& Loom
1,900 options. one clear way through.
We turned a wholesale flooring catalogue into a direct-to-consumer brand people could actually shop.
A deep catalogue organized for sales reps, not shoppers.
Merchandise the choice, automate the catalogue and simplify the buy.
Brand, Shopify storefront, product data system, CRO and launch platform.
A warehouse spreadsheet became a curated, samples-first shopping system.
a deep catalogue is an asset in a warehouse—and a liability in a storefront.
S&R Flooring had thousands of SKUs across five manufacturers, dozens of near-identical colourways and product logic built for an experienced sales rep.
Online, that depth created choice paralysis. Products were priced by the box but measured by the square foot. Samples sat behind a phone call. The catalogue held the value of the business and made that value almost impossible to shop.
Accurate for operations. Opaque for a homeowner.
How people actually build confidence in a material decision.
make abundance feel edited.
The answer was not to hide the range. It was to give every colourway a consistent role, then let shoppers narrow by the things they recognize: colour, material, format and room.
merchandise like a lifestyle brand. sell like a spec sheet.
The storefront had to do two jobs at once: create desire for a room and remove every practical doubt between a sample and a full-floor order.
A unified swatch system, recognizable filters and shoppable room scenes replace the warehouse view.
Free sample SKUs move the most tactile decision in the house into the customer’s own light.
Square feet become boxes, coverage and total price—with waste allowance built into the flow.
stop guessing. start with a sample.
We repositioned S&R Flooring as Plank & Loom, then built one creative platform around the real conversion event: getting material into someone’s home.
Curated. Direct. Calm. Confident. Useful.
the storefront shows the room. the product page does the math.
The live Shopify system moves from visual discovery to sample order to a technically correct purchase—without asking the customer to understand flooring operations first.
View live storefront
one brand on the surface. a lot of system underneath.
The visible experience only became simple because the catalogue, pricing and publishing logic behind it became disciplined.
Repositioned S&R Flooring as Plank & Loom and rebuilt the customer experience end to end.
Product lines assembled and published through the Shopify Admin API instead of weeks of manual entry.
Every relevant product communicates both per-box and per-square-foot cost.
Room area and waste allowance translate into the correct number of boxes before add to cart.
Colour families, material filters and grouped variants turn near-identical SKUs into clear choices.
Free samples, campaign creative, email and retargeting all work toward the same low-friction commitment.
Real spaces link inspiration directly to the flooring shown inside them.
Homepage, campaign system, triggered email flows and measurement built around cost per sample order.
complex underneath. calm where it counts.
The proof is not a vanity redesign. It is the amount of operational complexity the new brand can carry without handing that complexity to the shopper.
the warehouse still holds 1,900 options. the storefront feels like it chose them for you.
untangle the catalogueformerly S&R Flooring
Rebrand · commerce strategy · Shopify design + build · catalogue architecture · CRO · launch
Shopify · Admin API · ecommerce operations