Case study

87 product templates + a Request-a-Quote layer for a US subsidiary of an Italian enterprise lab equipment leader.

Tecniplast USA is the American subsidiary of Tecniplast S.p.A., the global market leader in laboratory animal housing and vivarium equipment since 1949. The Shopify storefront at shop.tecniplastusa.com sells IVC systems, zebrafish housing, biosafety cabinets, washers, lab instruments, and consumables to research institutions and pharma. Muscled built 87 product templates across three archetypes (sales landing, linked, standard) with a B2B Request-a-Quote layer and metafield-driven per-product brand logos.

View live store Jump to outcomes
By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Custom product templates across the catalog
87 templates

The Tecniplast USA storefront runs 87 product templates, 15 collection templates, and 10 page templates. Three product archetypes: 35 sales landing pages with full long-form layout (compare tables, accordion docs, video rows, icon callouts), 34 linked pages cross-referencing buyers between product families and the main catalog, and 18 standard pages with direct Add to Cart for consumables. Each product family gets its own template rather than a single universal PDP.

SRC: muscled-clients/Tecniplast repo (1,113 commits, Jan 2025 - Apr 2026), 2026-04-27

Engagement build history
1,113 commits

Single long-running engagement across four phases: d4 (initial store build, Jan to Mar 2025), d5 (primary build-out across multiple feature branches, Mar to Dec 2025), d6 (design refresh and major iteration, merged April 2025), and a bug-fix sprint (Feb to Mar 2026) that landed PRs 7, 8, and 9 for brand-logo display, Add to Cart restoration, RFQ URL standardization, and the new video-row section.

SRC: muscled-clients/Tecniplast PR history, 2026-04-27

Request-a-Quote flow as the primary B2B CTA
RFQ-first

High-value scientific equipment (IVC systems, biosafety cabinets, washers) does not sell via standard Add to Cart. Each product type has its own CTA path: 'Request a Quote' (link to /pages/request-a-quotation), 'Contact Us for Availability', or Add to Cart for consumables. Inventory policy logic was custom-built so products with 'sell when out of stock' enabled correctly fall through to the quote path.

SRC: muscled-clients/Tecniplast (PR 7-9), 2026-03-13

Tecniplast USA monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    87 templates
    Custom product templates across the catalog
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    Engagement length
The work

How the engagement unfolded

  1. Phase d4: catalog architecture + first product templates

    Jan-Mar 2025

    Branches d4-develop and d4-18-dec. Initial store build: base theme, homepage sections, and first product page layouts. The main branch received its initial commit on Jan 24, 2025, establishing the live store baseline for the US subsidiary catalog spanning IVC systems, rodent housing, zebrafish housing, biosafety cabinets, washers, and lab instruments.

    • d4-develop branch
    • Catalog architecture
    • Three template archetypes
    • Initial store baseline

  2. Phase d5: primary build-out across multiple feature branches

    Mar-Dec 2025

    Multiple d5 branches: d5-develop, d5-new-updated-branch, d5-develop-new, d5-6-14, d5-variants, d5-split-dropdowns. The bulk of the 87+ product templates, 15 collection templates, and custom sections were built across this phase. PRs 1, 2, 3 (d5-new-updated-branch), PR 4 (d5-develop-new), and PR 6 (d5-split-dropdowns, navigation dropdown variant, merged Jun 30, 2025) all landed on main.

    • d5 feature branches
    • 87+ product templates
    • 15 collection templates
    • PRs 1-4 + 6 landed

  3. Phase d6: design refresh on top of d5

    Apr-Dec 2025

    Branch d6-develop, merged via PR 5 on Apr 28, 2025. A design refresh and major iteration on top of d5 — picked up from d5-new-updated-branch state at merge time. Layered the second-generation visual direction across the catalog without rebuilding the template architecture.

    • d6-develop branch
    • Design refresh
    • PR 5 merged April 2025
    • Built on d5 architecture

  4. Phase Develop--Muscled-21-02: brand-logo overlay + Add to Cart fix + RFQ standardization

    Feb-Mar 2026

    Branch Develop--Muscled-21-02. PRs 7, 8, and 9 landed Feb 21 to Mar 13, 2026. PR 7 (Feb 27) added brand-logo metafield rendering on product pages: product.metafields.custom.brand_logo positioned as an absolute top-right overlay on the product image. Two commits: first between title and description, second moved to top-right.

    PR 8 (Feb 27) fixed Add to Cart on products not tracking Shopify inventory by collapsing nested conditions correctly and removing a template_suffix gate that had locked buy buttons to a single template. RFQ URLs were standardized across 11 template JSON files to shopify://pages/request-a-quotation. A new video-row section was added for compact 3-up YouTube embeds. PR 9 (Mar 13) fixed header z-index overlapping the brand logo (header: 4, brand logo: 2).

    • Brand-logo metafield overlay
    • Add to Cart inventory fix
    • RFQ URL standardization
    • video-row section
    • Header z-index fix
Project overview

What we built

Tecniplast USA is the American subsidiary and distribution arm of Tecniplast S.p.A., an Italian enterprise founded in 1949 and headquartered in Buguggiate near Milan. The parent is the global market leader in laboratory animal housing and vivarium equipment, operating across 10+ countries. The product range covers IVC (individually ventilated cage) systems for rodents, zebrafish housing systems, biological safety cabinets, cage washing equipment, lab instruments (stirrers, centrifuges, pipettes, dry baths, vortex mixers), and a full portfolio of replacement parts and consumables. Buyers are institutional: universities, pharmaceutical companies, biomedical research facilities, CROs, and government labs.

Muscled built the Shopify storefront at shop.tecniplastusa.com end-to-end across a single long-running engagement: 1,113 commits between January 2025 and April 2026 in the muscled-clients/Tecniplast repo. The architecture decision was 87 product templates across three archetypes (sales landing page, linked page, standard product page) plus 15 collection templates plus 10 page templates, rather than a single universal PDP. Each product family gets its own template.

In their own words

(Testimonial TBD. Vault marks public_ok as true at company level. No individual operator quote captured in vault.)

Tecniplast USA is the American subsidiary of Tecniplast S.p.A., an Italian enterprise founded in 1949 and headquartered in Buguggiate near Milan. The parent is the global market leader in laboratory animal housing and vivarium equipment, present across 10+ countries. Tecniplast USA sells to research institutions, universities, pharmaceutical companies, biomedical research facilities, CROs, and government labs.

Tecniplast USA teamUS subsidiary operator
The challenge

What was holding them back?

Standard Shopify PDPs are built for DTC and cannot carry the depth a B2B scientific equipment catalog needs (comparison tables, accordion-based technical documentation, image-with-text feature blocks, video embeds, icon-based feature callouts). The catalog spans dozens of distinct families each with its own buyer journey. High-value equipment sells via Request a Quote, not via standard Add to Cart, while consumables and replacement parts still need a working cart. Multi-brand catalog needs per-product brand identity surfaced visually without per-product template edits.

  1. 01

    Standard Shopify PDPs cannot carry the depth a scientific equipment catalog needs

    An IVC system page needs comparison tables, accordion-based technical documentation, image-with-text feature blocks, video embeds, icon-based feature callouts, and review sections. A standard Shopify PDP is built for DTC and does not carry this depth out of the box.

  2. 02

    The catalog spans dozens of distinct product families each needing its own page archetype

    IVC cages, rodent housing, zebrafish systems, washers, biosafety cabinets, stirrers, centrifuges, pipettes, refurbished equipment, replacement parts. Each family has its own buyer journey. A single universal PDP would erase that distinction.

  3. 03

    High-value equipment sells via quote, not via Add to Cart

    IVC systems and biosafety cabinets do not sell via standard cart. The primary CTA on those pages is Request a Quote or Contact Us for Availability. At the same time, consumables and replacement parts do need a working Add to Cart. The storefront has to support both flows side by side without one breaking the other.

  4. 04

    Multi-brand catalog needs per-product brand identity surfaced visually

    Tecniplast USA distributes both Tecniplast-branded equipment and third-party brands (Four E's Scientific pipettes among them). Each product needs its manufacturer logo visible on the page so buyers see what brand they are ordering, without manual template edits per product.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Three product template archetypes serving the full catalog

    Sales landing page (35 templates): full long-form B2B layout with main-product block, image-with-text features, icon callouts, custom compare-table, accordion-tab docs, video-row (3-up YouTube), review-carousel, featured-collection upsell, FAQ, and newsletter footer.

    Linked page (34 templates): lighter product page that cross-references buyers to the main catalog or another product page via two linked-t CTA buttons (Visit Product Page and Request a Quote).

    Standard product page (18 templates): direct Add to Cart for consumables and lower-value items including subscription products, accessories, and consumables across the pipette and stirrer families.

  • Custom sections built specifically for B2B scientific PDPs

    compare-table.liquid (admin-editable rows and columns, color-customizable), specification-data-table.liquid (Technical Specification data table for structured specs), request-bulk-pricing.liquid (admin-editable CTA section), video-row.liquid (3-up YouTube embeds, added Feb 2026), review-carousel.liquid, custom-slider.liquid (icon-tabbed content slider), hadi-form.liquid (Speak with an expert lead form with name, email, phone, product, company, country), productpage-form.liquid (product-level inquiry form), iconSection.liquid, accordion-tab.liquid, FAQ.liquid, Three-images-with-text.liquid, banner-custom.liquid, description-section.liquid.

  • B2B quoting layer + correct inventory-policy logic

    Products that are out of stock or require consultation surface a Request a Quote button (link to /pages/request-a-quotation) and a Contact Us for Availability button instead of standard Add to Cart. RFQ URLs were standardized across 11 template JSON files to shopify://pages/request-a-quotation in the Feb 2026 sprint.

    Add to Cart logic was rewritten to handle products with 'sell when out of stock' enabled. The original gate checked inventory_management equals 'shopify' with no else branch, so products not tracking Shopify inventory got no buttons at all. The fix collapsed the nested conditions correctly. A template_suffix gate that had locked buy buttons to a single template was also removed.

  • Per-product brand-logo overlay driven by metafield

    PR 7 (Feb 27, 2026) added rendering of product.metafields.custom.brand_logo as an absolute top-right overlay on the product image. The product page shows the manufacturer brand logo automatically without per-product template changes. PR 9 (Mar 13, 2026) fixed a z-index overlap that was placing the header dropdown over the brand-logo overlay (header: 4, brand logo: 2).

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Liquid
    Templating
  • Product metafields
    Brand-logo overlay + technical specs
  • PageFly
    Page builder (selective)
  • Avada SEO
    Search template integration
  • Review carousel
    Custom UGC carousel
  • Custom Request-a-Quote routing
    B2B primary CTA
  • Subscription product template
    Consumables recurring orders
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Three product template archetypes

  • 35 sales landing pages
  • 34 linked pages
  • 18 standard pages
  • Per product family architecture
  • main-product block
  • compare-table section
  • accordion-tab docs
  • video-row (3-up YouTube)
  • review-carousel
  • featured-collection upsell
  • FAQ + newsletter
  • linked-t cross-reference CTAs

Custom sections built for B2B scientific PDPs

  • specification-data-table
  • request-bulk-pricing
  • hadi-form (Speak with an expert)
  • compare-table.liquid
  • custom-slider.liquid
  • productpage-form.liquid
  • iconSection.liquid
  • Three-images-with-text.liquid
  • banner-custom.liquid
  • description-section.liquid
  • header-first-page.liquid

B2B quoting layer + Add to Cart restoration

  • Request-a-Quote primary CTA
  • Contact Us for Availability
  • Inventory policy fix
  • shopify://pages/request-a-quotation
  • RFQ URLs standardized across 11 templates
  • sell-when-out-of-stock support
  • template_suffix gate removed
  • Buy buttons + quantity for consumables

Per-product brand-logo overlay (metafield-driven)

  • product.metafields.custom.brand_logo
  • Top-right absolute overlay
  • Automatic per-product render
  • Multi-brand catalog
  • Tecniplast + third-party brands
  • Header z-index fix (header: 4, logo: 2)
  • No per-product template edits
  • PR 7 + PR 9 (Feb-Mar 2026)
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • United States

    US subsidiary B2B scientific equipment storefront
    • Shopify
    • Lab animal housing
    • Vivarium equipment
    • IVC systems + zebrafish + biosafety + washers
    • Request-a-Quote primary CTA
    • Per-product brand-logo metafield
    • 87 product templates
    • 15 collection templates
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Custom product templates across the catalog
87 templates

The Tecniplast USA storefront runs 87 product templates, 15 collection templates, and 10 page templates. Three product archetypes: 35 sales landing pages with full long-form layout (compare tables, accordion docs, video rows, icon callouts), 34 linked pages cross-referencing buyers between product families and the main catalog, and 18 standard pages with direct Add to Cart for consumables. Each product family gets its own template rather than a single universal PDP.

SRC: muscled-clients/Tecniplast repo (1,113 commits, Jan 2025 - Apr 2026), 2026-04-27

Engagement build history
1,113 commits

Single long-running engagement across four phases: d4 (initial store build, Jan to Mar 2025), d5 (primary build-out across multiple feature branches, Mar to Dec 2025), d6 (design refresh and major iteration, merged April 2025), and a bug-fix sprint (Feb to Mar 2026) that landed PRs 7, 8, and 9 for brand-logo display, Add to Cart restoration, RFQ URL standardization, and the new video-row section.

SRC: muscled-clients/Tecniplast PR history, 2026-04-27

Request-a-Quote flow as the primary B2B CTA
RFQ-first

High-value scientific equipment (IVC systems, biosafety cabinets, washers) does not sell via standard Add to Cart. Each product type has its own CTA path: 'Request a Quote' (link to /pages/request-a-quotation), 'Contact Us for Availability', or Add to Cart for consumables. Inventory policy logic was custom-built so products with 'sell when out of stock' enabled correctly fall through to the quote path.

SRC: muscled-clients/Tecniplast (PR 7-9), 2026-03-13

Ready to ship yours?

Let's talk about what you want to ship.

A full Shopify theme build for the US subsidiary of an Italian enterprise lab equipment leader. 1,113 commits. 87 product templates, 15 collection templates, 10 page templates. Three product archetypes: sales landing, linked cross-reference, standard direct cart. B2B Request-a-Quote layer as the primary CTA on capital equipment, working Add to Cart on consumables. Custom sections for scientific PDP depth. Metafield-driven per-product brand-logo overlay for a multi-brand catalog. The kind of build where the architectural decision to give each family its own template is the build.

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