Great Star Tools
Two Legacy Hardware Brands, One Sleek New Digital Home
The Challenge
Great Star Tools, parent company of iconic hardware brands Arrow Fastener and Goldblatt Tools, needed to consolidate two legacy brand experiences into a modern, unified digital platform. Each brand had decades of product catalog history, loyal professional customer bases, and distinct brand identities that needed to be preserved.
The existing sites were outdated, difficult to navigate, and failing to convert the significant traffic coming from professional contractors and serious DIYers searching for specific tools.
The Results
The unified platform delivered significant organic traffic growth through improved SEO architecture and content optimization. Conversion rates improved substantially as professional users found the detailed product information they needed to purchase confidently.
Operational overhead dropped significantly by eliminating redundant systems, and paid search campaigns for both brands achieved significantly better ROAS through shared learning and unified data.
Platform: BigCommerce Migration
We migrated both Arrow Fastener and Goldblatt Tools onto BigCommerce, taking advantage of the platform's enterprise catalog APIs, multi-storefront capabilities, and B2B-friendly architecture to host two distinct brand experiences on a single, modern stack.
BigCommerce's headless flexibility let us preserve each brand's identity while consolidating product management, search, and checkout, dramatically reducing operational overhead for the Great Star team.
Unified Brand Architecture
We designed a unified platform architecture that housed both Arrow Fastener and Goldblatt under one technical roof while maintaining distinct brand experiences. Shared infrastructure for product management, search, and checkout reduced operational complexity while each brand retained its unique visual identity.
Professional-grade product pages featured detailed specifications, application guides, compatibility charts, and video demonstrations that serious tool users need to make confident purchasing decisions.
Screenshots
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Services & Packages Behind The Work
The capabilities and productized engagements we used to deliver this outcome, available for your brand.
Related Services
Site Builds
Replatforming, theme builds, performance optimization.
CRO & UX
Conversion testing, UX research, redesigns that move metrics.
Search Advertising
Google, Bing, and shopping campaigns built for ROAS.