Kestrel Pet Products
A global manufacturer finally matched with a website built for serious retail partnerships.
TL;DR
- Migrated outdated overseas-hosted site to Wix Studio
- Designed a multilingual B2B catalog with 185+ products
- Built custom “Add to Quote” system (no checkout required)
- Implemented WCAG 2.1 AA accessibility and SEO foundation
- Structured CMS for long-term internal management
Overview
Kestrel Pet Products is a global pet product manufacturer with production in Nanjing, China and a U.S. branch in Irvine, California. They supply major retailers like Costco, ALDI, TJ Maxx, and international chains across Europe and Australia.
When they reached out, they weren’t just looking for a redesign. They needed structure, clarity, credibility, and a site that could support large retail relationships.
This wasn’t an e-commerce store.
It was a wholesale engine.
I led the strategy, wireframing, design, product architecture, multilingual setup, accessibility implementation, and full Wix Studio build including over 185 product uploads and a custom quote-request workflow.
The Challenge
The previous site was hosted through a China-based provider and had become outdated, non-responsive, difficult to manage, and inaccessible. It lacked:
- Clear product organization
- Functional navigation
- Mobile responsiveness
- Multilingual support
- Accessibility compliance
- A structured B2B workflow
They attend global expos and needed a site they could confidently share with international buyers. Instead, they had something they were hesitant to show.
They needed:
- A modern presence for U.S. and European markets
- A product catalog that felt like e-commerce without checkout
- A backend their U.S. team could manage
- Compliance-ready accessibility and privacy standards
Goals & Strategic Direction
We defined success early:
- Improve credibility for global retail partnerships
- Structure products in a scalable CMS
- Enable bulk product quote requests
- Improve accessibility and compliance
- Simplify backend management
- Support multilingual expansion
We conducted discovery sessions covering:
- Target buyers (retail chains, distributors)
- Product differentiation
- OEM / ODM positioning
- Communication tone for Western markets
- Competitive analysis
This wasn’t just a redesign.It was repositioning for global wholesale growth.
Why Wix Studio
They were already familiar with Wix, but the standard editor wouldn’t support what we needed.
Wix Studio gave us:
- Advanced responsive layout control
- Dynamic CMS flexibility
- Multilingual capabilities
- Custom interactions and hover states
- Smooth integration for quote workflows
- Centralized marketing tools
Most importantly: the internal team could manage it after handoff.
That balance mattered.
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Architecture & Build
We structured a 12-page website including:
- Homepage
- About Us
- Why Choose Kestrel
- Wholesale & Ordering
- Our Brands
- Product Catalog Request
- Quote Request
- Product Category Pages
- Individual Product Pages
- Blog
- Post
- Accessibility Statement
- Legal Pages
Then we uploaded and structured:
185+ products
Each product included:
- SKU codes
- Categories
- Tags
- Ribbons (Featured, Bestseller)
- Optimized images
- Detailed descriptions
- Filtering system
The catalog behaves like e-commerce, but instead of checkout, users build a quote request.
Custom Quote System
Instead of traditional checkout, we built:
- Hover “Add to Quote” buttons
- Slide-out quote drawer
- Multi-item selection capability
- Custom 10-field intake form
- Automatic submission routing to team
- Backend email integration
This turns browsing into structured B2B lead capture.
It feels like shopping.
But it works like wholesale procurement.
Accessibility & Compliance
We implemented:
- WCAG 2.1 AA contrast standards
- Proper heading hierarchy
- Clean semantic structure
- Multilingual versions (English, Spanish, Chinese)
- Cookie compliance
- SEO meta structure
- Open Graph optimization
The previous site failed accessibility and structural tests.
This one passes.
Results & Impact
- Dramatically improved product visibility
- Increased visitor traffic post-launch
- Global-ready multilingual presence
- Expo-ready credibility
- Internal team empowered to manage updates
- Structured catalog for future scaling
They now confidently share the website at trade expos and global events.
If you're manufacturing at scale but
website your website doesn’t reflect it yet, let’s fix that.
I help product-based companies build structured, scalable digital systems that support real business growth. Let’s build something your buyers trust immediately.