A catalog built for depth
7,500+ products organized the way the trade buys them: 400+ on-trade wines split by red, white, rosé, sparkling, fortified and dessert, 400+ spirits by category, then beers, ciders and soft drinks.
Case studies · B2B wholesale
Lioncroft Hospitality — trade ordering for 7,500 products
A trade catalog and account-based ordering portal for a Birmingham food and drink supplier stocking 7,500+ products across 200+ brands.
The problem
Where it started.
Wholesale ordering usually happens over the phone, a PDF price list and a rep's memory. Lioncroft supplies bars, restaurants, stadiums, hotels and leisure venues across the West Midlands — thousands of lines across wine, beer, spirits and soft drinks — and needed the catalog to be browsable and orderable by trade accounts without a call.
The work
What we built.
Trade accounts
Registration, approval and login, so pricing and ordering sit behind a real account rather than being public.
Ordering made easy
Cart and checkout designed for repeat trade baskets rather than a one-off consumer purchase.
Brand-led merchandising
200+ brands surfaced as their own routes into the catalog, plus promotional slots for supplier campaigns.
Register-your-interest capture
A route in for venues not yet trading with Lioncroft, feeding the sales team.
The people behind it
A team section, because in wholesale the rep relationship is still the product.
Gallery
A look at it.
Process
How we ran it.
- 01
Learned the buying pattern
How a venue actually reorders, and what a rep does that software should not replace.
- 02
Structured the catalog
Categories agreed against the real product list before any design.
- 03
Built the account layer
Registration, approval and the ordering flow behind it.
- 04
Launched and handed over
Trained the team to manage products, brands and promotions.
Outcome
What changed.
7,500+Products in the trade catalog
200+Brands stocked and merchandised
10KOrders placed online
Our customers ordered by phone, off a PDF price list, and half the job was a rep remembering what a venue bought last month. Ten thousand orders later they place them themselves, at whatever hour suits a kitchen. It took two months to build and it changed how the business runs.
Dr Jason Wouhra O.B.E, CEO, Lioncroft Hospitality
Stack
Built with.
- Laravel
- PHP
- MySQL
- Bootstrap
- jQuery
- Apache
Got a problem
shaped like this one?
Thirty minutes on your process. We'll tell you what we'd build first and what we'd leave alone.
Book the call→Or email hello@devjunction.co