Client project · Shopify storefront + B2B
HEALR
Full Shopify website design and build for a hydration brand, covering the DTC storefront and its B2B wholesale side.
Live sites change. What's there today may differ from the work described here.
- Role
- Shopify design and development
- Project type
- Shopify storefront + B2B
Overview
HEALR sells H2 hydration tablets direct to customers and to wholesale buyers. The brand came to me directly in 2026, not through an agency, to design and build the full website: the storefront people shop on and the wholesale layer behind it.
The brief was to make the storefront feel as considered as the product, and to let one Shopify store serve retail and wholesale buyers without either side getting in the other's way.
Challenge
Two very different buyers had to share one store. Retail visitors need a fast, visual path to the product. Wholesale buyers need to apply, get approved, and then see their own pricing and ordering flow, none of which should ever surface in the retail experience.
The brand also sells into more than one market, so pricing, currency and availability had to be configured per market rather than set once and hoped for.
What I worked on
DTC storefront
- Designed the full website: homepage, collection and product pages, education and brand-story pages.
- Built the layout and navigation around a single clear action: get to the product.
- Implemented the design on Shopify and kept it consistent across desktop and mobile.
- Carried on with storefront improvements after launch.
B2B wholesale
- Built the wholesale application and approval flow, so B2B customers are vetted before they can order.
- Configured customer access so approved accounts see wholesale pricing and ordering, and retail visitors never do.
- Set up the wholesale pricing and purchasing workflows for approved accounts.
- Configured international markets so the same store serves more than one region.
Implementation details
Built on Shopify with theme-level customisation. The DTC and B2B experiences live in one store rather than two separate builds, which keeps products, inventory and content in one place.
Access rules do the separating: what a visitor sees depends on whether they are an approved wholesale account, not on which URL they happened to land on.
Market configuration handles per-region pricing and currency, so the storefront does not need separate hard-coded variants for each country.
Tools
- Shopify
- Liquid
- Shopify Markets
- Wholesale workflows
- Responsive design
Outcomes
HEALR's sales and wholesale performance are the brand's own business, so I don't publish figures here. The live store is the deliverable. If the details matter for your decision, email me and I'll walk you through what I can share.