ONS Marble: two buyer paths, one stone catalog
Homeowners and trade buyers share one made-to-order stone range, so the catalog needs two ways in.
Theme work by Lintel’s founder, Gencer Karakaya.
- Sector
- Natural stone
- Founder’s role
- Theme design and development
- Stack
- Shopify, Liquid
- Live store
- onsmarble.com
Made-to-order goods sold to two audiences create a routing problem: retail buyers want finished pieces, professionals want a commission or trade rates, and neither fits a basic add-to-cart button. ONS Marble, which produces raw slabs, flooring, bathtubs, sinks, console tables and fireplace mantels, is the example here. Gencer’s theme work put a professionals collection and an everyday-living collection on top of the type-based collections, used large edge-to-edge photography for the stone, and built a route for pricing enquiries that hands trade and bespoke requests to sales staff. The range covers 200+ designs, and the company has carved stone since 1998.
The problem
Stone whose cost varies with size, finish and freight can’t go through a standard checkout, and the store also had to give homeowners and trade buyers separate routes.
The storefront pattern
- Trade and retail collection trees running alongside type collections covering flooring, tables, mantels and sinks
- Liquid sections that run stone photos the full width of the screen so veining and finish remain clear
- A pricing request and quote route for bespoke commissions and big commercial jobs
- Image handling that adapts to mobile screens on pages heavy with gallery images
