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American Heritage Billiards

Shopify Plus Case Study: American Heritage Billiards

A Perfect Break with a Revitalized Brand

Founded in 1987, American Heritage Billiards has grown into the world’s largest pool table and game room furniture manufacturer. 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 new 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 now 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. 

With its stunning visual design and enhanced navigation, American Heritage Billiards 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
American Heritage Billiards Site Images

Built for Big Breaks with Shopify

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.

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