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Client: Handy Store Fixtures

Brand & website refresh for national shelving retailer

Services: Branding, Marketing Strategy, SEO, UX Optimization, Web Copy, Web Development, Website Design

Handy Store Fixtures website on laptop in coffee shop


Handy Store Fixtures is a nationwide shelving manufacturer and store layout consultant with more than 60 years of experience serving independent retailers. Handy Store approached Hudson seeking an updated website and intuitive user experience. After several discussions with our client and exhaustive competitive research, Hudson designed and developed a modern, branded website to reflect Handy Store Fixtures’ value as a partner to independent retailers.

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screenshots of Handy Store Fixtures website screenshots of Handy Store Fixtures website

The Brand

A full website redesign sometimes requires a brand refresh, especially if the brand hasn't been updated in a while. Hudson’s branding team updated Handy Store's styles to deliver a modern twist on an established and loved brand.

Handy Store's previous brand color palette was blue with some minor red accents. We noticed that blue was ubiquitous among Handy Store's competitors, and opted to make the brand's red accent color its primary color. In a sea of blue, Handy Store's powerful, red color palette stands out. Lastly, we incorporated bold, san serif fonts to project a sense of modernity and industry authority.

In line with the brand refresh, we modernized the company’s logo without losing its essence or history. It is completely recognizable as the Handy Store Fixtures brand that customers know and love, but with a contemporary edge.

Handy Store Fixtures style guide

Lastly, we came up with a tagline that encapsulates everything Handy Store offers customers, to use on press, marketing, and digital materials: “America’s premier store fixture provider and store layout consultant.”

To support this statement, we came up with three brand pillars based on the company’s strengths: “Reliable. Experienced. Flexible.” Each of these pillars are explained in more depth on the website’s “Who We Are” page, and are also used on sales collateral and other print materials.

The Website

Overall, the new Handy Store Fixtures website is clean, easy-to-use, and visually-engaging. We worked closely with our client to ensure that every aspect of the new website aligned with the company's goals, and that the user experience (UX) was seamless from start to finish. 

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screenshot of Handy Store Fixtures homepage


As the website's central hub for new and returning users, Handy Store Fixtures' homepage needed to be visually-appealing, informative, and easy-to-navigate. We know that most of Handy Store's clients are interested in a specific industry, which is why we incorporated six of the most popular industries right on the homepage.  

Additionally, we incorporated images of the most popular types of shelving and linked to their corresponding product detail pages for easy product navigation.

Landing Pages & SEO

We built new and improved landing pages to optimize the website for search engines and improve customer experience. Each retail industry has its own landing page, including store fixture solutions to industry-specific sample floor layouts, as well as links to relevant product details. These landing pages are extremely industry-specific and have strategically placed CTAs, making them ideal for conversions, whether from organic search or targeted PPC campaigns.

Additionally, to ensure maximum search engine visibility, all content was written with usability, accessibility, and keywords in mind. From title tags to metadata and a cohesive internal linking strategy, the website was built following all SEO best practices to ensure compliance with Google and increase organic web traffic. To learn more about how our SEO efforts drove success for Handy, check out the case study.

Handy Store Fixtures website subpage screenshots

The Results

Overall, Handy Store Fixtures’ website overhaul has set the company apart from competitors both aesthetically and strategically, while allowing users to browse a huge selection of store displays, shelving and fixtures on an easy-to-navigate and visually-pleasing website.


Increase in Organic Traffic


Increase in qualified leads

Since the development of our new website and integration of new digital marketing techniques, we’ve doubled our sessions month over month and have increased our inbound leads over 35% for the year. I highly recommend Hudson Integrated; you will not find a better group of people.

Steve D. Marketing Director at Handy Store Fixtures, Inc

Client: Handy Store Fixtures