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Northbound Supply
A workwear catalogue rebuilt for people wearing gloves
Rebuilt a 4,000-SKU workwear store on Shopify Plus around how trade customers actually shop.
The outcome
Phone orders fell sharply within the first quarter and self-serve reorders became the dominant channel for trade accounts.
+34%
Conversion rate, trade accounts
-41%
Orders placed by phone
2.1s
Largest contentful paint
The challenge
Four thousand SKUs across sizes, colours and compliance ratings sat behind a search that could not tell a glove from a glove liner. Trade customers were calling the warehouse to place orders they should have placed themselves.
What we did
- Restructured the catalogue around task, not brand hierarchy.
- Built faceted navigation on size, rating and certification.
- Added a reorder flow for logged-in trade accounts.
- Rewrote product templates to lead with the compliance data buyers filter on.
“They treated our catalogue like an operations problem, not a design problem. That is why the launch held up through our busiest quarter.”
Alex Brennan · Head of EcommerceNorthbound Supply
