FishArmor USA

FishArmor builds sonar shuttles for ice fishing, and it sells them three ways at the same time: straight to anglers, wholesale to dealers, and at a discount to military buyers. One storefront had to handle all three without any of those buyers seeing a price that was not theirs.

One store, three kinds of buyer

Dealers sign in and see wholesale pricing that nobody else does. Military discounts are gated behind ID verification, so the lower price only appears once the buyer has actually been verified. Everyone else just sees retail and never knows the rest is there.

On top of that: a dealer locator on a Google map so an angler can find the nearest shop carrying the line, and side-by-side comparison of the shuttles, because the real question a customer has is which one, not whether.

The job does not end at checkout

We built a dealer fulfillment portal alongside the store, so orders coming out of checkout have somewhere to go and someone to work them.

The theme carries 120 custom elements built up over the years, and none of them are decoration ... each one exists because the store had to do something the platform doesn't do out of the box. An angler, a dealer, and a military buyer can all land on the same page and each one sees the store that's his.