S&D Darting Dynamics
Shopify theme & product libraryS&D Darting Dynamics is Faversham’s dedicated darts shop on Salters Lane. Steve approached me with a clear brief: take more than 750 products online for the first time, with a store that works properly on mobile.
There was no website to refresh. This was a Shopify build from scratch: custom theme, structured product library, and a specialist shopping experience that matches the quality of the physical shop.
The problem
S&D Darting Dynamics had the stock, the expertise, and a loyal local customer base. What they did not have was a way to sell online. Every product lived in the shop. Customers who knew the store could visit. Everyone else had nothing to browse, compare, or buy from.
- No online presence. This was not a redesign. It was a first proper digital shopfront.
- A large specialist catalogue. More than 750 products across darts, flights, points, stems, dartboards, accessories, and clothing.
- Products that need proper understanding. Weights, brands, stems, flights, and player collections all matter. A generic ecommerce setup would not do the range justice.
- Mobile mattered from day one. Serious players browse on their phones. The store had to feel fast, clear, and credible on a small screen.
What we built
I built a custom Shopify theme around how S&D actually trades: dark premium branding, clear navigation by product type and manufacturer, and collection pages that stay usable even with hundreds of items in a single category.
The darts collection alone runs to 242 products across ten brands. Filters for weight and brand make that volume manageable. Featured collections, such as the Target Japan launch, give new stock a proper home on the homepage without burying the rest of the catalogue.
Shop by brand and popular categories sit near the top of the journey so repeat customers can jump straight to Winmau, Target, Red Dragon, Harrows, or the product type they already know they need. That structure only works if the product library behind it is organised properly.
The mobile experience keeps the physical shop in view too. Try before you buy, directions to Salters Lane, and the trust signals customers expect from a specialist retailer are all there on a phone screen, not bolted on as an afterthought.
The hard part was not the theme. It was the product library. Building a catalogue of this size is one job. Understanding what you are cataloguing well enough to structure it properly is another.
The result
A custom Shopify store with more than 750 products organised, branded, and ready for customers. The site reflects the specialist feel of the Faversham shop, works properly on mobile, and gives S&D a credible online business for the first time.
