A store older than the light bulb, selling like it is 2026.
Heimerdinger Cutlery has served Louisville since the 1800s. We built the WooCommerce store, shipping automation, and web presence that carries that legacy online.
Exact screens, not mockups.
These are direct browser captures of the live site at 1440 and 390 pixels. Nothing redrawn, nothing staged.
A store older than the light bulb, selling like it is 2026.
The work, piece by piece
Full WooCommerce storefront
Knives, sharpeners, and service products organized into a store that is easy to browse and easier to buy from.
UPS shipping automation
Live rates, printed labels, and tracking wired directly into the order flow.
Sharpening services online
A retail service business translated into bookable, buyable products.
Brand-name catalog
Victorinox, Spyderco, Fiskars, and more, managed cleanly with categories and search.
Modern platform, old-school service
WooCommerce with marketing automation, email integration, and analytics.
Ongoing partnership
Hosting, updates, and improvements handled continuously, not abandoned at launch.
Legacy retail deserves a modern engine
A store that has survived more than a century of retail change needed a website that works as hard as its counter staff. The result is a storefront that sells around the clock and a partnership that keeps it improving.
A thousand products, live shipping rates, and a store that ships every day.
Heimerdinger Cutlery sells roughly a thousand products across 176 categories, from kitchen knives and sharpeners to pruning tools, magnifiers, manicure tools and shaving supplies, plus local and mail-in sharpening as bookable services. The store has to carry that depth without feeling like a warehouse, and it has to quote shipping accurately because every product has a real weight and a real box.
Shaun Wilson Designs built and runs the whole stack: the WooCommerce catalogue and category structure, the brand partner categories, the navigation mega menu, live UPS rate quotes driven by product weights, the Google Merchant Center product feed, analytics, image optimisation, backups, and in September 2026 the move onto our own dedicated server.
Systems, fixes and the numbers behind them.
WooCommerce catalogue and categories
About 1,000 products organised into 176 categories with brand partner sections such as Wüsthof, Victorinox, Spyderco and Fiskars, each with its own search copy.
Live UPS shipping
Real-time UPS rate quotes at checkout driven by product weights, with labels and tracking wired into the order flow.
Google Merchant Center feed
Product data synced to Google for WooCommerce so the catalogue can appear in Shopping, with markets and availability managed from WordPress.
Navigation rebuilt
Corrupted menu templates and invalid menu references diagnosed and repaired, mega-menu layouts preserved, editor restored, verified live.
Sharpening as a product
Local drop-off and mail-in sharpening translated into bookable, buyable services alongside the retail catalogue.
Dedicated server, backups, images
Moved to the Shaun Wilson Designs dedicated server on 3 September 2026. UpdraftPlus backups to Backblaze B2 (daily database, weekly files), Imagify WebP throughout, Cloudflare in front.
1,000
Products in the live catalogue
176
Product categories with their own search copy
1800s
The decade Heimerdinger started serving Louisville
From first call to launch
Listen first
Every project starts with the business, not the template.
Design and build
A premium WordPress site styled to the brand and fast on every device.
Shoot the visuals
Photography and video by the same person who builds the site.
Launch and support
Live, optimized, and supported for the long haul.
The nuts and bolts
What platform runs the store?
WordPress and WooCommerce, with UPS shipping automation, marketing integrations, and analytics.
Who photographs the products?
We do. The same studio that shoots our other client brands handles product and store imagery.
Who maintains the site?
We do, continuously: updates, security, performance, and seasonal changes.
Can you build something like this for my shop?
Yes. Retail with deep catalogs and in-store services is exactly the kind of store we like building.
Put your counter online.
Tell us what you sell and we will map out the store your customers keep coming back to.
Built in Louisville, for Louisville and Southern Indiana.
Shaun Wilson Designs is a one-person web design and WordPress development studio in Louisville, Kentucky, working with businesses across Louisville and Southern Indiana: small business websites, law firm websites, manufacturing websites, WooCommerce stores, custom WordPress plugins, website redesigns, WordPress recovery and ongoing maintenance. See more of the work in the project portfolio.
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