Friendly Fires is one of Canada's largest fireplace and BBQ specialty retailers, serving customers across Ontario and beyond. When we first started working with them in 2013, they had a basic website and an offline sales model. Today, they have a fully-integrated e-commerce operation doing thousands of transactions per month.
The core challenge: fireplace and BBQ parts are complex. Products have thousands of variations, compatibility matrices, and require expert knowledge to sell correctly. We built a custom WooCommerce implementation that handles this complexity — with intelligent product filtering, compatibility checking, and a purchasing experience that mirrors the expertise of their showroom staff.
Friendly Fires now ranks #1 in search for major category terms, above the manufacturers themselves. That's the result of 12+ years of technical SEO work built into everything we build for them.
Custom WooCommerce Build
A fully custom WooCommerce implementation handling 5,000+ products with complex variation matrices, compatibility rules, and specialty category structures.
Ongoing E-Commerce Development
E-commerce capability was added in 2018 and has grown continuously. Payment gateways, inventory sync, shipping integration, and a checkout flow optimised for high-value purchases.
Technical SEO
12+ years of technical SEO work. Structured data, site architecture, content strategy, and page performance tuning that puts Friendly Fires above manufacturer sites in search.
Custom Theme Development
A fully custom WordPress theme built from scratch — not a modified commercial theme — designed to handle the unique requirements of a specialty retailer.