An industrial supplier needed a real storefront, not a static catalog held together with PDFs and phone orders.
Aluminium Warehouse had deep product knowledge and loyal trade buyers, but the digital experience lagged behind how customers actually purchased: spec-heavy SKUs, length and finish variants, and quotes that still depended on email. The goal was a Shopify storefront that respected industrial buying behavior without pretending the business was a lifestyle DTC brand.
Outcomes
4.2k+
SKUs structured into searchable Shopify catalog at launch
35%
Increase in self-serve product detail views vs. legacy static site
10 weeks
From catalog modeling to live Shopify storefront
The challenge
Product data lived across spreadsheets, legacy pages, and sales-owned PDFs. Search and navigation could not support how tradespeople looked up dimensions, alloys, and availability.
The team feared ecommerce would mean dumbing down the catalog or opening compliance risk on pricing and regional availability. Any solution had to make trade workflows faster, not bypass the sales desk entirely.
What we built
We modeled the catalog around how buyers search: material, dimension, finish, and application-first entry points, not only brand storytelling.
PDPs carried spec tables, downloadable sheets where needed, and clear paths to quote or call when price varied by region or volume.
Shopify was configured for phased rollout: browse and request-quote flows first, with room to add account pricing and automated checkout rules as ops readiness allowed.
In the work
Key surfaces from the Aluminium Warehouse relaunch. Final photography and UI captures ship with client approval.
We finally have a site that works the way our buyers think, not the way a template assumed we should sell.
Services delivered
- Catalog modeling & migration
- Shopify theme design & build
- Spec-heavy PDP system
- Search & filter configuration
- Quote / lead routing flows
- Sales team enablement
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