thebackstore.com
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The Back Store: A 1996 Time Capsule in the Age of Amazon
A chiropractor's niche empire thrives on expertise, not algorithms
In 1996, the internet was a dial-up whisper. While giants like Amazon were just finding their footing, Dr. Thomas Trafecanty opened The Back Store in San Diego, betting that high-end ergonomic furniture needed a doctor's touch, not a warehouse's scale.
"This isn't a furniture store—it's a medical referral service that happens to sell chairs. The product is the cure; the trust is the currency."
The Doctor's Curation Model
Every product on thebackstore.com is hand-selected by Dr. Trafecanty, a practicing chiropractor. This isn't just a marketing gimmick; it's the core product moat. While competitors chase mass-market trends, The Back Store operates like a specialist clinic: patients (customers) trust the diagnosis because the doctor has skin in the game. The 18-person team isn't scaling for growth—they're scaling for service.
Traffic in the Shadows
With 15,061 monthly visits and a global rank of #1.7M, The Back Store is invisible to the mainstream. Yet, 41% of traffic comes direct—a staggering number for a niche retailer. This indicates a loyal, repeat customer base that doesn't need Google to find them. The real story is in the keywords: they rank for 'relax the back' (4,270 monthly searches) but don't own the brand name 'thebackstore' (470 searches). They're capturing intent for the category, not the brand.
The tech stack tells a story of pragmatic, not cutting-edge, choices. jQuery, Bootstrap, and Owl Carousel suggest a site built years ago and maintained rather than rebuilt. Klarna's inclusion shows a modern payment bridge, but the lack of a sophisticated CDP or headless architecture reveals a focus on conversion, not experimentation. They're not A/B testing their way to growth; they're relying on the doctor's reputation.
- 1996 founding creates a legacy trust advantage that new DTC brands can't replicate
- 41% direct traffic proves a defensible, high-intent audience
- Chiropractor-led curation creates a powerful, authentic narrative
- Revenue per employee ($139k) suggests high-value, low-volume sales
The Anti-Scaling Playbook
In a world obsessed with growth, The Back Store proves that depth beats breadth. It's not about being the biggest furniture seller—it's about being the only one your chiropractor recommends.
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The Back Store - Quality Office Chairs, Ergonomic Recliners, and Comfortable Lounge Chairs - 2023
The Back Store, opened in 1996, is a shopping and information service dedicated to providing you with high quality ergonomic office chairs, massage chairs, recliners, massagers, pillows, back supports and supplies from 10-50% off retail. It is our goal to provide you with the highest quality products and service. Most products are in stock and ready to ship from our San Diego warehouse. All products sold by our store have been selected by Dr. Thomas B. Trafecanty, a practicing doctor of chiropractic in San Diego, California. Our reputation is everything. We can't waste our patients' time or your time with mediocre products and service. Our patients as well as our customers trust us to offer them the best products available at the most competitive prices.
The Back Store, opened in 1996, is a shopping and information service dedicated to providing you with high quality ergonomic office chairs, massage chairs, recliners, massagers, pillows, back supports and supplies from 10-50% off retail. It is our goal to provide you with the highest quality products and service. Most products are in stock and ready to ship from our San Diego warehouse. All products sold by our store have been selected by Dr. Thomas B. Trafecanty, a practicing doctor of chiropractic in San Diego, California. Our reputation is everything. We can't waste our patients' time or your time with mediocre products and service. Our patients as well as our customers trust us to offer them the best products available at the most competitive prices.
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About thebackstore.com
The Back Store, opened in 1996, is a shopping and information service dedicated to providing you with high quality ergonomic office chairs, massage chairs, recliners, massagers, pillows, back supports and supplies from 10-50% off retail. It is our goal to provide you with the highest quality products and service. Most products are in stock and ready to ship from our San Diego warehouse. All products sold by our store have been selected by Dr. Thomas B. Trafecanty, a practicing doctor of chiropractic in San Diego, California. Our reputation is everything. We can't waste our patients' time or your time with mediocre products and service. Our patients as well as our customers trust us to offer them the best products available at the most competitive prices.
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Technology Stack
thebackstore.com uses 16 technologies across their website including Font Awesome, Google Fonts, hCaptcha, Varnish, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha
Caching
Varnish
Advertising
DoubleClick Floodlight, Google Ads, Facebook Pixel
Customer Support
Zendesk
E-commerce & Payments
Affirm, Klarna, Magento
Traffic & Audience
thebackstore.com receives approximately 15.1K monthly visitors and ranks #1,786,464 globally. The website has a bounce rate of 61% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:18 on the site.
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