Apex Lab
Superfoods and professional kitchen tech, curated for people who don't settle on quality.
What was at stake
Four premium brands under one roof with genuinely incompatible logistics — frozen açaí purée on the same storefront as a professional gelato machine. Get the architecture wrong and a curated shop reads as a warehouse clearance, and these baskets are far too large for a buyer who isn't convinced.
What it needed
- Give four distinct brand lines room to keep their own identity inside a single store
- Carry storage and handling conditions through the journey — frozen goods and kitchen equipment cannot be sold the same way
- Give a high-consideration buyer a human to ask before they spend
- Hold the basket together at checkout, where higher-value orders lose people
How we delivered
- Catalogue architecture giving Sambazon, Mazzoni, TooA and Heinzelmann each their own presence inside one store
- Custom Velo development for product behaviour the platform doesn't ship with
- Product variants that carry storage and shipping conditions all the way through to checkout
- WhatsApp support wired directly into the buying journey rather than buried on a contact page
- Checkout tightened specifically against drop-off on higher-value baskets