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Pfaltzgraff Chooses Rich Design From RichFX to Create Custom Products Online

Pfaltzgraff Chooses Rich Design From RichFX to Create Custom Products Online

NEW YORK, May 2 /PRNewswire/ -- Pfaltzgraff is setting the standard (and the table) for online retail. The casual dinnerware and home accessory retailer is now giving its customers the ability to dynamically create custom products online -- an experience that can only be achieved with RichFX's Rich Design technology. Rich Design enables mass customization for both Pfaltzgraff's soft and hard goods with the quick speed, extreme usability and superior design that their customers expect.

After extended research of its customer base, Pfaltzgraff concluded that the ability to dynamically create custom products was not only a wish, but also a necessity. Pfaltzgraff's older consumers desire custom products such as quilts and placemats for gifting or commemorating an event, while the younger generation desires custom products such as dinnerware and serving pieces for their own homes. "These young couples don't want everything on their table to match -- they want to mix and match items to make a personal statement," says Howard Blumenthal, the Director of E-Commerce and Database Management for Pfaltzgraff. "Adding a monogram or picture and choosing the band colors on their dinnerware gives them the ability to show off their individual style," Blumenthal adds. Pfaltzgraff, under its and websites, gives users thousands of possible combinations of colors, designs, pictures and monograms -- and the flexibility to choose its placement on the product.

E-commerce analysts and merchandising consultants agree that designing custom products online is one of the most innovative new technologies in the market. Lauren Freedman, President of the e-tailing group explains, "It is exciting to see that the Internet allows shoppers to customize products based on their own creativity -- which opens up a whole new set of shopping possibilities for the consumer."

Pfaltzgraff asked several technology companies to bid for the implementation of this online functionality and selected RichFX as the victor. "RichFX was the only company that had the required overall level of experience developing online configurators -- the custom upholstery functionality is a perfect example. RichFX also has the technical expertise and the strong collaborative team to support the project," comments Blumenthal.

After four years of running Pfaltzgraff's e-commerce operations, Blumenthal recognized that loading time to dynamically generate custom products would have to be extremely fast. RichFX met those challenges with ease. Johann Butting, Chief Executive Officer of RichFX explains, "Because RichFX's foundation is rooted in compression technology, we have the capability to speed up file delivery and allow organizations to provide richer, more animated web content to users without compromising quality."

Blumenthal is impressed with the photo-realistic quality of the custom products, and recognizes the significant opportunity in this new online design functionality. Based on Pfaltzgraff's customers' overwhelming response to the technology, Blumenthal plans to continue adding more custom items to their product line in the near future. To create custom products online from Pfaltzgraff, please go to or and select custom.

For more information on RichFX, please visit or email [email protected].

About RichFX, Inc.

RichFX ( is the market leader in online visual merchandising solutions, enabling retailers to leverage existing visual assets and turn them into powerful and cost-effective marketing tools. Since 1997, RichFX has been combining its online merchandising expertise, patented technology and consumer research to offer solutions that enable online and multi-channel retailers to achieve measurable results. Repeated analyses have demonstrated that RichFX solutions increase conversion rates and total e-commerce sales by boosting comfort levels and buying confidence online.

Contact Information: Sarah Glasser Marketing Manager RichFX, Inc. (646) 274 3912 [email protected]

RichFX, Inc.

CONTACT: Sarah Glasser, Marketing Manager of RichFX, Inc.,
+1-646-274-3912, [email protected]

Web site:

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