BOCA RATON, Fla. – E-commerce retailer Bellacor is differentiating itself from its corporate sibling Capitol Lighting through a completely redesigned website that focuses on premium design, the company announced this week.
“Bellacor allows us to reach the design luxury consumer in the way they want to shop. That’s what makes it different from our 1800 brand,” CEO Paul Adams told Home Accents Today, referring to the digital arm of Capitol Lighting. “Bellacor is more curated and edited, built for someone who wants to be guided to the right choice.”
Capitol Lighting acquired the Bellacor brand and its digital assets — its trademarks, URLs, databases and customer lists — in August 2024.
At that time, Adams was promoted from chief operating officer to CEO and now oversees both brands (former CEO Ken Lebersfeld is now executive chairman). Over the past two years under Adams’ direction, Bellacor has focused on how to drive strategy and customer experience. It also hired back some of the original Bellacor team to work on its customer experience and assisted selling teams, which specialize in designer and larger accounts.
“We built from a blank slate with the client in mind and what they came for,” Adams said.
The products on the site are organized around design styles, lifestyles and emerging trends, which Bellacor said helps customers and designers discover products “through inspiration rather than endless search results.”
A lot of competitor websites will put their whole, large catalog online, according to Adams. “Bellacor is more curated,” he said.
The revamped website also features lifestyle photography and video content; improved product browsing with visual-first navigation and pinboard-like list building functionality; refined product pages with enhanced media galleries, design inspiration and specification documents; and personalized account experiences.
“Unlike traditional ecommerce marketplaces, Bellacor’s new platform emphasizes quality over quantity, showcasing a thoughtfully selected assortment of products from respected leading brands,” the company said in a release. Among the brands it sells are Arteriors, Currey & Company, Visual Comfort, Frederick Ramond and others.
“We’re just getting started,” Adams told HAT. “We’re going to continue to add new brands not available to the wider market, new tools and deepen how we serve the design community. There will be designer exclusives you won’t find anywhere else. It’s a level of service the design trade expects but isn’t available.”
For interior designers, architects and trade professionals, Bellacor offers Bellacor Pro, a tiered trade program offering exclusive pricing, dedicated account support and access to premium resources. Members can earn increasing benefits based on annual spend, receive personalized service from dedicated sales managers, and access expanded advantages across participating Bellacor programs, the retailer said.
“This is really about making sure we’re getting in front of the design community and they get rewards for what they do,” Adams said. “We had something similar on 1800 and Capitol. This is focused on exclusive products and a full breadth of customization.”
Bellacor said it will also continue investing in educational content, design expertise and emerging technologies shaping the future of luxury home design.
“Our focus is on building a great customer experience,” said Adams. “A lot of hard work went into it and we’re very excited to be launching the new site.”
