OVERVIEW
Lamiglas, a 75-year-old rod maker moved to Shopify without losing a dealer or a URL.
Lamiglas sold through dealers and a WooCommerce store that nobody could update. We moved 2,400 URLs and 1,200 SKUs to Shopify and brought the dealers online.
75 yrs
Rod maker since 1949, now on Shopify
2,400
URLs mapped 1:1 in the redirect plan
1:1
Dealer locator and catalog carried over
“Every dealer link, every rod series and every old URL had to keep working on day one. That was the brief.”
Project note
Creative Labs · lamiglas.com
01
About the project
A heritage brand with a catalog that ranked and a WooCommerce site that was holding it back. We migrated everything to Shopify, protected every URL, and gave dealers a way to order online.
The result of our work was 2,400 URLs redirected · 0 rankings lost · +63% organic sessions · 61% of dealer orders online in month one.
Client
Lamiglas
Industry
Fishing rods · B2B dealers
Platform
Shopify
Services
WooCommerce migration · Redirect map · Theme build · Shopify B2B · SEO
Timeline
2024 – 2025 (ongoing retainer)
02
The challenge
Seventy-five years of catalog, dealers who ordered by email, and a WooCommerce store that ranked for the terms that mattered and could not be touched without breaking.
The brief was simple and hard: move everything, change nothing that ranks, and make it easier for dealers to buy.
“Every page that ranks is a dealer’s customer finding us. We could not afford to lose one.”
Marketing Director @Lamiglas
A catalog that ranked
2,400 URLs with clicks and backlinks across models and series.
Dealers on email
Orders came as PDFs and phone calls; price lists lived in spreadsheets.
A site nobody could edit
Plugin conflicts meant every change was a developer call.
Data in the wrong shape
Rod specs in custom fields that had to become variants and metafields.
03
How it started
It started with a URL inventory. We crawled the site, merged Search Console and backlinks, and showed Lamiglas exactly what would move and what would not change.
With the redirect map agreed before design, the team had the confidence to approve the full migration and the dealer portal.
Haniel Singh · Creative Labs
Free store audit · 3 min Loom
1. 2,431 URLs live; 612 have clicks or backlinks and must keep or 301 one-to-one.
2. Rod specs are in 14 custom fields; map to metafields and filterable variants.
3. Dealers need price lists and net-30: Shopify B2B, no second store.
Watch the 3-minute audit04
Finding the direction
One rule for the design: the rod is the hero. Specs and series navigation do the work; lifestyle sits behind.
We locked the collection and PDP templates first, since they carried the rankings.
05
What we built
Six moves, from a faster storefront to flows that bring shoppers back.
URL INVENTORY
Every page accounted for
2,431 URLs listed, 612 flagged must-keep, one 301 each.
DATA MIGRATION
Specs as data, not text
14 custom fields became metafields and filterable options via the Admin API.
THEME BUILD
Collections that rank
Series pages with filters, specs and schema, rebuilt from the ranking pages up.
SHOPIFY B2B
Dealers order online
Company accounts, three price lists, net-30 and reorder from history.
SEO PARITY
Titles, schema, sitemap
Carried page by page; sitemap submitted at cutover.
30-DAY WATCH
Rankings tracked daily
Positions and 404s checked every morning for a month.
06
The result
Over fourteen weeks we moved a heritage catalog without losing a ranking and gave the dealer network a store. Organic sessions grew because the structure finally matched the catalog.
Measured against the 90 days before launch. Numbers are placeholders pending client sign-off.
0
Rankings lost
+63%
Organic sessions
61%
Dealer orders online, month one
KEEP READING
More case studies
Planning something similar? Browse more Shopify work or see pricing.
+41% conversion for a golf-bag brand on Shopify Plus
View case study →
+21% checkout completion for a weighted-blanket brand
View case study →
61% of dealer orders online for a marine-parts brand
View case study →
You've reached the end, so now…
Tell us what you're selling.
Send us your store. Within one business day you get a short Loom from a senior: the three things we'd fix first, what it would cost, and whether we're the right team for it.
- No pitch deck, no discovery-call theatre
- You keep the audit whether or not you hire us
- Fixed-scope quotes, no hourly surprises
Prefer to talk? Book 20 minutes with Haniel or call +1 855-764-4977