Premium design partnerships Willis collaborates with premium design material manufacturers such as Corian, Lapitec, Arpa and FENIX, indicating opportunities to upsell advanced surfaces, integration services, and exclusive distribution deals to design firms and architects seeking high-end materials.

Mid market scale With 51-200 employees and annual revenue in the 25-50 million range, Willis sits in a mid-market segment where targeted B2B outreach can yield high conversion rates for both large design projects and ongoing supply partnerships.

Tech stack leverage Current tools include Salesforce, Pardot, WordPress, WooCommerce, and Canva, suggesting opportunities to deepen CRM-driven outreach, marketing automation, e-commerce for surfaces, and digital showroom experiences to accelerate buyer journeys.

Spatial solutions focus The business emphasizes horizontal and vertical surface solutions for interior and exterior applications, opening cross-sell potential into adjacent project types such as commercial interiors, hospitality, and public spaces seeking durable, design-forward materials.

Growth and collaborations Recent news and partnerships imply openness to expansion and collaboration across multidisciplinary design and fabrication communities, presenting avenues to partner on turnkey projects, co-branded campaigns, and referral networks to win larger, joint opportunities.