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Versare Solutions: Getting Three Brands Discovered by Buyers on Lesser-Known Categories
Want to see how BigCommerce can work for you?
~3 months
the time it took to rebuild on BigCommerce
Three brands
Versare, EverBlock Systems, and Screenflex, run as distinct storefronts
Catalog size
Tens of thousands of SKUs
Key highlights:
CHALLENGE.
A niche category — room dividers, portable walls, acoustic solutions — that buyers often don't know the name for.
Three brands with different customers, channels, and legacy tech debt, managed by one small team.
Tens of thousands of SKUs that need consistent, channel-ready product data.
SOLUTION.
Three BigCommerce storefronts with consistent structure and data across the house of brands.
Feedonomics pushing product data out to additional selling channels.
AI-assisted content production to scale descriptions and structured data for AI and search discovery.
RESULTS.
A site build completed in about three months, described by the team as unusually fast.
A modern foundation replacing missing ecommerce basics, such as product list pages and dynamic option images.
Freed up time, allowing them to develop deeper relationships with their customers.
Selling a category buyers can't name.
Versare Solutions helps businesses make better use of the space they have, from desktop dividers and acoustic panels to portable walls and room partitions. It runs a house of three brands: Versare, EverBlock Systems, and the primarily B2B Screenflex.
The hard part isn't the product. It's that most buyers don't know the category exists, or even the words for it. On BigCommerce, with Feedonomics feeding its channels, Versare is rebuilding its storefronts and its product data so it shows up the moment a customer asks how to divide a space — even when they've never heard the term “room divider.”
CHALLENGE
Being found for a problem buyers can't name.
Versare's challenge starts with discovery. It sells into a niche most people don't know exists until they need it, and even then, they may not know the terminology.
“I didn't know the category existed until I found out about this opportunity,” said Leslie Hopp, Marketing & Digital Vice President at Versare Solutions. “Someone might be asking, how do I divide this big open space into four quadrants? They're not asking for a room divider, but we want to be what shows up.”
The second challenge is structural. Versare runs three brands: Versare, EverBlock Systems, and Screenflex. Each of these appeals to different customers and channels, carrying their own history and technical debt. One small team, often one person, manages all of them, across tens of thousands of SKUs.
“There's a lot of overlap, but the content needs to be consistent: the attributes, the photography,” Leslie said. “We have tens of thousands of SKUs, so it's essential to use AI to scale the content we need and the data behind it.”
Keeping data consistent across brands while making it genuinely discoverable was the problem Versare needed its platform to solve.
“We have tens of thousands of SKUs, so it's essential to use AI to scale the content we need and the data behind it.”
LESLIE HOPP, MARKETING & DIGITAL VICE PRESIDENT AT VERSARE SOLUTIONS
SOLUTION
Three brands on one consistent foundation.
Versare uses BigCommerce to run its house of brands as distinct storefronts that still share consistent structure and data. Each brand keeps its own identity and audience; Screenflex, for instance, is primarily B2B, while the team manages them all against the same broader principles.
“BigCommerce lets us categorize a diverse product line properly, highlight the features and benefits for each customer group, and then leverage other tools in the family like Feedonomics,” said Dan Euker, Ecommerce Manager at Versare Solutions.
That shared foundation is what makes it possible for a very small team to run three storefronts without rebuilding everything three times over.
Pushing product data everywhere with Feedonomics.
With such a diverse catalog, getting products in front of buyers means getting data onto many channels. Versare uses Feedonomics to push its products out to additional platforms and selling markets, extending reach well beyond its own storefronts.
“We leverage tools in the BigCommerce family like Feedonomics to push those products out to other platforms and different selling markets,” Euker shared.
For a brand whose buyers may not search by category name, being present across channels with the structured, consistent data that search and AI rely on is part of being found at all.
Using AI to scale content and get read by the models.
Versare's discovery strategy depends on data that both people and language models can read. The team is investing in SEO and generative-engine content, including blog posts, customer testimonials, and reviews, and using AI to produce product content at the scale its catalog demands.
“A lot of our work is making sure our data is better for the LLMs to read, so we show up in those places,” said Hopp. “We're creating SEO and GEO content and driving more reviews; all the ways we can boost our ability to be discovered when someone is in the market for what we do but never thought of the category.”
Tech stack
Agency Partner:
Highlighted Applications:
“We leverage tools in the BigCommerce family like Feedonomics to push those products out to other platforms and different selling markets.”
DAN EUKER, ECOMMERCE MANAGER AT VERSARE SOLUTIONS
“BigCommerce lets us categorize a diverse product line properly, highlight the features and benefits for each customer group, and then leverage other tools in the family like Feedonomics.”
DAN EUKER, ECOMMERCE MANAGER AT VERSARE SOLUTIONS
RESULTS
The fastest build the team has seen.
Versare's clearest early result is speed. The team rebuilt on BigCommerce in about three months, a pace Leslie, who has run many site builds, called “unusually fast.” She largely credits vetted templates the team trusted and development partner Mira Commerce.
“I've been through quite a few site builds and redesigns, and this has been by far the fastest and smoothest,” Hopp shared. “It's been three months, and that's kind of unheard of. That's a testament to the platform and our trust in it.”
The rebuild also closed real gaps. One brand moving onto BigCommerce had been missing modern basics: product list pages, categories, images that update when a shopper selects an option.
“Those are meat and potatoes for an ecommerce experience nowadays,” said Euker. “Having all of that now is really going to raise our professionalism online.”
“I've been through quite a few site builds and redesigns, and this has been by far the fastest and smoothest.”
LESLIE HOPP, MARKETING & DIGITAL VICE PRESIDENT AT VERSARE SOLUTIONS
LOOKING AHEAD
Built to be discovered, and to scale.
Versare sees AI freeing its team from the early, detail-gathering stage of sales, including specs, inquiries, and small questions, so its salespeople can spend more time on the relationships and customizations that close B2B deals.
“Our business is very relationship-driven,” said Hopp. “If AI can handle the early-stage inquiries, our team has more time for the deeper conversations and the relationship building.”
With a modern foundation, consistent data, and a discovery strategy built for how buyers actually search, Versare is positioned to scale its house of brands, and to be the answer when a customer describes a problem it has spent decades solving. Regardless of whether they know the name.
“If AI can handle the early-stage inquiries, our team has more time for the deeper conversations and the relationship building.”
LESLIE HOPP, MARKETING & DIGITAL VICE PRESIDENT AT VERSARE SOLUTIONS
Published September 2026
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