A Game Changing Design & Innovation LEGACY
Brunswick Billiards

SHOPIFY CASE STUDY: brunswick billiards

Superior Craftsmanship Meets Advanced Technology

With a rich 178-year history and a globally renowned reputation for quality and craftsmanship, Brunswick Billiards has been a leading influence in establishing the standards for US billiards. When Escalade Sports acquired the premier billiard brand in 2022, Brunswick Billiards leveraged its migration to Escalade Sports’ Shopify Framework to modernize their brand and build a new seamless, digital experience.

Partnering with CQL, Brunswick Billiards began its strategic transformation with a revitalization of the brand’s visual elements, while showcasing their dedication to superior product quality, exceptional customer service, and a heritage of innovation rooted in tradition.

The redesigned shopping experience incorporates several enhancements to elevate customer satisfaction and engagement including robust search engine optimization for improved online visibility, faster page load times, an intuitive user interface design prioritizing ease of use, and comprehensive product pages featuring hundreds of variants. The platform also includes improved merchandising with add-ons and cross-sell capabilities, along with user-centered, educative, and engaging product content through buying guides, design inspirations, and professional tips. The migration also provides seamless integrations with Salsify and AS400 to optimize operational efficiencies. 

Brunswick Billiards offers a premier destination for billiards enthusiasts, with a compelling blend of tradition and quality, as well as a state-of-the-art digital experience that unlocks new scalability and flexibility for brand growth.


Brunswick Billiard Redesign

Built on Shopify

Brunswick Billiards is owned and managed by Escalade Sports. Escalade Sports architected a multi-site, multi-brand experience on Shopify that supports the entire portfolio of Escalade Sports brands, including Brunswick Billiards, Victory Tailgate, RAVE Sports, Bear Archery, WoodplayFowlingSTIGALifeline FitnessOnix PickleballGoalsetterAmerican Heritage Billiards, Goalrilla, US Weight, and Escalade. CQL provided a new digital identity, mobile-first redesign, and website launches for 10 brands in under 12 months. Brunswick Billiards marked the 14th site to launch on Shopify. 

Brunswick Billiards PDP pages

Designed For Your Style

Brunswick Billiards has a legacy of building the best. The new product pages on BrunswickBilliards.com allow customers to design their perfect pool table by selecting the finest materials and designs that compliment their style and room. 

CQL crafted a custom experience for Brunswick Billiards, surpassing Shopify’s 100 variant limit, which allows customers to select their preferred wood finishes, cloth type, and cloth color of a billiard table. Shoppers can preview and buy their configured tables online, find a dealer, view a sell sheet, or buy recommended accessories.

Brunswick Billiards quote

“With the CQL team, our confidence was grounded in the 13 other successful website launches within the Escalade Sports portfolio onto Shopify, refining our playbook over the past 4 years. This time, we directed our attention to our customers, elevated the brand, and crafted an innovative online shopping experience. Our eCommerce presence has seen substantial improvements, establishing BrunswickBilliards.com as the ultimate destination for all things billiards.” 


Brunswick Billiards Brand Manager