EZ Fabric wasn't just another fabric supplier. This female-led Los Angeles brand had built a loyal following of quilters, crafters, designers, and wholesale buyers across the US and beyond, with a catalog of hundreds of premium Minky, Snuggle, and specialty fabrics that kept growing every season.
The challenge? Build an ecommerce platform that could handle both retail customers buying by the yard and wholesale accounts placing bulk orders, without making either experience feel like an afterthought. The site needed to make fabric feel inviting and tactile in a medium where customers cannot touch what they are buying.
It also had to reflect the warmth and creativity of the brand while remaining structured enough to support a complex, high-volume product catalog and a community of repeat buyers who return weekly for new arrivals.
We started with the customer journey, mapping out how a first-time retail buyer and a returning wholesale account experience the same store in completely different ways, then designing a structure that serves both without friction.
From there, we built a clean, intuitive ecommerce platform where every detail was designed to reduce hesitation and increase confidence at the point of purchase:
A warm, brand-consistent visual design that makes browsing hundreds of fabric styles feel organized and enjoyable
A product experience optimized for tactile products, using color, texture photography, and clear material descriptions to bridge the gap between screen and fabric
A dual-path shopping structure that supports retail buyers purchasing by the yard alongside wholesale accounts managing larger orders
Clear collection and category architecture that makes finding the right fabric fast, whether a customer knows exactly what they want or is still exploring
A streamlined checkout and account experience built for repeat buyers who come back every Friday for new stock drops
We didn't just build a store. We built a destination that keeps customers coming back.
Seamless Dual-Audience Experience
Designed a single platform that serves both retail customers and wholesale accounts without compromising the experience for either.
Tactile Product Presentation
Created a shopping environment where fabric feels real and desirable, even through a screen, reducing buyer hesitation and increasing purchase confidence.
Organized Catalog Architecture
Structured hundreds of products across fabrics, colors, and collections in a way that is easy to browse, filter, and navigate for all customer types.
Brand-Consistent Design
Delivered a warm, creative visual identity across every page that reflects the personality of a female-led brand with a loyal creative community behind it.
Repeat-Buyer Friendly
Built a platform optimized for the loyal customers who return weekly, making restocks, new arrivals, and account management effortless.
Scalable Ecommerce Foundation
Delivered a flexible platform ready to grow alongside an expanding catalog, new collections, and an increasing wholesale client base.
With EZ Fabric, we built an ecommerce experience centered on creativity, community, and conversion, delivering a platform that makes shopping for premium fabric feel as enjoyable as working with it. From dual-audience UX to tactile product presentation and a scalable catalog structure, every decision was made to serve a brand whose customers are passionate, loyal, and always coming back for more.
The result is a store that feels as good as the fabrics it sells.
Next projects.
(2016-26©)
