Building a Custom Apparel Website Around a Live Product Configurator

The Challenge

Cobrapparel serves sporting clubs, schools, businesses, tradies and community groups across a wide product range. Buyers may know the garment they want, the audience they are buying for, or only that they need a custom design. A conventional product grid could not handle that variety on its own. From January 2024 to December 2025, the job was to create the website, make the range easier to navigate and implement a custom configurator that could support the design-to-order process.

What I Did

I built the customer-facing website around the ways buyers actually approach custom apparel: by product, use case, sport and organisation. I then implemented the live Kit Builder within the Design Your Own journey. The configurator connects product selection with basket, saved-design, locker-room and squad-store pathways, while the wider site supports product research, proof of work, client stores and direct help from the design team.

How I Did It

• 01: Structured the catalogue across headwear, apparel, sport, tradies, schools, corporate, hospitality and merchandise pathways.
• 02: Connected product and category pages to Our Works, client proof, FAQs, contact and bulk-enquiry routes.
• 03: Implemented the JavaScript Kit Builder as part of the website rather than sending customers into a disconnected tool.
• 04: Created clear entry points for Headwear and Outerwear, including the relevant minimum order quantities.
• 05: Integrated View Basket, My Designs, Locker Room and Squad Stores so a configured idea could progress into a practical team-order workflow.
• 06: Kept access to the design team visible for customers who needed help rather than a fully self-directed route.
• 07: Built the platform so SEO content, commercial product pages and the design experience could reinforce one another.

The Result

The engagement delivered a live apparel website with a working Design Your Own Kit Builder at its centre. Customers can begin with a garment category, move into saved-design and basket pathways, access squad stores or ask the design team for help. Across the available site-wide GA4 report from 1 January 2024 to 2 September 2026, the platform recorded 98,629 users and 24,128 tracked key events. Those totals demonstrate activity across the wider website; they are not presented as configurator-specific conversions.

Why It Matters

A custom digital tool creates value when it fits the buying journey around it. I connect the website, product architecture, support path and configurator so the technology feels like one customer experience.