Hart Wholesale
Trade hardware & authorised Blum distributor · blum.org.uk
The challenge
As a family-run trade distributor established in 1965, Hart Wholesale needed to bring their offline relationships and vast product catalogue online without losing the personal, service-led feel their customers relied on. With tens of thousands of items across multiple brands — Blum, Häfele, Alexander & Wilks, Hensel & Hensel and more — organising and surfacing products intuitively was a major structural challenge. The site had to cater exclusively to trade buyers with account-based pricing and overseas invoicing, clearly position their authority as an authorised Blum supplier, and replicate the expert advisory relationship their team provides in-store and over the phone.
Our solution
We built a trade-focused ecommerce store on Shopify with a custom theme that balances a rich product catalogue with a clean, professional user experience. The design reflects the brand's heritage and premium positioning, while the structure prioritises efficient product discovery for busy trade customers. A trade registration flow gates pricing and checkout to verified business accounts, maintaining their wholesale-only model. Content sections including Ideas & Advice, brand showcases, and expert contact pathways were integrated to replicate the consultative service Hart Wholesale is known for.
Key features delivered.
We needed a digital presence that matched the scale and credibility of our offline operation — without losing the personal service our trade customers expect. On The Road delivered a store that makes our catalogue easy to navigate, keeps pricing trade-only, and gives customers the same expert guidance they get on the phone.
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Let's talk about how we can transform your Shopify store and drive real growth for your business.