Background
Javson Sports is a family-owned Australian combat sports equipment brand selling gear for boxing, MMA, martial arts, fitness, and weight lifting. They had a Figma design ready but no live Shopify store — and a requirement that made the project significantly more complex than a standard theme build: they needed a full B2B wholesale channel running alongside the retail store from day one.
The Problem
The brand needed a pixel-perfect implementation of their Figma design on Shopify — a large, deeply nested catalogue across 6 sport categories and 60+ sub-collections. But beyond the retail store, they also needed a complete B2B system: gyms, clubs, online resellers, schools, government bodies, and distributors across Australia needed to be able to apply for wholesale accounts and access trade pricing without any manual back-and-forth.
What Was Built
Custom Shopify theme from Figma
The design was converted into a fully custom Shopify theme built on Dawn v11.0.0, matching the brand’s bold lime-green and black identity. The retail storefront includes:
- Dynamic announcement bar, hero slideshow, and animated marquee trust strip
- Countdown timer for featured products
- Category grid across 6 sport verticals with 60+ nested sub-collections
- Best sellers carousel with sale and best-seller badge overlays
- Customer reviews carousel via Judge.me
- Loyalty rewards integration via Smile.io
- Custom mega-menu navigation covering the full product hierarchy
B2B wholesale portal
A complete wholesale system was built directly into the same Shopify store — no separate platform or app required. The wholesale portal includes a dedicated landing page, a custom registration form collecting business name, ABN, phone, and business type (gym owner, retailer, distributor, school, government, etc.), and a structured application flow. Wholesale accounts are granted access to trade pricing upon manual approval.
Nine buyer segments are supported: club owners, retailers, distributors, online resellers, gyms, fitness centres, army and police, schools, and universities.
Results
- Two revenue channels — retail D2C and B2B wholesale — launched simultaneously from a single Shopify storefront
- 60+ product collections across 6 sport verticals, all navigable via the custom mega-menu
- Wholesale portal live on day one, enabling gyms and distributors to self-apply without any developer or admin involvement
- Store is live at javsonsports.com.au, actively taking retail and wholesale orders across Australia