Salons Direct is a leading UK-based supplier of professional hair and beauty products, serving salons, stylists and trade customers across the industry. With an extensive catalogue of professional-grade brands and products, the business supports high-volume, repeat purchasing and operates within a trade-focused environment that requires controlled access, pricing flexibility and regulatory compliance.
Salons Direct operates in a complex B2B ecommerce environment where customers expect trade-only pricing, bulk purchasing incentives and access to professional-grade products, all delivered through a seamless and reliable online experience. The existing setup lacked the flexibility required to support these behaviours at scale, relying on standard ecommerce functionality that did not fully reflect the realities of trade purchasing.
As the business continued to grow, there was a clear need for a platform that could balance pricing control, compliance and conversion optimisation, while also laying the technical foundations for international expansion and future promotional activity. The challenge was not simply to launch a new Shopify site, but to design and build a purpose-built B2B platform that could evolve alongside both the business and its professional customer base.
Key objectives included:
Enable scalable B2B pricing and promotions
Implement a flexible pricing and promotions framework that supports bulk purchasing, mix-and-match incentives and complex trade offers without reliance on third-party apps.
Protect trade pricing and ensure compliance
Restrict pricing, checkout access and selected products to verified trade customers in order to protect margins and meet regulatory requirements.
Optimise the purchasing experience for trade buyers
Streamline the cart and checkout journey to support high-volume, multi-product orders with greater clarity and reduced friction.
The project focused on transforming Shopify into a purpose-built B2B ecommerce platform that reflects how professional hair and beauty customers actually buy. Rather than relying on third-party apps, custom functionality was developed to support trade-only access, advanced pricing logic and complex purchasing behaviours, ensuring performance, accuracy and long-term scalability from launch.
By taking a modular, function-led approach, Salons Direct now has a platform that balances pricing control, compliance and conversion optimisation. The solution provides internal teams with the flexibility to manage promotions and trade rules in-house, while laying a robust technical foundation capable of supporting international growth and future commercial initiatives.
Key Features:
Custom tiered pricing and volume-based discounts
Flexible trade promotions and incentives
Trade-only pricing visibility and checkout access
B2B-optimised cart and checkout experience
Although the platform has only recently launched, the project has delivered a robust and future-ready B2B ecommerce foundation for Salons Direct. The new site provides the flexibility required to run complex pricing and promotional strategies, safeguards trade-only access and compliance, and improves the purchasing experience for professional customers placing larger, more considered orders. With a scalable technical architecture now in place, Salons Direct is well positioned to optimise performance over time, expand into new markets and continue evolving its digital offering in line with business growth.
CPL
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