The opportunity

Nudie Rudie had the brand, the product, and the wholesale ambition. What they didn't have was a platform that could support it. B2B complexity, tiered pricing, order minimums, controlled visibility, and mix-and-match bundles were handled manually, slowing everything down. The goal wasn't just to fix the friction. It was to build a wholesale channel that could grow without breaking.

What we did

Rather than a single platform overhaul, we built the solution from a carefully chosen stack of Shopify apps and automation — each selected to do one thing well, and work cleanly alongside the others.

• Biscuits Bundle Builder

Mix-and-match bundles with dedicated PDPs and accurate inventory tracking — the only app that met both requirements

• SparkLayer

Automated tier assignment across New, Regular, and VIP wholesale customers — with customised pricing and order minimums per tier

• Shopify Flow

Automated onboarding, follow-up actions, and notifications — removing the manual work from wholesale account management

• Controlled visibility

Wholesale customers see only products, pricing, and promotions relevant to them — retail content stays completely separate

The three wholesale tiers were structured to reflect how Nudie Rudie's customer relationships actually work.

Tier progression — from New to Regular — was handled automatically, eliminating a manual step that previously required intervention whenever a customer's relationship with the brand matured.

The result

The wholesale channel now runs with a fraction of the manual overhead it once required — and the commercial impact is already showing up in the numbers.

• Accurate pricing and access control — each tier gets the right experience, automatically

• Tier progression from New to Regular was handled without manual intervention

• Reduced errors and admin time through automated workflows and communications

• Retail and wholesale content is completely separated, no bleed between customer segments

• Built to scale into New Zealand wholesale with localised pricing rules when ready