Case Study
Svel Goods: a Shopify theme built for thermal rolls, sheets, and wholesale poly mailers
Svel Goods sells thermal shipping labels, blank laser sheets, poly mailers, and wholesale packaging, so the storefront had to make size, core, and bulk pricing decisions feel effortless for high-volume shippers.
The brief
Svel Goods carries a deceptively technical catalog: 4" x 6" and 3" x 2" thermal rolls on a 1" core, 8.5" x 5.5" half-sheet laser labels, blockout full-sheet labels, poly mailers, and wholesale boxes. A warehouse buyer ordering a thousand labels needs to confirm the exact size, core, and printer format in seconds, not parse a wall of near-identical SKUs. The store also had to carry 30+ years of trust and ISO 9001 credibility into a modern Shopify front end.
- Near-identical label SKUs (size, core, sheet vs roll, laser vs thermal) are easy to confuse and order wrong
- Retail buyers and wholesale accounts need different paths through the same catalog without two separate stores
- Decades of offline reputation (ISO 9001, Unilever, 30+ years) had to read as credible online, not as filler badges
What I built
Gencer Karakaya built a full custom Shopify theme around how shippers actually buy labels. Product variants are modeled on the real specs (label size, 1" core, sheet vs roll, laser/inkjet vs thermal) so a buyer picks dimensions the way they read a spec sheet. Collections split the catalog cleanly into Labels, Poly Bags, Boxes, and Wholesale, and the blockout and pre-printed lines get their own merchandised space rather than being buried in a generic grid.
- Liquid variant logic surfaces label size and core as the primary selectors, so 4x6 thermal rolls never get confused with 8.5x5.5 laser half-sheets
- Dedicated Wholesale collection and bulk-pricing pathway runs through the same catalog, keeping high-volume buyers and retail customers on one storefront
- Trust signals (ISO 9001, 30+ years, same-day dispatch, money-back guarantee, Unilever) built as reusable theme sections placed where buyers hesitate
- Free-shipping-over-$50 messaging and customer testimonials wired into the theme so social proof and incentives render on collection and product pages
FAQ
How does the storefront stop buyers from ordering the wrong label?
The product variants mirror the real specs (size, 1" core, sheet vs roll, laser vs thermal). Buyers select dimensions the way they read a packaging spec, so a 4" x 6" thermal roll is never mistaken for an 8.5" x 5.5" laser half-sheet at checkout.
Does Svel Goods serve wholesale and retail from the same Shopify store?
Yes. Gencer built a dedicated Wholesale collection and bulk-pricing path into the same theme, so high-volume warehouse buyers and one-off retail customers move through a single catalog without needing two separate stores to maintain.
Was this a custom theme or an off-the-shelf one?
It is a full custom Shopify theme. The label-buying flow, collection structure for Labels, Poly Bags, Boxes, and Wholesale, and the reusable trust and testimonial sections were built in Liquid specifically around how shipping-supply buyers shop.