Southeastern Laundry · Commercial laundry equipment
We turned a shopping cart into a quote builder for complex equipment
Southeastern Laundry has sold commercial laundry equipment since 1976. Their machines are configurable, high-value, and impossible to put behind a fixed-price checkout. We rebuilt their site and turned WooCommerce into a self-serve quote tool, so prospects assemble the equipment they need and the sales team gets a structured quote instead of an inbox full of one-off emails.
The challenge
What stood in the way
Southeastern Laundry sells commercial washers, dryers, extractors, and finishing equipment across multiple brands, with pricing that has, in their words, 'n degrees of gradients.' None of it fits a fixed-price shopping cart, so quoting happened by phone and email, with salespeople farming their inboxes for leads. On top of that, their roughly 400-page website was outdated, hard for the team to edit, and had custom code trapped in the theme.
The approach
How we built it
- 1
Rebuilt the site so the team can run it
A full WordPress and Elementor rebuild with a reusable design system and team-editable templates replaced a sprawling, hard-to-manage site, and we extended the catalog as the business added equipment lines.
- 2
Turned the cart into a quote builder
We adapted WooCommerce so the cart builds a quote instead of an order: prospects add the machines and quantities they need and submit one structured, multi-line-item request that lands with the sales team, while a handful of small parts stay directly purchasable.
- 3
Wiring it toward the CRM and ERP
The quote tool is built to be the front end for lead routing into HubSpot and Southeastern's NetSuite ERP, so quotes reach the right division and salesperson instead of an inbox. That integration work is scoped and in progress.
The results
What changed
Prospects configure complex, multi-brand machines into one structured quote request, live on the site.
A modern WordPress and Elementor site with editable templates replaced a sprawling, code-trapped one.
Every request arrives as a structured, line-itemed quote for the sales team, with CRM and ERP routing in progress.
Under the hood
The stack we wired together
This is the kind of system we build for distributors.
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