CHANNELLOCK® Automotive

CHANNELLOCK® Automotive is the truck-accessory division of Channellock, Inc. — a 140-year-old American manufacturing name. The brief carried real weight: build an e-commerce experience for aluminum truck racks, headache racks, and toolboxes that lives up to a heritage brand while standing on its own as a modern automotive storefront.

We delivered a WooCommerce build that handles a configurable, spec-heavy product range — rack systems, fitments, and warranty details — without overwhelming the buyer. The catalog is structured so customers can find the right product for their truck quickly, the brand language stays consistent with the parent company, and the storefront is tuned for the mobile-first way truck owners actually shop.

The outcome is a storefront that protects a 140-year brand reputation while opening a direct-to-consumer and dealer channel for the automotive line — fast, warranty-forward, and built to scale as the product range grows across North America.