WholesaleRoses.com
A catalogue you can shop by eye
WholesaleRoses.com ships farm-direct bulk roses across the United States from its Miami base. The inventory runs to hundreds of named varieties, most of which mean nothing to a buyer until they see the bloom.
01 — The challenge
A wholesale catalogue is only useful if you can find the bloom in your head.
Wholesale rose buying is visual and deadline-driven. A florist building a wedding palette is not searching for a variety name — they are looking for a specific blush, a specific bloom size, a stem length that works in a tall arrangement. A conventional ecommerce grid of hundreds of SKUs makes that job harder, not easier.
On top of that, bulk buyers need the practical numbers before they commit: stems per bunch, bloom size, petal count, vase life, and when the box will actually land.
The catalogue had to answer a design question and a logistics question on the same screen.
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200+
Rose varieties merchandised in the catalogue
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5
Rose categories: extra-long, garden, premium, spray and tinted
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1
Colour-first navigation layered over the whole catalogue
02 — Our approach
Merchandise by colour and category, then put the specs where the decision happens.
We built the store around two navigation paths that match how buyers actually shop: shop by colour, and shop by rose type. Every colour lands on its own collection with the same filter and sort controls, so a buyer chasing a blush palette sees only blush, at bulk pricing, with the category tabs still in reach.
Product presentation carries the wholesale detail inline — stems per bunch, bloom size, petal count, aperture, vase life and stem-length options — so the specification and the photograph are read together instead of on separate screens.
The rest of the site does the trust work a farm-direct supplier needs: the sourcing story, a plain three-step select, pack and deliver explanation, sustainability and fair-labour sourcing, and a review band using real customer arrangements rather than stock photography.
More on this work: Shopify Development · Web Design.
navigation by colour and type
Every colour lands on its own
collection page.
Shop by colour or shop by rose type — both paths layer the same filter and sort controls over the catalogue. A buyer chasing blush sees only blush, at bulk pricing, with category tabs still in reach. Stems per bunch, bloom size, petal count and vase life sit inline with the photograph so specification and image are read together.
03 — The results
A bulk catalogue that reads like a colour palette.
The store now merchandises hundreds of named varieties through two navigation paths that match how wholesale buyers actually shop. Product presentation carries the wholesale detail inline instead of hiding it behind tabs or accordions.
The sourcing story, a three-step select-pack-deliver explanation, sustainability and fair-labour sourcing, and a review band using real customer arrangements now do the trust work a farm-direct supplier needs on the open web.
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