Harts Fabric is an independent fabric retailer based in Santa Cruz, CA that sells fabric and notions through their brick and mortar store as well as through their website. Harts approached Vertical Rail in need of a new ecommerce website that offered a versatile and stable platform that could handle their expansive and ever-changing inventory of fabrics.
We built a mobile-responsive ecommerce website on the Magento platform. The site enables Harts to associate product attributes to their fabrics and other items so customers can search and browse for fabrics in a variety of ways. We structured the store to be functional for their users and easily crawlable and indexed for search engines, organizing the fabrics by fabric type, pattern, color, manufacturer, and other attributes. We also included some custom-coded options, including the option to match thread to the fabric.
The team at Harts includes many talented artists who have refined their color and brand. For their website, we utilized their stylish and sophisticated color scheme of soft colors as accents throughout the site. While the majority of the site is composed of soft shades of gray, these color accents bring attention to important details throughout the design.