Setwear makes the gloves and gear that film crews have treated as standard issue for years. The brand equity was already there. The distribution was not: the catalogue lived essentially in one place, while the audience had moved across Google Shopping, Meta and TikTok Shop.
The work was less about redesigning a store and more about getting a large, technical product catalogue to behave correctly on every channel at once — consistent titles, correct attributes, clean feeds, and no drift between platforms as the range changes.
We built the channel strategy around a single source of truth for product data, then adapted it per platform rather than maintaining separate catalogues by hand.
We audited the existing catalogue for the issues that quietly suppress reach — missing GTINs, inconsistent naming, attribute gaps, and variant structures that read as duplicates to Merchant Center. That audit set the order of work.
Product pages were restructured so the data each channel needs is captured at the source, which removed the manual reformatting step that had been making feeds go stale between updates.
Presentation was kept deliberately close to the brand crews already recognise — utilitarian, high-contrast, built for people scanning specs rather than browsing for inspiration.
WordPress and WooCommerce with custom theme and plugin work, feeding Google Merchant Center, the Meta catalog and TikTok Shop. Meta Ads and Google Shopping run against the same feed, and SEO, AEO and GEO work covers the organic and AI-answer side of the same catalogue.
