Full-Service Shopify Rebuild
Industry: Aftermarket Off-Road Armor
What We Did: Shopify eCommerce · Custom Liquid · Metaobject Architecture · PDM / Data · Convermax Fitment · Image Pipeline · SEO · Content Migration
Platform & Timeline: Shopify, Alpha theme — live since October 2026
BUILT TO TAKE A HIT.
REBUILT TO SELL.
The brief was blunt: functionality over aesthetics. Same pack that rebuilt warn.com, sister brand, a very different personality. We rebuilt the store on Shopify around one goal: get every customer to the right part number, while bringing back the black-and-red attitude Fab Fours is known for.
Shopify Rebuild
Custom Liquid sections on the Alpha theme, built for a catalog of American steel.
Series-Driven Product Architecture
Eight series stored as structured data, feeding product, collection and Find Your Series pages.
Built for the Shop Floor
Visible part numbers, a dealer locator and install guides for the shops and installers who sell most Fab Fours bumpers.
fabfours.com, rebuilt from the ground up — a storefront as tough as the steel it sells, from a phone at the trailhead to a monitor on the shop floor.
Everything we delivered.
Shopify Rebuild
A full storefront on the Alpha theme, rebuilt from the ground up around fitment and clean product data.
PDM Rebuild
New variant group, option and vendor part number fields, with attributes standardized into per-category filter sheets.
Variant Product Pages
Part numbers grouped by year range, grille type and finish into about 177 clean bumper pages, with per-variant specs.
Convermax Fitment
Year/Make/Model search and filtering, with clear fit labeling instead of hiding products.
Blog Migration
142 posts cleaned, re-linked, re-imaged, tagged and filterable by category.
Image Pipeline
About 2,960 product images across about 990 SKUs, renamed, converted to WebP and de-duplicated automatically.
Product Photo Retouching
About 3,000 images: background cleanup, plate swaps, upscaling and color leveling.
Install Guide Library
600+ install guides in one searchable hub, linked from every product.
SEO Redirect Map
668 internal links audited and 233 new redirects, so old URLs and rankings carry over.
From PDM to the trailhead.
None of it works if the data underneath is wrong.
We audited Fab Fours’ PDM data before a single page was built, so problems would show up in a spreadsheet, not at launch. We added new fields for variant groups, option names and values, and vendor part numbers, then standardized every attribute into one filter sheet per category, starting with bumpers and then winch mounts.
The breakthrough: the old WordPress export still had it all: variants, year ranges, features, and years of product notes full of fitment warnings and install details. We parsed it, compared it against PDM to fill the gaps, and used AI-assisted extraction to turn free-text descriptions into structured, filterable attributes.
Those same attributes power the collection filters and the Convermax Year/Make/Model search, so the bumper a customer filters down to and the part number a shop orders are always the same thing.
The part number has to be right.
Most Fab Fours bumpers are sold through shops and installers, and they need to know right away which part fits which truck.
We grouped hundreds of part numbers into clean, variant-driven product pages. Pick the year range, grille guard and finish, and the part number updates with you, so jobbers never have to guess.
Fitment search, collection filters and product discovery all run on Convermax. Instead of hiding what doesn’t fit the saved vehicle, every product stays visible with a clear fit label, so shoppers can still browse the whole lineup. Make and model pages stay visual, with big bumper photos, because people pick armor with their eyes.
Eight series. One clear answer.
Matrix or Vengeance? Black Steel or Black Steel Elite? Customers kept asking, and the old site had no good answer.
Every series is now stored once as structured data (steel gauge, weight, winch rating, configurations) and fed to the Find Your Series page, every collection, and the Series Lineup tab on every product page. Update a spec once and it changes everywhere.
MatrixVengeancePremiumBlack SteelBlack Steel EliteRed SteelGrumperAero+ SmartSteel ADAS Tech
The result is a Shopify storefront built to carry a catalog of American steel. It works for the shops and installers who sell most of it, works for the guy building his own rig, and the Fab Fours team can run it without calling a developer.
On fabfours.com today — the new platform went live in October 2026
142 blog posts. Zero left behind.
Years of buying guides, build features and company news were stuck in legacy markup, with broken links and dead image paths.
We moved all 142 posts, cleaned the markup, re-linked and re-imaged every one, and rebuilt the blog with categories, topic filters and search. Redirects are in place so old links still land where they should.
Know your gear before you bolt it on.
Buying a bumper means knowing what it fits, what winch it carries, and what it does to your sensors. Product pages now answer that before anyone has to pick up the phone.
Series Lineup, on every product page
Every product page carries the full story in one place: vehicle compatibility, specs, the install guide, and a Series Lineup tab with the series overview and video, all pulled from the same structured series data.
SmartSteel badge
ADAS-compatible bumpers are flagged with a SmartSteel badge automatically, straight from the product data, so a customer with lane-keep, adaptive cruise or parking sensors can spot a sensor-safe bumper at a glance.
Install guides the shop floor can find.
Searchable hub · Linked from every product
Install PDFs used to be buried all over the old site, a real problem for the shops that bolt most of these bumpers on.
We moved 600+ install guides into one searchable library, filtered by make and searchable by product, model or part number, and attached each one to its product page.
Adding a new guide is now a job the Fab Fours team handles on their own: no code, no hunting down every page a PDF needs to live on.
Live on fabfours.com.
Live on fabfours.com — The homepage
Live on fabfours.com — Matrix series collection
Old site vs. new.
Before
After
An aging storefront where products were hard to find and wrong orders were easy to place.
A modern Shopify store on the Alpha theme, built around accurate fitment.
One page per part number; related parts hard to compare.
Variant-driven pages by year range, grille type and finish, with part numbers visible.
Inconsistent PDM attributes; key fitment notes stuck in old WordPress.
Cleaned PDM with new variant and part-number fields; legacy notes recovered.
Dealer locator lost; manuals hard to find.
Find a Dealer back on product pages; install guides on every product.
Scattered across standalone pages.
Structured series data on product, collection and Find Your Series pages.
PDFs buried across the old site.
600+ guides in a searchable hub, attached to each product.
Legacy markup, broken links, old image paths.
142 cleaned posts, category tags and filters, redirects in place.
Inconsistent names, formats and backgrounds.
Standardized WebP naming, de-duplicated and retouched.
Hard to tell what fits; wrong orders.
Convermax Year/Make/Model search with clear fit labeling.
“Built for a brand that doesn’t back down, so we didn’t either.”
Ready to build something that lasts?
Let’s talk about what a rebuild like this could look like for your storefront.