CHANNELLOCK® Automotive

The case file

What we built for CHANNELLOCK® Automotive.

CHANNELLOCK® Automotive is the truck-accessory division of Channellock, Inc., a manufacturing name with more than 140 years of history. The brief carried real weight: create an e-commerce experience for aluminum truck racks, bike racks, headache racks, and toolboxes that could stand on its own while respecting the parent brand.

Truck accessories are specification-heavy purchases. Customers need to understand fit, function, materials, installation considerations, and warranty details before they feel comfortable adding a product to the cart.

We delivered a WordPress and WooCommerce storefront that organizes those decisions without overwhelming the buyer. The catalog is mobile-ready, warranty-forward, and structured to support both direct customers and dealer interest as the automotive range grows across North America.

The brief

The problem, and how we solved it.

Challenge

The storefront had to protect an established brand reputation while introducing a distinct automotive product line. It also needed to make fitment and specifications understandable within a familiar e-commerce journey.

Solution

We built configurable WooCommerce product pages with clear specifications, warranty information, and category paths. Brand language remains aligned with Channellock, while the shopping experience is tailored to truck owners and accessory buyers.

Problems solved

What was in the way.

Three concrete problems on the old experience, and the fixes we shipped.

A new automotive division needed its own identity without becoming disconnected from the parent brand.
The visual and written system carries recognizable CHANNELLOCK® credibility into a focused truck-accessory experience.
Specification-heavy products could overwhelm customers before checkout.
Structured product information separates fit, construction, use, and warranty details into scannable sections.
The catalog needed to support growth across multiple accessory types.
WooCommerce categories and reusable product structures accommodate racks, toolboxes, and future product lines.

Live screens