Two brands, one store
Spellbinders makes papercraft tools: dies, hot foil, embossing and die-cutting machines, and cardstock. When Spellbinders brought Hero Arts, the stamp, ink and stencil brand, into the family, they wanted to run both from a single Shopify store without either brand losing its identity.
Text Connects designed and built it. We kicked off in March 2026, designed both brands in Figma, and launched in July 2026 with spellbinders.com and heroarts.com running on the same store.
One theme that knows which brand you’re on
The theme reads the domain and renders that brand: its own logo, header, menus, colors and homepage. Sections can be set to show on Spellbinders, Hero Arts or both, so the team manages two sites from one theme editor. A shared top bar lets shoppers switch between brands.
- Search and recommendations stay on brand. On heroarts.com, product search, related products and blog search only show Hero Arts.
- One cart across both sites. A shopper can add from both brands and check out once, and checkout opens on the brand they’re shopping.
- Every order is tagged by brand automatically, so reporting, fulfillment and affiliate tracking know where each sale came from.
- Tracking and SEO per domain. Each site gets its own analytics and marketing tags, with cross-domain tracking between them, and search engines see two distinct brand sites rather than duplicate pages.
Bringing the data together
- Products came over from the old Hero Arts Shopify store. We compared the two catalogs first and protected the products both stores already shared, so nothing was overwritten.
- The blog moved from a separate WordPress site into Shopify with a custom migration script, images included, in phases.
- Loyalty points were merged, so Hero Arts customers kept the points they’d earned.
- Order history moves with a custom order migration tool we built. It maps every old product to its new one, recreates discounts and checks that each order’s totals match the original before it’s imported.
Along the way Spellbinders also moved to its new domain, spellbinders.com, with customer accounts moved over with it.
Built to work with everything else
Klaviyo, Yotpo, Loop subscriptions, Deposco fulfillment and CJ affiliate tracking all run across both brands from the one store.
