Pipes from Proseč

One website was trying to do two different jobs

We soon realized that simply redesigning the Shoptet wouldn't solve the problem. A B2B customer needs to understand the manufacturer's tradition, production capabilities, wholesale terms, and the benefits of a long-term partnership. An end customer, on the other hand, is looking for a specific product, its variant, price, shipping, and a simple way to order.

Instead of another compromise, we therefore suggested dividing the communication into two separate websites, each with a clear purpose and its own customer journey.

• bpkpipes.com presents the brand and targets foreign retailers, distributors, and other B2B partners.
• shop.bpkpipes.com functions as a clear e-shop for end customers.

A new B2B presentation built on tradition

For the main website, we designed an elegant visual style that lets the pipes themselves, the natural materials, and the long history of production in Proseč stand out. The communication works with over 180 years of craftsmanship, millions of pipes produced, and exports to dozens of countries, yet it feels modern and confident.

The visitor quickly gets acquainted with the main materials and product lines – from briar, pear, and beech wood to ceramics and modern colorful collections. At the same time, the website is not just a catalog. It clearly communicates the B2B program, wholesale prices, options for larger orders, worldwide distribution, and a personal approach to business partners.

Visit the BPK Pipes website

Shoptet finally serves end customers

We moved the original e-shop to a separate subdomain and stripped it of content that belonged to the corporate or wholesale presentation. We removed redundant informational subpages and B2B call-to-actions that distracted the customer during a regular purchase.

At the same time, we clarified the categorization of products and their variants. The customer can make decisions based on material, type, or specific design and simply choose available versions on the product pages. The e-shop offers both Czech and English versions and supports purchases in Czech crowns and euros.

Because the Shoptet now fulfills a purely sales role, it was possible to fully utilize its e-commerce features. We integrated a payment gateway, carriers including Zásilkovna (Packeta), and delivery options for customers abroad.

Visit the new BPK Pipes e-shop

Two websites that support each other

The project didn't end with the split. We linked both parts visually and content-wise so that the visitor always easily finds the right path. The B2B website links to specific categories and collections in the e-shop, while banners in the Shoptet introduce the brand and direct business partners back to the B2B offer.

From the original website, which tried to satisfy two different groups at once, a connected ecosystem was created:

• A B2B partner gets the brand story, arguments for cooperation, and a direct path to contact.
• An end customer gets a clear catalog, prices, variants, shopping cart, payment, and shipping.

What we like most about the final solution

• Tradition got a contemporary look. The new website looks premium but doesn't lose its connection to craftsmanship and manufacturing history.
• Every visitor knows where they belong. Wholesale partners and end customers no longer get in each other's way in a single user journey.
• Products are explained better. Materials, collections, and modern designs have a clear place and an understandable context.
• Shoptet does what it's good at. Instead of a corporate presentation, it focuses on product selection, ordering, payment, and shipping.
• Both parts form one whole. Interlinking and banners allow seamless transition between the brand story, the B2B offer, and the actual purchase.

Cooperation that continues beyond the web

We are very happy with the result and pleased that the client keeps returning to us with more assignments. Gradually, we have also prepared business cards, flyers, and roll-ups for BPK Pipes' corporate presentations and other events.