How EDITIONS Built a B2B Shopify Store That Meets Both the Brief and the Brand
A builder's story — from the team that handled branding, development, and everything in between.
Client Profile
Introduction
About EDITIONS Agency and their project
EDITIONS is a Copenhagen-based creative agency that helps brands establish and scale their presence — digitally and beyond. They work across design, interior, hospitality, and fashion, and their work carries a consistent character: clean, elegant, and grounded in strategic thinking. Brand strategy, creative direction, web design and development — they handle the full scope, and they don't separate the two.
They are the team behind Skin Experts, a professional B2B skincare distributor serving the Danish market. EDITIONS came in handling both the branding and the build. The challenge was clear from the start: deliver a Shopify store that met genuine B2B requirements — hidden pricing, quick ordering, filtered catalogues — without pushing the client toward Shopify Plus. The scale didn't justify it.
What they needed instead was a theme flexible enough to be customized to the brand's standards, powerful enough to handle the B2B mechanics out of the box, and architecturally clean enough that a creative team could build on it without friction.
The Build
The journey of a builder.
It started with a constraint.
Skin Experts is a B2B business. Hidden pricing, quick ordering, account-gated access — the requirements that come with a wholesale or trade-facing store are specific, and most Shopify themes aren't built to handle them without heavy customization. The obvious path was Shopify Plus. But the client's scale didn't justify that investment. EDITIONS needed a different answer.
So they went looking — not for a beautiful theme, but for a flexible B2B solution that sat outside the Plus ecosystem. That search led them to Normcore.
The first thing that stood out wasn't the design.
It was the architecture. Most themes with strong visual polish achieve it by locking things down — they handle layout decisions so the merchant doesn't have to, which means the developer can't either. Normcore is different. The out-of-the-box experience is strong, but the theme doesn't close off access beneath it. Spacing, typography, layout — all of it is adjustable through section settings and Liquid without needing to override large chunks of the codebase.
“What stood out to me was the level of customization. While the theme provides strong out-of-the-box solutions, it still allows for detailed control through Liquid and section settings.”
The B2B feature set removed entire items from the build list.
Quick ordering. Collection overview with advanced filtering. Hidden pricing for trade accounts. These were non-negotiable requirements for Skin Experts, and Normcore had them built in. For EDITIONS, that translated directly to build time saved — no extensive custom templates, no workarounds, no explaining to a client why a feature they assumed was standard would take an extra two weeks to build.
The features aligned with the client's needs closely enough that the implementation path was clear before development started.
Then something unexpected happened.
“It created a strong synergy between design and implementation, and even influenced some early design decisions once the theme had been approved.”
With Normcore as the foundation, the architecture of the theme informed early design decisions — how sections would be structured, how collections would be displayed, how the B2B account experience would be framed. Design and development were in dialogue from the beginning rather than operating in sequence.
Key features used.
Quick Ordering — Skin Experts' trade customers need to reorder efficiently. Quick ordering removed the friction from that process without custom development.
Collection Overview with Filtering — B2B buyers don't browse the way consumers do. They arrive knowing what category they need and want to filter down fast. Normcore's collection layout and filter system handled this out of the box.
Hidden Pricing — Trade pricing is sensitive. Normcore's native support for gated and hidden pricing meant the agency didn't need to build a workaround or rely on a third-party app.
Liquid & Section-Level Customization — Where the standard settings didn't reach, the codebase welcomed custom logic without resistance. Typography, spacing, and layout were adjusted with precision and without side effects.
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