Migrating to Shopify Plus was only part of the project. We used the move as an strategic opportunity to redesign how customers discovered products and how the business managed its growing catalogue.

Rather than operating one increasingly complex website, we created multiple connected storefronts, giving ventilation, heating and other specialist product ranges dedicated online destinations, while maintaining operational efficiency behind the scenes.

The main ventilation store was designed around the needs of both trade and retail customers. Trade accounts, pricing tiers and quantity discounts sit behind a clean, intuitive customer experience, allowing installers, specifiers and homeowners to navigate the same website in ways that reflect how they buy.

Information architecture was equally important. Products were organised around technical intent, making it easier for customers to find the right systems, accessories and supporting documentation. Product pages combine specification data, installation guides, related products and clear routes into BPC's design and estimation service, helping customers make informed purchasing decisions while supporting long-tail organic search.