Prime-Line Builds a Scalable Multi-Brand Ecommerce Experience with BigCommerce
Discover how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
- Featured
B2B Edition
Advanced B2B features for enterprise plans.Catalyst
NewCreate stunning, high-performing storefronts that captivate and convert.Feedonomics
Omnichannel feed and data transformation.Multi-Storefront
Manage multiple unique stores from one account.International
Grow your brand across the globe.
- Launch Services
Overview
Chart your path to success with specialized services.Implementation Project Management
Experts to ensure you launch on time and under budget.Solution Architecture
Seasoned advisors to help you best design your store.Data Migration & Optimization
Expertise on a clean and clear path to migrating your data.Enterprise Launch Package
Personal training on how to set up and launch your BigCommerce Store.
Professional Services Blog Series
Get to know our teams and how they support your success in this Q&A series.
The Global B2B Buyer Behavior Report
This in-depth report provides actionable strategies to help you sell more online.
2
Storefronts
1
Unified cart experience
47
years in business
Highlights:
CHALLENGE.
Managed multiple brands on disconnected platforms with no ecommerce functionality
Manual order processing created bottlenecks for B2B workflows
Customers couldn’t shop across brands or complete transactions online
SOLUTION.
Launched Prime-Line and Arrow Fastener on a shared ecommerce foundation using BigCommerce Multi-Storefront
Deployed Catalyst and Makeswift for fast, flexible frontend experiences
Implemented B2B Edition to support account-based pricing, quoting, and self-service ordering
RESULTS.
Reduced operational overhead and accelerated content updates
Increased B2B order volume with streamlined purchasing tools
Built a scalable ecommerce foundation for long-term DTC and B2B growth
Laying the digital foundation for multi-brand growth
From locks to latches, Prime-Line powers the hardware behind everyday life.
As a leading supplier of window and door replacement hardware, their products show up everywhere, from homes and hotels to commercial buildings and public restrooms.
Prime-Line sits alongside a portfolio of iconic brands like Arrow Fastener, Shop Vac, SK Tools, and others.
But while the product footprint was strong, the digital experience hadn’t kept pace. With fragmented platforms, disconnected carts, and limited functionality, the company lacked the infrastructure to scale ecommerce across its brands and customer types.
That’s why Prime-Line partnered with DYODE and BigCommerce to launch a new ecommerce foundation, built to scale as more brands come online.
CHALLENGE
Multiple brands. Zero cohesion.
Before replatforming, Prime-Line’s digital presence was fractured across brands, systems, and workflows.
Each GreatStar Tools property operated independently, with its own site and cart. There was no shared infrastructure, no ecommerce functionality, and no way to scale.
Internally, this created operational drag and complexity at every level:
Each brand required separate content management and updates
Orders were handled manually by phone, fax, or email
B2B buyers had no access to pricing, history, or self-service tools
Customers couldn’t shop across brands or check out in a single cart
Internal teams had no centralized way to manage catalogs or accounts
“When I started at Prime-Line, we had a website, but it was really an online catalog,” said Wilt Kishimoto, Director of Marketing, Ecommerce, and Customer Experience at Prime-Line. “There was nothing that allowed shoppers to actually purchase from the site.”
The tipping point came as GreatStar consolidated ownership across its brand portfolio.
It was clear the company needed to leave the patchwork behind, and work towards building one digital experience that could serve both B2B and B2C, now and into the future.
“When I started at Prime-Line, we had a website, but it was really an online catalog. There was nothing that allowed shoppers to actually purchase from the site.”
WILT KISHIMOTO, DIRECTOR OF MARKETING, ECOMMERCE, AND CUSTOMER EXPERIENCE, PRIME-LINE
SOLUTION
Establishing a unified brand experience.
To replace the tangle of disconnected storefronts, Prime-Line partnered with DYODE to launch a flexible ecommerce foundation — starting with Prime-Line and Arrow Fastener — and built to scale across additional brands over time.
Using BigCommerce Multi-Storefront, DYODE helped:
Consolidated two brands into one backend, with infrastructure in place to onboard additional brands when ready
Maintain separate storefronts for both brands, each with its own domain and design
Manage content, product data, and customer accounts from a single control panel
Enable cross-brand shopping and unified checkout with a custom-built shared cart
The tailored cart experience simplifies the buying journey for both B2B and B2C customers, eliminating the need for multiple checkouts and reinforcing Prime-Line’s commitment to convenience and brand cohesion.
“We wanted to be able to create a digital experience where we could have both brands on the site as well and then be able to check out on one checkout,” said Wilt. “This allows customers to have Prime-Line products and Arrow Fastener products all in their shopping cart based on one browsing session.”
A faster front-end with Catalyst and Makeswift.
To support multiple brands and faster rollout, DYODE built Prime-Line’s storefronts using Catalyst, BigCommerce’s headless framework powered by Next.js and React.
To simplify day-to-day content updates, they integrated Makeswift, giving internal teams a drag-and-drop visual editor to publish changes in real time.
With Catalyst and Makeswift in place, the team now benefits from:
A high-performance, headless frontend
Flexible brand styling across multiple storefronts
A shared codebase that accelerates development
Visual content editing — no developer backlog required
The result? Faster speed to launch, simpler ongoing optimization, and a future-proof frontend that scales.
Modernizing B2B with self-service tools.
For B2B buyers, including dealers, distributors, and trade professionals, Prime-Line needed more than a login. They needed pricing, quoting, and ordering tools that could match the complexity of their workflows.
DYODE implemented BigCommerce B2B Edition to deliver exactly that:
Custom catalogs and pricing by account
Quick order pad and CSV uploads
Saved carts and reordering
Roles and permissions for multi-user teams
“It's been so fast and so easy just getting from quote to approval to the sale,” shared Wilt. “The customers really like it. Our team likes it. It's a lot easier for them to manage. And now we can scale and we can grow.”
The shift replaced spreadsheets and email threads with a modern portal, making it easier for customers to buy, and for Prime-Line to grow.
“We wanted to be able to create a digital experience where we could have both brands on the site as well and then be able to check out on one checkout.”
WILT KISHIMOTO, DIRECTOR OF MARKETING, ECOMMERCE, AND CUSTOMER EXPERIENCE, PRIME-LINE
Agency partner: DYODE
Tech stack:
“It's been so fast and so easy just getting from quote to approval to the sale. The customers really like it. Our team likes it. It's a lot easier for them to manage. And now we can scale and we can grow.”
WILT KISHIMOTO, DIRECTOR OF MARKETING, ECOMMERCE, AND CUSTOMER EXPERIENCE, PRIME-LINE
RESULTS
Simplified operations. Stronger outcomes.
With BigCommerce and DYODE, Prime-Line launched the first phase of its multi-brand ecommerce experience.
On the backend, two previously siloed systems have been consolidated, eliminating redundant workflows and laying the groundwork for future brand rollouts. What once required duplicative admin work across brands can now be managed from a single control panel.
Key outcomes include:
Significant time savings through centralized workflows and shared infrastructure
Faster page updates using Makeswift’s drag-and-drop tools
Surpassed 2025 goal of attracting new small businesses to their B2B channel
A seamless cart and checkout experience across brands
“The BigCommerce team is just a phone call away or an email away. They're checking in on us. They're rooting for us. You can feel it,” remarked Wilt.
The fear of growing has been replaced by confidence, and a platform built to support what’s next.
“Now we can scale and we can grow,” he added. “Whereas before, we were always a little bit scared of growing because we knew there was just going to be more manual work for everybody.”
“The BigCommerce team is just a phone call away or an email away. They're checking in on us. They're rooting for us. You can feel it.”
WILT KISHIMOTO, DIRECTOR OF MARKETING, ECOMMERCE, AND CUSTOMER EXPERIENCE, PRIME-LINE
LOOKING AHEAD
Positioned to grow with confidence.
With a future-ready platform and strong agency support, Prime-Line is now focused on scaling its ecommerce operations, not just maintaining them.
The team plans to build on its foundation with:
Deeper personalization and loyalty integrations
Expanded email and digital ad programs through DYODE
Ongoing site optimization and UX enhancements
New B2B features as BigCommerce continues to evolve
Add additional storefronts for other brands in the GreatStar Tools USA portfolio
“It’s been really valuable to have a partnership with BigCommerce as opposed to feeling like a customer,” shared Wilt.
With DYODE and BigCommerce as strategic partners, Prime-Line is equipped to grow across brands, customer types, and sectors — including planned expansion into new verticals in 2026.
“It’s been really valuable to have a partnership with BigCommerce as opposed to feeling like a customer.”
WILT KISHIMOTO, DIRECTOR OF MARKETING, ECOMMERCE, AND CUSTOMER EXPERIENCE, PRIME-LINE
Published January 2026
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