Identity, website, systems, and process
Discovery → Design → Systems → Launch
WooCommerce, CRM, inventory integration
Sales, warehouse, finance alignment
Sales, marketing, purchasing, accounting
Anglers Resource is the exclusive distributor of Fuji fishing components across North and South America, supplying thousands of SKUs to distributors, manufacturers, custom rod builders, and OEMs. Despite the scale and reputation of the business, their digital and operational infrastructure had not evolved at the same pace.
Sales, inventory, purchasing, accounting, and customer management were fragmented across legacy tools and manual processes. Orders arrived via phone, email, spreadsheets, and trade shows. Inventory visibility was limited. Reporting was slow and inconsistent. Customers relied heavily on direct contact with the sales team to place and track orders.
The challenge was not simply to “build a new website”, but to redesign how the business operated digitally. Anglers Resource needed a system that reduced manual effort, gave customers real-time visibility, supported high-volume B2B ordering, and created a scalable foundation for growth, without disrupting a business that was already profitable.
Clarified brand positioning and visual language aligned with Anglers Resource's authority in the industry.
Structured a complex product catalogue into intuitive, scalable navigation paths for B2B users.
Custom WooCommerce implementation supporting role-based pricing, bulk ordering, and account logins.
Defined how sales, marketing, and customer data flows through the system end-to-end.
Integrated ecommerce with inventory and accounting systems for accurate stock, orders, and reporting.
Built a structured content framework ready for long-term organic growth and product discoverability.
Delivered documentation and training to support adoption across departments.
Homepage design showing segmented user paths (Distributor, OEM, Builder).
We weren't just replacing a website. We were rebuilding how the business works.
Customer dashboard view showing orders, pricing, and account context.
This project fundamentally changed how our business operates. What started as a website quickly became a complete rethink of our sales, inventory, and customer processes. Proud Brands challenged us, guided us, and built a system that actually fits how we work.
Website, sales, inventory, and reporting aligned
Searchable, filterable, scalable catalogue
Customers self-serve orders and tracking
Fewer errors, better purchasing decisions
Built to scale without re-platforming
