Modernizing a Long-Running and Successful Family Business


Case Study

B2B Tool and Part E-Commerce
United States

Goal, a major provider of power tool, construction, and woodworking tool parts, desperately needed a new website for over 500,000 products. Key goals included performance, scalability, and longevity.


In business for over 75 years is a family company that has served the power tool, construction and woodworking communities for more than 75 years. They offer a huge inventory of tool parts, accessories, power tools and woodworking and construction equipment — distributing this range globally.

They also pride themselves on the company’s deep experience and superior customer service, with their motto being “big time experience, small town service.”


Outdated ecommerce website with 500,000 products

The company’s website was built on a very outdated platform and this was in desperate need of modernization. But unlike most modernization projects, this was complicated by the fact they have over 500,000 products available to buy and a lot of existing web traffic to handle.

The marketing team also lacked insight into visitor and customer behavior, so the site suffered from lower conversion rates than would be expected.

This was a mission-critical project, and we had a lot of concerns going into it. From the very beginning, it was clear that the DevSquad knew exactly how to handle it so our website would come out better in the end, without losing any revenue in the meantime.
Amy Neely
Owner of
double quotes


Website modernization and migration

We completely rebuilt their website from scratch, seamlessly migrating over 500,000 products, diagrams and a huge client list to the new site. And we put in place a robust structure to ensure the site didn’t lose performance when handling high volumes of traffic.

And to help the marketing team promote the right products to the right people at the right time, we built business intelligence tools to provide valuable customer insights.


More conversions than ever

With improved frontend design, the use of new email auto responders, and a better e-commerce experience (including upsell strategies), we helped to improve their conversion rates.

Key skills DevSquad offered

Ball Circles
Project Rescue
Architecture Strategy
Product Migration
UX Design
Website Development
Internal Tool Development
Fully Managed Process