DutchRusk

A front door that tells a trade buyer where to start.

The homepage leads with the product itself, a full-width spread of the confectionery DutchRusk is known for, and a single clear route into the range.

Below it, a trust strip sets out what matters to a retailer: reach across the country, express delivery, weekday customer service and value. New arrivals, a search panel for confectionery, drinks and gummies, and shortcuts by collection and by brand get a buyer to the right shelf in one tap.

New trade customers are handled right on the page too, with the credit application and direct debit forms one click away.

Built for reordering, not browsing.

Trade buyers know what they want. Every collection opens with a category filter down the side and a sort control above the grid, so a buyer can narrow a range from hundreds of lines to a handful in seconds.

Each product card carries everything needed to order without opening the product: brand, product code, live stock, the account's trade price, and the pack sizes it comes in. Choosing Block, Outer or Shipper and adding to cart happens right there on the card.

On a phone, the same filters collapse into a single Filter and sort drawer, so a store owner can place a restock order from the shop floor.

Pack size, stock and price, answered before they are asked.

The product page keeps the decision simple. Pack size is the first choice, with each option spelling out what it contains, so nobody orders a single bag when they meant a shipper.

Live stock sits right under the price, and the SKU is on the page for buyers who order by code. Everything a trade customer needs is above the fold, next to a clear add to cart.

The same trade store in a pocket.

The mobile store keeps filtering, pack sizes, stock and trade pricing intact rather than hiding them behind extra taps, so a restock order works as well on a phone as it does at a desk.

A custom app that gives every customer group its own store.

Shopify's B2B catalogs set prices per company, but DutchRusk needed more control than that: which products, which variants and which pack sizes each customer is allowed to see and order. So we built the DutchRusk Catalog Manager, a private Shopify app that sits inside their admin and runs the rules for every account.

The team sets rules once per customer group, then adds exceptions per customer where a deal is different. A convenience store chain, a cafe and a school canteen can all shop the same storefront and each see a range, a set of pack sizes and prices that are theirs.

Sign in with a password or a code, and switch stores in one tap.

DutchRusk's retailers came from an older wholesale site where they signed in with a username and password. Shopify's standard B2B sign-in sends an emailed code every time, and many owners run several stores, each with its own account, so the standard flow meant logging out and waiting for a new code every time they changed store.

We built DutchRusk its own sign-in on Shopify Plus, running as a secure identity provider inside the Catalog Manager. Retailers can sign in with their password or an emailed one-time code, whichever suits them, and a device they have already verified is remembered.

Built around how each trade customer actually buys.

The custom work goes well beyond pricing. Everything a buyer sees is decided per company and per customer group, on the server, before the page is drawn, so the store never flickers, jumps or shows the wrong range.