TYR Teams
Migrate their eCommerce operations to Shopify Plus
Teams TYR is the dedicated team-sports division of TYR, a global leader in high-performance swimwear and sports gear. They provide custom apparel and equipment solutions tailored to swim teams, coaches, and athletes.
UI/UX
Shopify Development
Shopify B2B
The Project
We partnered with TYR to migrate their eCommerce operations to Shopify Plus, building a sophisticated B2B platform designed to streamline custom gear ordering. The project focused on transforming complex team-based purchasing into a seamless digital experience, featuring custom product previews, automated team assignments, and a robust approval workflow for custom branded gear.
The Challenges
Custom Product Complexity: Developing a way to offer custom team products with dynamic image previews and specific variant customization.
Complex B2B Workflows: Automating the assignment of users to specific teams (companies) upon registration to ensure they see the correct branding, collections, and catalog.
Approval & Fulfillment: Implementing a system to allow the TYR team to review and approve custom product mockups before moving to production and fulfillment.
Parity & Scalability: Recreating complex, data-heavy page designs that ensure brand parity with the main TYR.com B2C site while supporting unique team-level requirements.
Our Solution
Custom Metaobjects and Metafield Architecture
To handle the unique demands of custom team gear, we leveraged Shopify’s advanced B2B infrastructure alongside a custom metaobject and metafield architecture. This allowed us to enable granular control over product variants, ensuring only specific, team-authorized items could be customized. By utilizing metaobjects to store team-specific data, we created a dynamic experience where the site content—from homepage collections to account-page welcome messages—automatically adjusts based on the user’s assigned team.
Automated registration and team assignment
A core requirement of this build was eliminating manual overhead in the B2B registration process. We engineered a streamlined registration workflow that instantly assigns users to their preloaded company profiles within Shopify. This automation ensures that once a user logs in, they are immediately presented with their team’s curated collections and custom branding, removing the friction typical of traditional approval-heavy B2B portals.
Streamlined fulfillment and quality assurance
To bridge the gap between design and production, we implemented a custom order-approval feature. By attaching custom image URLs and metadata directly to order line items, we provided the TYR fulfillment team with a clear, visual record of every custom order. This allows internal stakeholders to review and approve designs before they are sent to the printing and fulfillment center, ensuring accuracy, minimizing errors, and maintaining the high-quality standards expected from the TYR brand. This project underscores our ability to tackle complex B2B logic and deliver scalable, high-performance solutions within the Shopify Plus ecosystem.