Valentine Coffee Co.

With an existing Shopify build that no longer reflected its premium positioning, the Milwaukee specialty coffee roaster, serving both D2C customers and a growing B2B wholesale base, partnered with Shero to deliver a full design and functionality refresh in 8 to 10 weeks ahead of the holiday season. The project included a refined dark-mode aesthetic, native RoasterTools integration, and a B2B wholesale flow integrated into the storefront.

Design & Dev. Integration B2B
Sector Specialty coffee roasting (D2C and B2B)
What we did Shopify redesign with RoasterTools and B2B integration
Technology Shopify
View project View Site
The Ask

Valentine Coffee Co. needed a full digital transformation in 8 to 10 weeks, with the site launched and bedded in before the holiday season. The wishlist was specific. A more sophisticated, premium aesthetic that matched the in-store experience. Proper RoasterTools integration to manage inventory and wholesale. A B2B wholesale flow built into the storefront. UX improvements across collections and PDPs. And a build that unlocked the parts of Shopify the existing theme had left on the table.

Challenges with the existing build

Valentine Coffee Co. provided us with the following issues that would need to be overcome during the rebuild:

  • A front end that no longer met the brand's premium standards
  • A theme that could not support their digital marketing efforts
  • Difficulty managing a large and complex product catalogue
  • Issues properly integrating RoasterTools for inventory and wholesale management
  • Trouble adding new functionality and unlocking Shopify's native advantages
  • An 8 to 10 week delivery window to launch ahead of peak season
Finding the Solution

With Valentine Coffee Co. already on Shopify, the right move was a full redesign and replatforming of the theme rather than a wholesale migration. Shero built a custom Shopify theme on a tight timeline, unlocking the platform features the previous build had left dormant and integrating the B2B and operational tools the team needed, without losing any of the reliability they were already getting from the platform.

Bringing it to Life

Shero delivered customized Shopify templates across the homepage, collection pages, PDPs, and native bundle options, built around a dark-mode aesthetic with full-width layouts and high-quality photography that puts farmers and origins at the center of the brand story. A dedicated B2B wholesale banner, sign-up form, and sign-in link sit on the homepage, powered by RoasterTools on the back end. ShipStation handles last-mile shipping management, and Shopify Inbox added live customer chat. Across PDPs we made the bag-size selector swap the main product image, exposed the full product description without a click, added breadcrumbs, customizable info tabs (delivery, sourcing, cupping notes), expected delivery estimates, and SVG animations on Add to Cart for a little extra craft in the detail.

Overcoming Challenges

The 8 to 10 week window meant every decision had to count. Shero ran design, development, and integration in parallel, with SEO involved from the start so the rebuild did not cost Valentine any organic ground. We unlocked Shopify features the previous theme had blocked, integrated RoasterTools cleanly into the catalog and B2B workflows, and refined the PDP information architecture so taste notes, location, and cupping data were visible without extra clicks, making sure the new site landed before the holiday season looking like the brand and converting like Shopify.

The Impact
Delivery
Delivered in 8 to 10 weeks, live before peak season
RoasterTools
RoasterTools and B2B fully integrated
All Green
All Green Core Web Vitals since launch

Valentine Coffee Co. now operates on a Shopify storefront that matches the craft of the product. A refined dark-mode design, fully integrated RoasterTools and B2B flow, and PDP refinements give D2C customers and wholesale buyers a frictionless path to purchase, while internal teams can run campaigns, manage inventory, and process B2B orders without operational drag.

The breakdown

  • A full Shopify redesign delivered in 8 to 10 weeks, live ahead of the holiday season
  • Customized Shopify templates for home, collection, PDP, and native bundles
  • A dark-mode aesthetic with full-width layouts and origin-focused photography
  • Native B2B wholesale flow with on-homepage banner, sign-up, and sign-in
  • Full RoasterTools integration for inventory and wholesale operations
  • PDP enhancements: variant-driven image swap, breadcrumbs, info tabs, delivery estimates
  • SVG animations on Add to Cart and refined scroll effects for craft in the detail
  • ShipStation for last-mile shipping management and Shopify Inbox for live chat
  • SEO involved from day one to protect organic traffic through the rebuild

Since launch, Valentine Coffee Co. has been operating on a storefront that finally matches the craft of the product, with Core Web Vitals sitting comfortably in the green from day one.

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