How The4 rebuilt the homepage of a B2B wallcovering supplier for architects, not shoppers
Store: www.kubeswinson.nz
Kube Swinson supplies commercial interior finishes. Think wallcoverings, wall protection and acoustics, along with curtains and upholstery. It doesn't sell online. Architects and specifiers use the site to browse ranges and order samples. The client asked The4 to redesign the store in stages, starting with the homepage and the wall protection collection page.
The Challenges
The old homepage was mostly a list of collections. You could see what the company carried. Nothing on it explained who the business was for or why a specifier working on a hospital or hotel project should trust it with the job. A good brand history existed, but it sat on the About page where few visitors would find it. That had to change.
- Write for professional buyers. The goal's a sample request or a consult, not a checkout, so retail tactics like discount pop-ups had no place here.
- Work within a limited budget. The client asked to go in stages and start with the pages the sales team needed most.
The Solutions
Kube Swinson carries products from more than one supplier, and the site had to work for all of them. So the layout follows the buyer, not a brand. A specifier lands on a category, narrows it down by use case, then picks a range. There's no cart anywhere. Each page points to a sample request or a consult instead. Phase one was built on Shopify with the Kalles theme by The4 and EComposer.
A homepage that answers the specifier's questions
Up top, the hero tells you straight away what Kube Swinson does, with two buttons: Explore Products or Request a Consult. Scroll a little, and you hit the numbers the client gave us, then a block for each product family and a quick look at wall protection. Further down, client logos sit under tabs for hospitality, healthcare and retail. We pulled the company history off the About page and turned it into a small timeline, 1979 to 2026. The page closes on Request a Consult. For this kind of buyer, that first meeting is usually where the deal begins.
A wall protection page sorted by the problem
The collection page pulls together wall protection ranges from a few different suppliers. Nobody picks wall protection in the abstract. It's chosen for one building, often one corridor, so we lead each range with the job it does: taking hits from trolleys, say, or surviving hospital disinfectant every day. The brand name comes after that.
The Results
The4 designed and built both phase one pages. A first-time visitor now sees what Kube Swinson does and who it has worked with, then finds a clear way to ask for a sample or a meeting. One scroll covers it. The phased plan leaves room for more collection pages and product pages later.
Conclusion
A B2B supplier doesn't need a full rebuild on day one. This client didn't ask for one. Start with the pages your sales team sends people to, write for the professional buyer, and grow from there. This kind of staged project is a regular part of our work.
Running a B2B or sample-led store on Shopify? Explore The4's Shopify services or browse more The4 projects.
