Thunder Lighting

Project

A wholesale store for a lighting supplier that serves installers: about 1,200 products with prices only for approved trade accounts, a quick order table, orders and stock synced with the company’s inventory system, and free training and tools that bring installers back.

Industry: Wholesale lighting supply
Area: Suffolk County
Services: Strategy, Design, Development, Integrations, Marketing, Automation

Visit the Website

A Supplier Rebranding, with a Catalog to Move Online

The Situation

The company was moving from liholidaylighting.com to the Thunder Lighting name, with a new logo and brand guide. Its customers are holiday and landscape lighting installers who buy at wholesale. The products came in spreadsheets whose categories didn’t match the company’s own documents, and orders had to land in inFlow, the inventory system the company runs on. The store had to serve trade customers without showing wholesale prices to the public.

What the Site Had to Do

Goals

Two sets of goals: what Thunder Lighting needed from its new website, and what its visitors came to do.

For Thunder Lighting

Sell online to approved trade accounts, with orders, stock and payments flowing into the systems the team already uses.
A site the team can keep current itself, carrying the new brand.

For visitors

Find products fast.
See their own prices once approved.
Reorder in bulk.
Learn the trade through events, training and tools.

Seven Parts of One Wholesale Store

What We Built and Why

What we built, why, and what each part does for the company and for visitors.

A wholesale store behind a trade account
What
WooCommerce with a wholesale customer group: prices and purchasing open after login, new accounts approved by the team, pricing levels for wholesale and distributor accounts, and orders held for review when the cart contains certain items.
Why
Wholesale prices are for the trade only, and the company has to know who it sells to. Account approval protects the pricing and the relationships with installers.
For the company
Online sales without giving away its prices, and control over who buys.
For visitors
An approved installer sees their own prices and orders without calling.
A catalog organized the way installers shop
What
About 1,200 products in 166 categories under three lines, Holiday, Landscape and Permanent Lighting, imported from the client’s spreadsheets with cleaned images; categories realigned with the company’s own documents, and new ones added where products didn’t fit; a mega menu that shows each line’s subcategories and top sellers; brands, spec sheets, search and sorting.
Why
Installers know the part they need and want to reach it in a few clicks. Our advice before launch was explicit: sales over aesthetics.
For the company
A catalog it can grow by import instead of by hand.
For visitors
The right product in a few clicks, with the details a professional checks.
Quick order for bulk buyers
What
A quick order table with category filters, minimum and maximum quantities per product, bulk discounts and promotions, purchase order numbers at checkout.
Why
Trade buyers reorder dozens of items at once. A table is faster than product pages for someone who knows what they want.
For the company
Bulk orders placed by the buyers themselves.
For visitors
A reorder in minutes.
Orders that reach the warehouse
What
The store connected to inFlow Inventory, so orders, customers and stock move between the site and the inventory system; shipping rules with a free shipping threshold, oversized items and local pickup; New York sales tax applied to wholesale accounts in the state.
Why
The team already ran the business in inFlow. Retyping web orders there would cost time and cause mistakes.
For the company
Web orders land in the same queue as every other order.
For visitors
Accurate stock, shipping and tax at checkout.
Training and tools that bring installers back
What
Events and trainings with RSVP in a dedicated events system, training videos, an estimation tool, custom and downloadable catalogs with a catalog request form, promotions, a gallery and a page for newcomers to the trade.
Why
A supplier competes on more than price. Teaching installers to estimate, sell and install keeps them coming back to the supplier who taught them.
For the company
A reason to return between orders, and a pipeline of new installers.
For visitors
Free help to price jobs and grow their own business.
Built to be run by the team
What
Written procedures (SOPs) for managing products, events and catalogs, and about 160 requests and fixes handled in the six months after launch, from pricing and account emails to bundles and buy-one-get-one offers.
Why
A store changes every week. The team needed to run it day to day and have a partner for the rest.
For the company
Independence for the routine, support for everything else.
For visitors
A store that keeps up with the season.
A partner beyond the website
What
We also run Thunder’s Google Ads, and we built the Thunder Hub, in use by April 2026: an operations hub connected to inFlow that handles shipping labels through FedEx, deliveries by Uber or the company’s own truck, catalogs and procedures. In 2026 the site also gained a payment portal and a roadmap page.
Why
Once the store worked, the next gains were in getting more buyers and taking routine work off the team.
For the company
Marketing, the website and operations from one partner, all talking to each other.
For visitors
Faster fulfillment and clear paths from first visit to repeat order.