A twenty-five year lighting supplier rebranding into a seven-discipline supply business for the built environment. Over 900 architectural LED products. The buyer is an architect or a contractor writing a specification, not someone impulse-buying a t-shirt at midnight. Shopify, rebuilt around how specifiers actually work.
Build me a catalogue like this →no retainer trap. just truth.
Twenty-five years of trust, a new name, and a catalogue that most storefronts would simply drown in.
M-Light became EMPRICS, and the promise widened from lighting supply to seven disciplines across the built environment. The store had to carry a bigger claim without spending the credibility the old name had earned. Rebrands lose people at exactly this seam.
Architectural lighting is not apparel. Every product carries photometrics, IP ratings, colour rendering, beam angles, and compliance paperwork. A storefront built for fashion collapses the moment a specifier needs to compare two downlights properly.
Architects, contractors and developers arrive with an application, not a product name. Hospitality. Healthcare. Retail. Exterior. They need to filter by where the light is going, pull the data sheet, and get it into a spec. Add to cart is not the primary action on this site.
B2B pricing is relational and project-shaped. A public price grid does not fit, and a contact form that disappears into a void is worse. The path from product to a real human with a quote had to be short and obvious.
Six lighting families carry the range: downlights, linear, track and spotlights, surface mount, pendants, and wall lights. On top of that sits an application layer, because a specifier working a hotel scheme thinks in hospitality, not in product families. Technical attributes are treated as first-class navigation rather than buried in a description. At 900 products, structure is the product.
The primary conversion is a specification enquiry, so the store is built to produce one. Fast quote turnaround, routing that lands the enquiry with the right department, and technical resources that let a specifier self-serve before they ever make contact. Compliance documentation sits where a professional expects to find it. Make the expert's job easier and the enquiry arrives already qualified.
Not a deck. Not a strategy doc. The store their customers specify from.
Identity carried across the full storefront without dropping the equity built under the old name. Every template, every touchpoint.
The structural work that makes a catalogue this size usable. Families, applications, and a consistent data model underneath.
Everything a professional needs before they will put a product into a drawing or a schedule.
The commercial path. Short, obvious, and pointed at a human who can actually price the job.
Understand who specifies, what they need at each stage, and which parts of the old brand had to survive the rename.
Families defined, application layer designed, attribute model agreed before a single template was touched.
Shopify build against the new identity. Templates, navigation, filtering, and the technical resource layer.
Compliance and technical documentation placed where professionals expect it. Quote paths wired and routed.
Catalogue keeps growing. Structure gets reviewed as new families and applications land.
Every one of these is something we run daily, not something we read a tutorial about.
Different industry. Different problem. Same practitioner approach.
No. Client data belongs to the client, and commercial performance for a B2B supplier is genuinely sensitive. We will not publish someone else's numbers to win ourselves a lead. What this file documents is the work: the architecture, the specification layer, and the conversion path. If you want to go deeper, we will ask permission and walk you through it properly on a call.
Because the alternative is usually a bespoke platform that nobody internally can update. Shopify handles the commerce, the security and the performance, which leaves the real effort where it belongs: the information architecture and the specification experience. The trade-offs are real and we will name them for your situation rather than pretending the platform is magic.
By deciding the structure before building anything. Families, application segments, and a consistent attribute model, agreed up front. Most large catalogues fail because products were loaded first and the taxonomy was reverse-engineered afterwards. Filtering is only as good as the data model underneath it, so that is where the work goes.
Yes, and the risky part is rarely the visual identity. It is continuity: keeping URLs, search equity and existing customer trust intact while the name and the promise change underneath. A rebrand that quietly loses a decade of search authority is not a rebrand, it is an outage.
The vertical changes, the problem does not. Technical products, professional buyers, specification-driven purchases and quote-based pricing behave the same way whether the product is lighting, HVAC, industrial supply or building materials. If your buyer needs a data sheet before they need a basket, this is the same job.
We will look at your catalogue structure, your filtering, and the path a professional buyer takes from product to enquiry. Then we tell you (honestly) where it breaks. Before you commit to anything.
no retainer trap. just truth.
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