How do you make a supplier with 500+ products feel like a premium European interiors brand, while still letting a procurement manager reorder by SKU in seconds?
That was the question SC Hospitality brought to Omni Themes. In his brief, Hugo, the business owner, described the brand he wanted in one line:
“We want the brand to feel luxurious, sophisticated and design-led, while still being approachable and highly functional for professional buyers.”
– Hugo from SC Hosipitality
This is the story of how we turned that line into a live Shopify store on the Eurus theme. And by the time the store was live, Hugo was already back, buying Eurus again for his next website.
Since 1977, SC Hospitality has supplied New Zealand’s hospitality industry. A family-owned business for 30 years, it brings two generations together to deliver a carefully curated range of world-renowned tabletop brands, from glassware and dinnerware to cutlery and table accessories.
Rather than simply selling products, SC Hospitality works closely with chefs, restaurateurs, hotels and designers to find the right pieces for each venue.
As Hugo put it, the goal is to be “like a partner in creating exceptional hospitality venues, rather than simply another company selling hospitality supplies.“
>>> Visit SC Hospitality
SC Hospitality’s customers do not all shop the same way. Hugo described two very different buying behaviours:
There is also a third group: customers who know the look they want but not which product delivers it. They need guidance more than a checkout button.
Hugo came to us with three clear expectations:
Hugo found Eurus on the Shopify Theme Store and chose it for its strong reviews, comprehensive features and speed. But what he was really looking for went beyond a theme. He knew his business inside out, yet he was honest about the part he could not do alone:
“I would love to have your professional expertise on how we should lay out our website, as you can see from my current website, I have no idea.”
This is where Omni Themes offers more than a product. With Eurus, merchants get a complete solution that supports them at every stage, from choosing the right theme to setting up the store and running it day to day:
Hugo trusted the process from the start. He set no deadline, and simply wanted a website both sides would be proud of:
“I am happy to wait as long as it takes to curate a website both you and I are happy with :)”
The first job was to make SC Hospitality look like what it is: a curator of the world’s best tabletop brands, not a wholesale warehouse.
Hugo wanted deep plum because it felt luxurious. We used it selectively: the header, mega menu, headings, and key buttons. Everything else sits on warm neutrals, so product photography has room to breathe. Used everywhere, a dark colour feels heavy. Used with care, it feels premium.
As Hugo put it, his brands “bring customers in without us even trying.” So we built the homepage to let them lead:
A luxury brand tells its story everywhere, so we made sure SC Hospitality’s story does not stop at the homepage. On collection pages, products are presented through the story of their range. Even a collection of 262 dinnerware products feels like a curated gallery rather than a price list.
Storytelling is also woven seamlessly into product pages, with specialist-style descriptions, clear spec tabs, and a brand story block that give designers inspiration and buyers the specifications they need.
Some of the most important design decisions were about what not to add. No countdown timers. No crowded sale badges. No pop-up promotions. Animations are kept subtle. Clearance products live in their own section, so discount messaging never touches the core collections.
SC Hospitality’s homepage says it best: Professional support, without the wholesale feel. Every B2B feature on the store is built with Eurus’ native features. No extra B2B apps, no custom development, and every feature styled to match the luxury look.
The need: Hugo wanted clear Trade Login and Apply for Trade Account pathways across the site, without making it feel wholesale-focused.
The solution: Instead of a separate wholesale portal, our team turned a simple Rich text section into a Trade & Hospitality gateway on the homepage, with two clear routes. Existing customers go straight to Trade Login, while new ones click Apply for Trade Account and land on a short application form. For new venues, the Wholesale Access button in the header leads to the same form from any page, while everyday customers keep browsing as usual.
The need: Trade buyers who already know what they need should not have to open every product page. And many products must be ordered in multiples of 6 or 12.
The solution: The Quick Order List shows products in a clean table with SKU, stock status, quantity, price per unit, and line total. Buyers set quantities for several products and add everything to the cart at once.
Pack rules are built right into the quantity field. Each line shows its minimum, increment, and maximum (for example, Min: 6 · Increase: 6 · Max: 1000), so a carton of 6 is never a surprise at checkout.
The need: Project buyers specify hundreds of pieces for a single venue, so pricing has to reward volume, clearly.
The solution: A volume pricing block on the product page lists every price tier, from 6+ up to 192+ items. A progress bar shows which tier the buyer has unlocked and how close the next one is. It sits right under a plain note on how the product is sold, such as Sold in cartons of 6.
The result is honest, transparent pricing that encourages larger orders, without a single sale badge.
Luxury can easily feel distant. B2B can easily feel complicated. The final layer of the design makes sure SC Hospitality feels neither.
The need: With hundreds of products across dozens of brands, Hugo asked for a navigation system that makes a large catalogue easy to explore without overwhelming anyone.
The solution: Two mega menus, one for each way of shopping:
Tree menu organises products by category: Tabletop & Dining, Glassware and Bar, Kitchen, Lighting and Interiors, each opening into clear sub-categories like plates, bowls, knives or pepper mills.
Tabbed menu lists every brand on the left. Hover over one, and its collections appear with product images, so designers can browse visually from the very first click.
The need: Hospitality buyers rarely buy just one item. When someone looks at a wine glass, they often need the matching champagne flute, water glass, or tumbler too.
The solution: A Related products section at the bottom of each product page suggests matching items, such as other glasses from the same Zwiesel range. A Recently viewed tab sits next to it, helping buyers jump back to products they were comparing.
Small details that make shopping easier:
The project followed our standard Free Design Consulting process, with every step shared openly with Hugo:
Hugo’s brief made a real difference. It was one of the most detailed we have received, which allowed our team to make the right design decisions from day one.
SC Hospitality now has a store that looks the part and works the part. Designers get an inspiring, editorial experience. Trade buyers get the tools to order in bulk, quickly and confidently.
And the numbers came quickly. When we asked Hugo to share his first results, he was happy to, because, in his words, “you and your team did such a great job on my website.”
Comparing the first month on the new Eurus store with the month before launch:
+111.97%
Total sales
+41.64%
Average order value
+41.18%
Conversion rate
+42.66%
Sessions
Traffic grew, but sales grew much faster. More visitors became buyers, and each order was worth more. That is exactly what the B2B layer was built for: volume pricing that rewards larger orders, and a Quick Order List that makes bulk buying effortless. Returning customers grew as well, a promising early sign as trade buyers settle into the new store.
Not long after his store went live, Hugo got back in touch with our team. He was building a second website and was browsing Shopify themes. His first question was not about features. It was about us:
“Just wondering if I did decide to go with Eurus, are you still offering the complimentary theme design?”
Shortly after, he confirmed:
“I have now purchased the Placid preset on the Eurus theme.”
Hugo came back for the same theme and the same free design service. For a business that values long-term relationships over one-off transactions, that decision says even more than the numbers do.
Working with SC Hospitality was a chance to prove that a hospitality supplier can feel as refined as the brands it represents. Thank you, Hugo, for trusting us with your store, and for coming back for the next one.
If you are planning a new store or a redesign, Eurus comes with free design consulting and setup. Let’s build something you are proud of.
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