The year also marked their decision to transition their online catalogs into a full-fledged e-commerce platform. Bryce devoted numerous hours to designing and building a Magento site, writing descriptions, and uploading images for around 700 designs, all while learning the fundamentals of online product selling. They established an official Instagram account, propelling their shift from providing custom solutions to curating collections and selling directly to customers. Printing swatch books, they aimed to penetrate the wholesale market while also catering to individual clients.

Furthermore, 2012 witnessed a significant rebranding. The brothers had been contemplating a new name that echoed the aura of a successful business and could compete with their long-established competitors. They desired a name that sounded historical, sophisticated, and aristocratic, while also honoring their family’s sacrifices. As a result, “Milton & King” was established, derived from their parents’ middle names. The boys felt, and continue to feel, a deep sense of pride in the business name. The business was officially registered under this name in December 2012.