The web is boundless.
We'll show you the way.

Our Services

  • Front/Back End Development
  • WordPress Blog Implementation
  • Mobile Development
  • Content Management System
  • Point of Sales Systems
  • Custom E-commerce Solutions
  • Critical Private Systems
  • Client Relationship / User Account Mgmt.

Our Clients

Caviar Russe Boutique & Restaurant

538 Madison Avenue, New York & 1441 Brickell Avenue, Miami

Client Industry

Luxury Food, Retail & Restaurant

Services delivered

Redesign, Content Management System, E-Commerce, Mobile Optimization

Deployment date

2010 - Present

Caviar Russe is the largest caviar importer to the U.S., maintaining a luxury retail and restaurant space on Madison Avenue in New York City.

Their original website included both an e-commerce store and information for their restaurant. They engaged Net Theory to produce two new websites, a site for each business, that are unique, yet present a unified brand. The design of the site is light and elegant, emphasizing an improved image gallery and the restaurant’s inviting characteristics.

For the retail store, Net Theory produced a brand new design, code base, ecommerce system, and site architecture. This project included a robust back-end system for the e-commerce store that is integrated with their business operations. The design of the site is bright and polished, emphasizing the site’s updated photos, and the products’ luxury appeal.

Sherry-Lehmann, Inc.

505 Park Avenue, New York, NY 10022

Client Industry

Retail Wine Sales

Services delivered

Browser based point of sale system for management of mission critical sales and customer service functions (fully integrated with website).

Deployment date

Fall 2003 - Present

Sherry-Lehmann has been serving and educating wine-lovers since 1934.

Our relationship with Sherry-Lehmann is one that has grown over time, as our two companies have developed a strong working relationship based on trust and expectations met. We helped Sherry-Lehmann produce their first website with a very limited selection of products in the fall of 1999. Since then, their site has expanded to include over 3,000 products and currently represents approximately 15% of their business. Along the way, Sherry-Lehmann won awards and recognition for their site as numerous features were added, such as dynamic publishing, user personalization and an intelligent product search.

Net Theory’s work for Sherry-Lehmann has subsequently moved beyond the website as we have been entrusted with the task of developing software to manage the client’s mission-critical sales and customer service functions. In 2003, Sherry-Lehmann deployed a browser-based point-of-sale (cash register) system on their busy sales floor. The system is fully integrated with the website and the client is able to manage all products and customer records for the store and the web from the same administrative interface.


(ASA Summer Programs)

19 West 21st Street, New York, NY

Client Industry

Tourism/Youth & Education

Services delivered

Redesign, Content Management System, Application Functionality

Deployment date

2007 - Present

Summerfuel’s programs blend a collegiate atmosphere with opportunities for a great summer vacation, within the U.S and across the world. is the home of ASA Summer Programs, a company specializing in summer programs for high school students. Net Theory designed their website with fun and warmth in mind, to attract students with enticing program details while providing families with straightforward information.

Students can apply online and manage their status through the MySummerfuel portal, making the Summerfuel website the focal point in pursuing ASA Summerfuel programs. This emphasis brings the site far beyond the limits of a brochure, and makes it ideal to engage high school students throughout the U.S. and many other countries.

Oxford University Press

198 Madison Avenue, New York, NY 10016

Client Industry

Academic Publisher

Services delivered

Custom WordPress Development, Third-Party Integration

Deployment date

September 2013 (first site)

Oxford University Press publishes a wide range of highly-reputable international science journals and textbooks.

We helped Oxford University Press create a series of marketing sites for their online Research Encyclopedias. Each encyclopedia subject requires its own site, which means they needed a system that would be easily scalable to create many “cloned” websites with quick turnaround. We created a customized WordPress installation that allows for this growth, generating similar sites that are each configurable and easy for OUP to edit. The sites use a custom WordPress theme, and are able to integrate Twitter feeds and third-party content systems.


Client Industry

Local News Network

Services delivered

Mobile Optimization, Redesign, Search Engine Optimization, Billing System

Deployment date

March 2015 – Present

TAP Into is a fast-expanding online network of locally owned and operated newspapers, serving over 3.5 million users across fifty communities.

When TAP Into approached us, their seven-year-old site was in no way mobile optimized, yet 51% of its visitors were using mobile devices. We took their proposed design, which they liked but was optimized only for tablet in vertical view, and implemented a site that could withstand the continuous changes it sees every day from various admins and remain optimized on all devices.

We launched the new, fully optimized TAP Into in March 2015, and in less that two months, we’ve seen a 15% increase in total traffic, with mobile users now representing 59% of all users. Since the site relaunch, we have focused on improving TAP Into’s Google rankings through SEO. The site has seen dramatic improvements, including a 120% jump in Google News referrals in the first month. We also added better YouTube video functionality and redesigned the site to create a better user experience. And this fall, we will introduce a cutting edge online billing system designed to save TAP’s admins time and money.

Lee & Low

95 Madison Avenue, New York, NY

Client Industry

Children’s Book Publishing

Services delivered

Redesign, Content Management System, E-Commerce, Advanced Search, Blog Implementation

Deployment date

2013 – Present

Lee & Low Books is the largest multicultural children’s book publisher in the U.S. At its founding, the company was a pioneer in publishing culturally diverse books, and today remains committed to the mission of increasing the number of diverse books available to children.

When Lee & Low approached us in 2013, the were looking to expand their online selling capabilities. We built them an eye-catching site that incorporated visuals from the books that they sell, driven by a simple yet powerful Content Management System.

We also created an Advanced Search function that allows for visitors to filter their results by Reading Level, Awards, and a host of languages and themes. And we boosted their Collections section, bundles of related books which they sell directly to teachers and schools.

MAXONS Restorations

280 Madison Ave, New York, NY

Client Industry

Property Damage Restoration

Services delivered

Private Internal Database, Mobile Optimization

Deployment date

2008 - Present

MAXONS Restorations are pioneers of the full-service restoration industry, restoring all types of damage to commercial and residential properties throughout the Northeast for over half a century.

MAXONS needed an internal database for quickly compiling data on their job sites. Their team of disaster relief project managers are constantly on the move, which is why it was crucial to build them an internal online database that performed on their mobile devices and tablets as well as it does on desktops.

Designing for a company whose industry is essentially chaos is a tremendous challenge, as it's crucial that every bit of information on a job site is communicated within 24 hours. We met the challenge head on, creating MAXONS Eye of the Storm, a practical, easily navigable database with dynamic reporting, voice command for mobile users, and simple photo and video upload functionality from any device.

Kaplow Communications

19 West 44th St., New York, NY

Client Industry

Digital PR and Social Media Agency

Services delivered

Design, Mobile Optimization

Deployment date

2015 - Present

Kaplow Communications is a NYC-based, full-service marketing and communications agency offering digital & new media strategies as well as traditional services.

They have a proven track record of creating effective global campaigns using strategic alliances, and have been awarded PR Week Global Campaign of the Year for their work with Blue Planet Run.

The Kaplow team are storytellers, and they approached us because they wanted their website to tell their own story in a compelling way. We designed a site that suited them, with vibrant colors and engaging animation that looks great across all devices.

7 Dey St, Suite 300

New York, NY


Contact Us