Shopify Ecommerce Platform for Adventure Ready Brands

Adventure Ready Brands had built a broad portfolio of consumer products aimed at outdoor activities, first aid, personal protection, and preparedness. As the portfolio and digital business evolved, the company needed an ecommerce environment capable of presenting multiple brands and large product ranges without making the customer journey unnecessarily complicated.

The existing online store ran on a custom-built system that had become progressively more difficult to maintain. Continued development on that foundation would have made it harder to introduce new ecommerce capabilities and support further business growth. The company therefore decided to move to a modern ecommerce platform.

The migration was not purely a technical replacement. Adventure Ready Brands also wanted to refresh the storefront and make it easier for customers to understand the relationship between its different brands, navigate individual product lines, locate relevant products, and access detailed product information.

This was particularly important for an outdoor product portfolio in which customers may need to compare specifications or understand precisely which product is suitable for a particular activity or situation.

SaM Solutions already had experience working with the company’s digital commerce environment. Under its former Tender Corporation name, the business had previously partnered with SaM Solutions on a Magento-based ecommerce initiative focused on performance, responsive design, mobile commerce, customer experience, and expansion of website functionality.

For the new phase of its ecommerce development, Adventure Ready Brands selected Shopify as the platform for replacing the custom system and creating a more maintainable foundation for continued digital growth.

SaM Solutions handled the migration of the Adventure Ready Brands ecommerce store to Shopify while simultaneously modernizing its customer-facing experience. The project covered business discovery, Shopify development, website page development, web engineering, testing, and release.

Migration to Shopify

The central task was to move the ecommerce store away from its custom-built platform and establish Shopify as the new foundation.

The previous system had become increasingly difficult to maintain over time. Shopify gave Adventure Ready Brands a standardized ecommerce environment with an established platform ecosystem and ongoing platform development, reducing the company’s dependence on a bespoke underlying solution.

Rather than treating the migration as a simple platform transfer, the team used it as an opportunity to rethink important parts of the storefront and customer journey.

Homepage redesign

SaM Solutions redesigned the homepage to communicate more clearly what Adventure Ready Brands represents and to introduce visitors to the broader brand portfolio.

The new structure provided space for the company’s story, value proposition, partner and portfolio brands, featured products, corporate information, and access to editorial content. The intention was to give first-time visitors more context before moving them deeper into individual product categories.

Carousels were incorporated into the homepage experience to highlight different types of content, including company information and popular products.

Multi-brand navigation

Adventure Ready Brands operates a portfolio rather than a single-product ecommerce store. Navigation therefore had to accommodate both the parent company and the individual brands customers might already recognize.

SaM Solutions introduced a two-level navigation approach. One navigation area allows visitors to move between associated brand websites, while another provides access to the main site’s sections through structured menus. Visual differentiation helps customers understand which navigation layer they are using.

This structure gave the website a clearer hierarchy while preserving access to a diverse range of products and brands.

Brand-specific product discovery

The team also reorganized the way users browse products.

Individual brands received dedicated shopping areas with their own product lines, navigation, filters, and listings. Depending on the structure of a brand’s assortment, dropdown menus provide additional ways to narrow the available choices.

This approach was particularly useful for Adventure Ready Brands because different brands address different outdoor needs. Rather than forcing every customer through one undifferentiated catalog, the storefront can guide visitors through the relevant part of the portfolio.

Product page redesign

Outdoor and safety products often require more explanation than a product name and image alone can provide. Customers may need specifications, usage details, features, or other information before deciding whether an item fits their needs.

SaM Solutions therefore rebuilt the product page with additional space for detailed product information. Related content was organized into separate tabs, making more information available without overloading the initial page view.

The revised layout gives shoppers a more structured way to evaluate products while giving Adventure Ready Brands greater flexibility in presenting detailed product content.

Product comparison

Some products in the company’s portfolio serve similar purposes or have overlapping characteristics. To make those choices easier, SaM Solutions implemented product comparison functionality.

Customers can add relevant items to a comparison list and view them together in a dedicated comparison interface. Product details are displayed side by side, enabling shoppers to evaluate differences without repeatedly moving between individual product pages.

The feature is especially useful where several products address a similar use case but differ in specifications or other characteristics.

Customer account improvements

SaM Solutions also reworked the customer profile area.

The redesigned account page received a more informative dashboard and additional sections for customer information. Existing tabs were expanded and reorganized so that useful account details could be accessed in a clearer structure.

This made the account environment more functional and brought it in line with the wider storefront redesign.

Shopping experience redesign

The breadth of the Adventure Ready Brands portfolio created another UX challenge: customers needed to remain oriented while browsing products belonging to different brands.

The team redesigned the shopping interface with additional visual and functional elements intended to make movement through the catalog more straightforward. The work complemented the new navigation, brand-specific catalog structure, search experience, filters, and redesigned product pages.

Instead of focusing on isolated screens, the project addressed the route from initial brand discovery through product research and comparison.

Testing and release

The engagement covered more than design and development. SaM Solutions’ documented project stages included business discovery, Shopify development, website page development, web engineering, testing, and release.

The delivery team consisted of one project manager, two Shopify developers, one DevOps specialist, and one QA engineer, with the overall engagement lasting five months.

SaM Solutions successfully migrated Adventure Ready Brands from its difficult-to-maintain custom ecommerce system to Shopify, providing the business with a modern platform for its continued digital development.

The migration also became an opportunity to improve how the company’s broad brand and product portfolio is presented online. A redesigned homepage gives visitors a clearer introduction to Adventure Ready Brands, while the new navigation structure makes it easier to move between the corporate environment, individual brands, and relevant product lines.

Rebuilt product pages provide more room for detailed information, and brand-specific catalogs, filtering, search improvements, and product comparison functionality help customers evaluate a diverse range of outdoor products more efficiently.

The project also created a stronger technical basis for future ecommerce development. Instead of continuing to invest in an increasingly difficult-to-maintain proprietary platform, Adventure Ready Brands moved to an established ecommerce ecosystem with ongoing platform updates and functionality that could support its evolving requirements.

The Shopify project continued a broader ecommerce relationship between SaM Solutions and the company. In an earlier engagement, when the business operated as Tender Corporation, SaM Solutions had helped introduce Magento ecommerce functionality, responsive desktop and mobile experiences, targeted content, and third-party extensions. That earlier project enabled Tender Corporation to expand website functionality and product lines without sacrificing performance.

Today, Adventure Ready Brands operates an international portfolio whose products are sold in more than 55 countries, while its corporate ecommerce website runs on Shopify.