Atlas Tools & Machinery store
A 20,000-SKU tool store that puts the deals first.
- For
- Atlas Tools & Machinery
- Role
- Senior Manager, E-Commerce & Development: storefront design, catalogue, promotions, integrations, a team of three and two agencies
- When
- 2024 to 2026
- Stack
- BigCommerce (Stencil, GraphQL), Klaviyo, Amazon integration, schema and Core Web Vitals work
The homepage as it looks today, captured in October 2026. A new team runs the store now, so promotions and sections have changed since my time.
The brief
Atlas is a Canadian tool and machinery retailer with a catalogue of more than 20,000 SKUs and customers who know exactly what they want. Three people in-house and two agencies ran the store, and every promotion depended on development time.
What I did
I ran e-commerce: the store, the catalogue, the checkout, the campaigns and the analytics. I moved the store to an API-first setup on BigCommerce and GraphQL for real-time inventory sync, connected Amazon for shared fulfilment and reconciliation, and replaced a merchandising backlog with automated workflows and validation rules.
A promotions rules engine let marketing launch offers without waiting on development, Klaviyo flows picked up abandoned carts, and the hammer builder let customers configure a tool and buy it in a single flow.
Visual concept
Roboto Condensed in bold sets headlines and prices. A condensed grotesque fits more words into a promotion banner and has the punch of tool packaging. Roboto handles everything else.
Black (#000000) and two reds (#c4251b, #e82f27) on white: the red of a sale tag and of the maple leaf in the header. Used sparingly, every red thing on the page reads as an offer.
Palette
- Black#000000
- Atlas red#c4251b
- Sale red#e82f27
- White#ffffff
Type
Display
Roboto Condensed
Condensed grotesque
Text
Atlas is a Canadian tool and machinery retailer with a catalogue of more than 20,000 SKUs and customers who know exactly what they want. Three people in-house and two agencies ran the store, and every promotion depended on development time.
Roboto
Neo-grotesque sans
The homepage, section by section
- A promotion strip, then a bar with free shipping, the store's 1954 founding and its Canadian ownership.
- A black header with search, account and cart, and the category menu.
- A hero promotion with a side banner, then deals by brand.
- Featured products, top brands as colour tiles, and a brand marquee.
- New arrivals, top categories with tool silhouettes, and deals.
- Customize Your Hammers, still with its own row.
Outcome
The revamp and the hammer builder were at the centre of the store's growth while I ran it.
- 20,000+ SKUs
- conversion up 20%
- cart abandonment down 18%
3 questions about Atlas Tools & Machinery store, answered
What was Arvind's role on Atlas Tools & Machinery store?
Senior Manager, E-Commerce & Development: storefront design, catalogue, promotions, integrations, a team of three and two agencies (2024 to 2026).
What did the work on Atlas Tools & Machinery store cover?
BigCommerce (Stencil, GraphQL), Klaviyo, Amazon integration and schema and Core Web Vitals work.
What changed with Atlas Tools & Machinery store?
The revamp and the hammer builder were at the centre of the store's growth while I ran it.
