A refined Shopify experience that scales with Howies’ growing brand, products, and loyal customer base.
Howies Hockey Tape has built a loyal following by doing the fundamentals exceptionally well—but as the brand has grown, their digital experience hadn’t kept pace with the expectations of modern players and teams. The existing e-commerce experience made it difficult to quickly find the right products, understand variations, and move through checkout efficiently—especially for customers who know exactly what they need and want to get in and out fast.
We set out to simplify the buying experience from the ground up. That meant organizing a deep and sometimes repetitive product catalog in a way that felt intuitive, reducing friction across key touchpoints, and creating a faster, more streamlined path to purchase. At the same time, we wanted to elevate the brand—bringing more clarity, consistency, and energy to how Howies shows up online.
The result is a refined Shopify experience that balances performance with personality. It’s built to support loyal customers who buy in bulk, first-time buyers discovering the brand, and everyone in between—making it easier than ever to find the right tape, trust the product, and get back on the ice.
Task: Build an easy-to-build Box-Builder.
Howies Hockey Tape has built a loyal following by excelling at the fundamentals—but as the brand has grown, its digital experience hasn’t kept pace with the expectations of modern players and teams. The existing e-commerce experience made it difficult to quickly find the right products, understand variations, and move through checkout efficiently—especially for customers who know exactly what they need and want to get in and out fast.
We set out to simplify the buying experience from the ground up. That meant organizing a deep, sometimes repetitive product catalog in a way that felt intuitive, reducing friction at key touchpoints, and creating a faster, more streamlined path to purchase. At the same time, we wanted to elevate the brand—bringing more clarity, consistency, and energy to how Howies shows up online.
Two Stores. Two Countries. One Shopify Build.
Howies Hockey Tape has built a loyal following by excelling at the fundamentals, but as the brand has grown, its digital experience hasn’t kept pace with the expectations of modern players and teams. The existing e-commerce experience made it difficult to quickly find the right products, understand variations, and move through checkout efficiently, especially for customers who know exactly what they need and want to get in and out fast.
Josh - Director of Marketing
