Case study · Tabletop gaming

Warmachine

The official store for Warmachine, the tabletop miniatures wargame. Three trade stores and a brand inside a wider consumer store became one Shopify store serving retailers and players worldwide.

Visit the store

Services: Migration, B2B, build, integrations
Platform: Shopify · B2B
Markets: UK, US, EU
Products: Physical, print on demand and digital

3 → 1

Trade stores merged into one branded store

B2B + D2C

Retailers and players served from one store

Worldwide

International sales across multiple selling locations

3

Product types sold side by side: physical, print on demand, digital

The brief

One store for retailers and players.

Warmachine is a fast-paced tabletop miniatures wargame with players around the world. Its trade customers were spread across three separate B2B stores, and its consumer range sat inside a wider store shared with other brands.

The goal was one branded Warmachine store that does it all: a better experience for retailers and players alike, and less admin for the commercial team running it day to day.

What was holding it back

01
Four stores, one brand
Trade customers split across three B2B stores, with consumer sales inside a shared store.
02
No home of its own
Warmachine sat inside a wider consumer store instead of having a branded site.
03
A stretched trading team
Several stores to run meant more work for the commercial team.
04
Mixed product types
Physical stock, print on demand and digital products all needed to sell from one place.

What we did

01
One store for B2B and D2C
Three B2B stores and the Warmachine range from the consumer store migrated into one new Shopify store, with customers and products carried across.
02
Trade and retail side by side
Retailers and players shop the same store, each with an experience built for how they buy.
03
Physical, print on demand and digital
A mix of product types created or migrated, all selling from one catalogue.
04
Selling worldwide
International sales set up, with stock across multiple selling locations.
05
Connected tools
Reviews, Gorgias for customer service and Klaviyo for email, all linked to the store.
06
Custom checkout and order flows
Custom checkout blocks and purpose-built flows to support the trading team's order admin.