12 Boards is an Australian skate and boardsports retailer, online on Shopify since 2013 and one of Sonder's long-standing partnerships. The published project record describes consolidating a second brand, Socal Skates, into the existing store: mapping collections, building relevant landing pages and putting redirects in place. This case study records that work without claiming a measured increase in traffic, rankings or revenue.
“They didn't just build a website, they got what 12 Boards is about and delivered a Shopify setup that's fast, easy to manage, and driving real results.”
Jamie Edwards, 12 Boards
// Current interface evidence
A specialist catalogue, in one browsing journey.
The original project brought Socal Skates into the existing 12 Boards store. On 7 October 2026 we visited the public Skateboard Decks collection to show how a specialist retail catalogue is presented today.
- Landing-page context: the current collection has a specific heading, buying information and related category routes.
- Product discovery: the desktop view shows filtering, sorting and linked decks within the same store.
- Mobile context: the phone view records the current collection experience, rather than a desktop mockup squeezed into a phone frame.
View the captured collection at 12 Boards. No newsletter modal was present in the final capture. The chat prompt was dismissed through its close button; the collapsed launcher remains. No customer details were entered or orders placed.
Collection mapping, landing pages and redirects are the documented consolidation scope. These current views do not establish which exact components came from that project. A historic URL map and matched search exports would be needed to verify the transition's effect on rankings or traffic.
Commercial measurement: these are dated current-interface records. They are not before-and-after comparisons and do not establish revenue, conversion, order-value or ranking gains.
For a similar requirement, explore Shopify store development and consolidation or ongoing Shopify support.
Common questions
Can Shopify work for a skate or boardsports store?
12 Boards is an Australian skate and boardsports retailer that has run on Shopify since 2013. Its published work record is an example of a specialist retail catalogue developed and maintained over time, rather than a claim that the platform guarantees growth.
What was involved in the Socal Skates consolidation?
The project record describes collection mapping, landing pages and redirects to bring Socal Skates into 12 Boards. Those are delivered tasks. Establishing their effect on search rankings, traffic or sales would require comparable before-and-after data.
Does a store consolidation guarantee that rankings are preserved?
No. Redirects and collection mapping are part of planning a careful transition, but search performance still needs to be measured after release. This case study does not include a verified ranking or revenue comparison.
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