decided a headless experience would allow them to deliver the content experience to their customers and manage their data in the backend most effectively.












lookbook mobile cle tile headless vue
homepage products page shop all tile page cle tile headless commerce experience vue adobe
desktop cle tile tile cost calculator headless commerce experience vue adobe
black tile mobile cle tile headless vue


This was a complex headless build, where our team executed everything from design all the way through development, and we were able to deliver a clean, modern visitor experience for their customers and sales reps alike. To deliver the joint experience, our team integrated a WordPress and Adobe backend to the custom frontend built on Vuestorefront.io.

In addition, our team custom developed a tile cost calculator to estimate total cost based on square feet needed. This dynamic tool also allows customers to take advantage of Clé Tile’s LTL freight shipping and order samples prior to committing to a full order.

Our team also created Lookbooks to inspire their customers, further develop customer personalization and improve customer relations. The new headless experience unifies all of the complexities like data, inventory management, accounting software, and ERP with a highly customizable CMS frontend. This flexibility allows for higher levels of personalization with custom checkout, calculators, and fulfillment methods, ultimately resulting in higher conversions, customer loyalty, and brand lifetime value.

The new experience also included integrations with best of breed eCommerce technologies like Algolia, Unific, ElasticSearch, Hubspot, AfterShip, Curalate, Zoovu, Avalara, and multiple payment gateways. Clé Tile is now positioned to scale and deliver highly personalized commerce experiences for the next decade.


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