rooms to grow

After two decades of countless wacky TV and radio commercials, Jordan’s Furniture is turning its attention to cyberspace.

The Waltham, Mass., chain, a unit of Berkshire Hathaway run by the ubiquitous Tatelman brothers, Barry and Eliot, has launched a new Web site designed by New York i-shop

The site,, allowscustomers to browse more than 700 items by product or style and configure a room to determine which pieces will best enhance the space.

“We feel the site will help drive focused customer traffic into [Jordan’s] stores” bygiving shoppers a clearer idea of what they want when they go shopping, said Anthony Laudico, president of

The site’s main page includes the line “Your life. Your style” and a picture of a couch in a lush, grassy field. Click on the couch and Barry and Eliot appear.

The brothers are not shy when it comes to self-promotion. They’ve starred in a long-running series of TV and radio ads, often poking fun at other high-profile campaigns.