My Fireplace Products (MFP) Simplifies B2B Buying for a Manufacturing Brand

My Fireplace Products (MFP), the eCommerce division of a Canadian family-owned home-heating appliance manufacturer, serves both consumer and B2B channels through a catalog of over 25,000 products across nine brands in two countries. To better serve its distributor network and accommodate rapid growth in the residential market, MFP engaged Novatize to redesign its UX/UI for the Magento platform, streamlining buying for professional buyers and consumers alike.

The project delivered exceptional results:

• 25,000+ products offered
• 2 customer types served (B2C & B2B2C)
• 9 distinct brands
• Presence in 2 countries

What Changed

Novatize redesigned MFP’s Magento platform with a clean, intuitive interface to simplify complex B2B purchasing. The new experience makes it easier to navigate large product catalogs, manage installation-specific components, and find replacement parts quickly. Built-in tools like a floor-protection calculator and a dimension calculator help both distributors and consumers validate compatibility, reducing errors and returns. This redesign improved navigation, increased accessibility to support resources, and strengthened MFP’s position as a technology-driven brand for B2B buyers.

Why It Matters

This project proves that a manufacturer and distributor with a strong B2B focus can elevate its digital experience to better serve professional buyers and manage complex transactions. By combining UX-driven design, decision-support tools, and a platform built for both B2B and B2C, MFP improved efficiency, reduced friction for business buyers, and positioned itself for scalable growth across markets. The new platform is now a key driver of MFP’s digital strategy and competitiveness.

“Novatize’s approach to the project is unparalleled. From the analysis to the realization, I really felt that Novatize had our business objectives at heart and was able to put the right resources in place to deliver high-performance models in terms of both user experience and SEO, while respecting our constraints and requirements. Congratulations!” – Valérie Fortin, Marketing Director, My Fireplace Products (MFP)