Benchmade Knife Company (Benchmade), the family-owned American-made brand, launched a redesigned website featuring a digital transformation that showcases the brand's commitment to excellence. With the assistance of Tomorrow, a leading digital marketing agency, Benchmade's website re-platforms to Shopify from Magento, providing an enhanced user experience. The brand-new Benchmade.com features a 3D customization tool that is unparalleled in the industry, allowing users to create a one-of-a-kind Benchmade.  

"This new website represents a significant milestone in Benchmade's digital journey,” says Benchmade CEO Jon deAsis. “This refreshed direct-to-consumer presence empowers us to connect with a broader audience and showcase the versatility and craftsmanship of our knives as well as serve as a venue for the many stories we’re sharing with the community. The new website not only provides a seamless online shopping experience but also captures the essence of the Benchmade brand, emphasizing customization, premium quality, and the meaningful role our blades play in every aspect of our customers' lives. We are excited to invite everyone to explore the new Benchmade website."  

The Design and UX team at Benchmade focused on a mobile first design and site features that contextualize the product and showcase the brand's wide product line. One notable feature is the homepage showcase, which pairs new marketing photography with product imagery to illustrate Benchmade's presence in various lifestyles. This approach allows visitors to visualize how Benchmade knives seamlessly integrate into different contexts.  

A highlight of the redesigned website is the introduction of the Customizer, a groundbreaking tool that empowers users to customize their knives through handle colors, blade variations, and personalized text or imagery laser-etched onto the blade. This product configurator is available for eight different products and offers limitless customizations, positioning it as a best-in-class tool within Benchmade's competitive landscape.

"We believe in the power of storytelling to help us connect with our audience on a deeper level,” says Benchmade VP of Marketing Joe Prebich. “Our new website is more than just a platform for selling knives; it's a medium that allows us to share the stories behind our products and engage with our customers in a meaningful way. We wanted to create an immersive experience that invites users to become part of the creative design process. With our unique customization features, users can now express themselves through their everyday carry or kitchen cutlery. People can personalize their knives to add a touch of their own story to each blade. This level of personalization sets Benchmade apart and empowers our customers to create a truly one-of-a-kind piece that reflects their individuality and adventures. We are excited to see how our new website enables us to forge even stronger connections with our community and continue to elevate the Benchmade experience."  

The website redesign and the integration of these key features mark a significant step in Benchmade Knife Company's digital transformation. The partnership with Tomorrow has facilitated the establishment of a robust direct-to-consumer channel, enabling Benchmade to reach a wider audience and provide a seamless online shopping experience. The refreshed website serves as a powerful sales and marketing tool, combining aesthetics, functionality, and personalization to engage customers and solidify Benchmade's position as an industry leader.  

To learn more about Benchmade Knife Company and to experience the newly redesigned website, please visit www.benchmade.com. For more information, please direct media inquiries to Account Manager Max Inchausti at [email protected].