Forget SaaS startups chasing billions. Bertolini Chairs, a 60-year-old manufacturer of church furniture, is quietly dominating a $19.1M niche with a 74-person team. Their secret isn't tech—it's a masterclass in SEO and hyper-specialization that founders and investors can learn from.

"They don't just sell chairs; they solve the specific spatial and budgetary puzzles of church layouts, turning search queries into sales."

The tech stack is telling: it's pragmatic, not flashy. They use jQuery and Bootstrap (tried-and-true), Vite for modern bundling, and Google Analytics/Tag Manager for data. The absence of a flashy headless CMS or complex single-page app suggests they prioritize stability and content manageability over bleeding-edge tech—a smart move for a business where uptime and clarity matter more than micro-interactions.

• Multi-lingual keyword capture (Portuguese, Italian, Spanish) indicates a sophisticated international strategy.
• Traffic split (48% organic, 32% direct) shows strong brand recall and search intent capture.
• No VC funding—this is a bootstrapped or traditionally funded operation, proving profitability in unsexy verticals.
• Contentful CMS allows for structured, scalable content creation for their blog and product pages.