BRAND & LAUNCH · SHOPIFY STORE
Reins Western Goods
A new western store on the Santa Fe Plaza, with no logo, no website, and no system. We made everything customers saw — the sign, the posters, the opening weekend, the Shopify store — and the first month cleared $100,000.
$100K+
in sales in the first month, the shop and the website together
231
products on reinswestern.com, Reins’ own line beside ten outside brands (October 2026)
12
custom sections built into the store, from the header to the furniture showcase
THE FINISHED STORE
A first visit, recorded on the live store.
The homepage top to bottom: the cover, the Furniture department, Get the Look, the department tiles, and the store on the Plaza. Recorded on reinswestern.com on October 1, 2026.
THE PROBLEM
A store on the Plaza, with nothing to show for it yet
Reins came to us with a storefront on the Santa Fe Plaza and a clear idea of what it should be: western goods refined enough for a gallery or a night at the rodeo, and tough enough for a ranch. That’s still how their About page puts it.
What they didn’t have was anything to carry it. No logo, no sign, no website, no system for the catalog. A new store on the Plaza opens into a street that’s half locals and half visitors, and neither gives a blank storefront much time.
So the job wasn’t a website. It was everything a customer would see on the way in: the sign on the wall, the posters, the weekend it opened, and a store online that looked like it had been there for years.
THE PROCESS
Built department by department
The dates below come from the store itself: Shopify records when every collection was published and every product was added.
Jan 26
The departments, before the products
The store’s structure went into Shopify first: eighteen collections published on one day, from silver jewelry and cowboy hats to boots, jackets, and furniture. Merchandise would fill a shape that was already built.
- Jewelry
- Silver
- Silver Rings
- Silver Earrings
- Silver Necklaces
- Silver Bracelets
- Gold
- Cowboy Hats
- Women’s Boots
- Men’s Boots
- Women’s Jackets
- Men’s Jackets
- Men’s Shirts
- Women’s Tops
- Women’s Pants
- Dresses
- Furniture
- Home page
Feb 10
The first products
The first nine products went in, with two more collections: New Boots and Accessories.
Mar 5
The opening catalog, in a week
Between March 5 and March 11, 186 products were added, nearly all from the outside brands Reins carries: Wyoming Traders scarves, American Darling bags, Rockmount ranch wear, R. Watson boots.
186 products, Mar 5–119 outside brands that weekMar 23
Bags, belts, and buckles
The last two departments went live. By then the store held 195 of the products it carries today.
June
Wes on the Plaza
Riders under the Reins flag, past the cathedral downtown. Wes photographed the ride for the brand, from unloading the trailers to the flags.
THE BUILD
One studio, from the sign to the checkout
Four pieces carry the launch: one brand from the sign to the store, a store that sells with photographs, a phone-first path from search to checkout, and custom sections on a solid Shopify theme.
Everything on opening weekend came from one studio.
The rope-script logo is ours, and so is the sign it hangs on in the shop. The posters, the opening weekend event, and the store online came out of the same studio, so a customer met one brand on the street, at the door, and on their phone.
That’s why the first-month number counts the register and the website together: we made what brought people to both.
A store that sells with photographs.
Every department tile is a photograph of the goods being worn, in the same light, instead of a product on white. Get the Look sets a lifestyle frame beside the exact pieces in it, with their prices.
The catalog mixes Reins’ own line with ten outside brands, each with its own product photos. The photography and the type are what make 231 products read as one store.
Built for the phone on the Plaza.
The Plaza is a walking street, so the store has to work in one hand. On a phone it goes from the homepage to search, to a $1,400 suede jacket from Reins’ own line, to a cart with Shop Pay, PayPal, and Google Pay.
Product pages offer pickup at the shop on San Francisco Street, usually ready in 24 hours.
Custom sections on a solid theme.
We built on Shopify’s Atelier theme rather than from scratch, so checkout and accounts are Shopify’s own and stay current. Then we built the parts that make it Reins.
Twelve custom sections run across the store: the overlay header, the cover, Get the Look, the department grids, the store map, and a furniture showcase with its own consultation form for custom pieces.
THE SHOOT
Wes on the Plaza
The brand needed photographs that belonged on the Plaza, so Wes shot a ride through downtown: riders under the Reins flag past the cathedral, the horses coming off the trailers, and the details up close.
Photography by Wes · Creative Flow Studio · Santa Fe Plaza, June 2026
THE SITE, END TO END
Scroll the site, not a picture of it.
The live Reins Western Goods homepage, captured top to bottom at desktop and phone widths. You drive the scroll. The notes in the margin follow the page as it moves.
EVERY PAGE
One look, every department
The same condensed type, dark panels, and photographs run from the furniture showroom to the product pages — at desktop width and in your pocket.
THE RESULT
What changed, line by line
Brand
BeforeA name and a direction. No logo.
NowA rope-script logo on the shop sign, the posters, and every page of the store.
Opening
BeforeA storefront on the Plaza with nothing to announce it.
NowAn opening weekend we produced, and $100K+ in sales in the first month, the shop and the website together.
Online
BeforeNo website.
Now231 products on Shopify, Reins’ own line beside ten outside brands, with pickup at the store.
Photography
BeforeNo brand photography.
NowWes’s Plaza ride under the Reins flag, and lifestyle frames on every department tile.
The build
Before—
NowShopify’s Atelier theme with the 12 custom sections we built on top.
Reins opened looking like it had been on the Plaza for years. The first month is the proof.
The first-month figure comes from Reins’ own sales, the shop and the website together, confirmed by Kahlil on October 1, 2026. Store counts were measured on reinswestern.com the same day.
A new store gets one first impression on the Plaza. Reins made it with a brand, a sign, an opening weekend, and a store online, all from one studio.