The shop
Does its job
Officially licensed knitwear, nine currencies, reviews. It stays. It is just the wrong first impression for a buyer placing twenty thousand units, and the wrong thing to find on the .co.uk.
Proposal · 13/10/26 · Draft for review
Not just a clothing company.
A creative agency that specialises in merchandise and clothing, with its own factory and its own supply chain, made in Britain, in Manchester. The website should say all of that in ninety seconds. Today it says almost none of it.
| Client | Prepared by | Scope | Starts with |
|---|---|---|---|
| NOTJUST · Manchester | Tom Varney · Strawberry Lace | Agency site, catalogue, factory, shop in your design, the platform behind it | Two weeks of discovery |
01 · Where you are today
The websites are not doing the company justice.
Two sites, three domains, and a big client cannot tell what it is you do.
A merchandise director at a club, a museum or a drinks brand types notjustclothing.co.uk and lands on a Shopify shop of licensed Christmas jumpers. Good at what it does. It also tells them you sell Snowman knitwear at £34.99.
The trade site, notjustclothing.com, is one page behind a banner link on that shop. Five images, no video, no clients, no factory, no capability, no minimum, no lead time. A company that designs for JW Anderson, knits 38,000 scarves for a play-off final and runs its own floor in Manchester is presenting itself as a headline and a four-field form.
The damage is not that the sites look cheap. It is that they confuse. A buyer with a six-figure order has to work out, on their own, whether NOTJUST is a novelty shop, a print broker or a manufacturer. Most will not bother.
The one-pager
Says almost nothing
Everything a buyer needs to trust you is missing, and all of it exists: the clients, the floor, the numbers, the lead times, the design studio.
The brand
Keep it
Acid yellow, the pixel smiley, the blocky wordmark. A real identity doing real work. We are not proposing a beige agency site. The fix is evidence and structure, not a new personality.
02 · What NOTJUST is
The full package, under one roof.
Four things most competitors offer one of. The site has to be a perfect mix of all four.
A creative agency that specialises in merchandise and clothing, that also owns the factory and the supply chain behind it. That combination is rare, and it is the whole pitch.
Agency
Design that starts earlier
Range planning, concepts, knit charts, licensing paperwork, campaign kits. The thinking before the order, which is where the margin and the loyalty live.
Catalogue
Thirteen disciplines, priced and timed
Scarves, Christmas jumpers, knitwear, socks, accessories, jackets, labelling, print and embroidery, bags, headwear, blankets, football shirts, bespoke. Minimums and lead times already written.
Clothing and merch
Built to be sold, not just handed out
Club shops, museum stores, brand campaigns, runway. Retail finished, officially licensed, priced to sit on a shelf. Merch that people pay for is a different trade from merch that gets given away.
Factory
Made in Britain, in Manchester
Your own floor for sampling, short runs and the jobs that cannot wait, with partner mills in Turkey, Poland and China for scale. Bringing manufacturing back to the UK is a story buyers, press and clubs want to tell. The site should let them.
"These people design it, make it in Britain, and have done it for names I have heard of."
That is the sentence a buyer should be able to say after ninety seconds. Everything in this proposal is in service of it.
03 · The pitch
Fun on the surface. Serious underneath.
An interactive site with a creative edge, and depth, scale and capability one scroll down.
The surface
Something people play with
Knitted letters that follow the cursor and change skin on repeat. A wordmark that swaps styles. A site that picks its own colourway. The kind of thing that gets screenshotted and sent round a studio, which is how a merch supplier gets talked about.
Underneath
Proof at every claim
Thirteen catalogue pages with minimums and lead times. A client wall with the work behind each logo. The factory on film. Numbers: units a year, people, years trading. Big looks like depth, and depth is what we build.
The register
Agency, not supplier
The copy talks the way a creative agency talks, about ideas and outcomes, and then backs it with manufacturing facts a procurement team can check. Both audiences, one site.
We have built four working directions to choose from, from "your design as sent" through to the full agency-and-factory mix, each with its shop. They are on the Site directions page of this pitch, framed live, with a phone view. The one we are recommending is the fourth: the bold sans, the letters on repeat, the catalogue as product cards, the factory under the showreel.
Factory floor film and photography get captured once the factory is ready. The site is designed with those slots in place, so nothing has to be rebuilt when the footage lands.
04 · Colourways
A site made to order, like everything else you make.
Pick a colourway and the whole site re-dyes. Try it below.
Click a swatch, top right. Then drag the letters, scroll, and hit the skin pills on the left.
Who it is for
Gen Z and younger
The buyers coming through at clubs, labels and brands grew up on sites that react to them. A page that re-dyes when you touch it, letters you can push around, a cursor that is a pixel hand: that is the register that reads as cool to them, and as confident to everyone else.
What it does for you
A reason to be sent round
A merch supplier gets chosen by recommendation. Something a designer screenshots and posts is worth more than a paid ad, and it costs nothing after launch. The colourways are a feature people show each other.
What it says
Made to order, even the website
The mechanic is the same as a yarn card. Every visitor leaves with the sense that NOTJUST customises things, which is the business. And the choice is remembered, so the site comes back the way they left it.
Your control
You set the default
The colourways are a switch in your own dashboard, not a developer job. Change the default for a campaign, a season or a client visit, and change it back after.
05 · Page by page
Seven page types. Most of them run on what the platform already has.
The consumer shop stays where it is, rebuilt in your design so a buyer never feels the seam.
Home
The ninety seconds
The letters, the tagline on repeat, the showreel, the factory split, the client wall, six capabilities, the thirteen disciplines as cards, the catalogue. The fourth direction, as framed on this pitch.
What we make
Capability
One page per discipline, straight from your 2026 catalogue: lead time, composition, origin, minimum, and the work that proves it.
Our work
The sales pitch
Case studies, each on its own page, each with the badge, the brief in a sentence, the numbers, the work, the making, the outcome. This page wins the work.
The factory
Provenance
Film and stills from the floor, shot when the factory is ready. Machines named, processes shown, people in shot. Partner factories stated plainly, as your catalogue already does.
The studio
The agency
What the design side does and how a project starts. Range planning, concepts, licensing, campaign kits, with the work that came out of it.
How it works
Enquiry to delivery
Six steps with real timings against each. Buyers choose on lead time and risk as much as price; saying it plainly beats everyone who hides it.
Start a brief
A form that arrives useful
What, roughly how many, when, whether artwork exists, who you are. Short, and enough to quote without a phone call. Every brief lands in your dashboard.
The shop
In your design
shop.notjustclothing.com rebuilt on Shopify's Storefront API so it wears the same header, footer and type. Stock, checkout, payments and the nine currencies stay with Shopify.
06 · The platform
Your site lives on OrderMango.
Every site we build runs on our own platform. You get a dashboard, not a developer's phone number.
OrderMango hosts our clients' sites and everything behind them. You log in to your own dashboard, and from there you run the site, the enquiries, the media and the customers yourselves.
Web builder
Edit every page
Pages are built from sections you can edit, reorder and add to. New case study, new product page, new campaign landing page: an afternoon in the dashboard, not a change request.
Media
One library, every size
Upload once. The platform serves the right size and format to every device and keeps the masters untouched. Factory film and product photography live in one place.
Responses
Every brief in one place
Enquiries, catalogue requests and sample requests arrive as structured responses, not emails, with the fields a quote needs already filled. Capture forms work from a QR code at a trade show too.
Domains
All three, in one place
notjustclothing.com, shop.notjustclothing.com and the .co.uk redirect, managed on the platform with certificates handled. Add a campaign domain in an afternoon.
Loyalty
Reward the repeat order
Points, tiers and rewards on the platform, for the consumer shop or for trade. Built, dormant until you want it.
Branded email
Sent as NOTJUST
Confirmations, replies and campaign emails go out on your own domain through Resend, in your typeface and your yellow, with delivery you can see.
Colourways and themes
Your switches
The colourways, the nav colour, the logo skins: switches in the dashboard, with the brand rules built in so nothing can go off-brand.
Hosting and security
Looked after
Global hosting, a managed database, backups, uptime monitoring, security patches and platform updates. The boring part, done properly and continuously.
07 · How we work
Discovery, then a rolling build, then a subscription.
Strawberry Lace designs, builds, implements, manages and keeps the site. One team, start to finish.
The shape of the work
Three stages, no surprises
Stage one
01
Two weeks of discovery
A deeper dive into what we will build and how it will look. Workshops, the catalogue, the clients you can name, the numbers you will publish, the domains. A flat £1,400.
02
The handbook
By the end of the fortnight you have a working handbook: the structure, the pages, the design direction, the timeline in detail. It is the document we build from.
Stage two
01
Rolling build retainer
£3,000 a month while we are building. Design, build, content, implementation, with a first cut of the home page on this site within the first weeks.
02
Live, in stages
The trade site goes live first, then the case studies, then the shop in your design. You are never waiting for a big reveal.
Stage three
01
The subscription
Once the planned scope is finished the retainer drops to £450 a month for the trade site, £650 once the shop in your design is live. That pays for hosting, uptime, security, backups, media, email and the platform itself.
02
Optional retainer
£600 a month for Strawberry Lace to be on hand for anything technical or design related in the business: decks, campaign pages, new sections, a second opinion.
Discovery is a flat fee, and it stands on its own. If the handbook says we should not build, you keep the handbook and we stop there.
| Stage | What it is | What it costs | When |
|---|---|---|---|
| Discovery | Two weeks. Workshops, structure, design direction, detailed timeline. Ends with the handbook. | £1,400, flat | Weeks 1 to 2 |
| Build | Design, build, content, implementation, management. Rolling, month by month, against the handbook. | £3,000 a month | While we build |
| Subscription | The trade site. Hosting, uptime, security, backups, media, branded email, platform updates, your dashboard. | £450 a month | Once scope is complete |
| Subscription, with the shop | The above, plus the shop in your design on Shopify's Storefront API: its hosting, its media, and keeping it in step with Shopify. | £650 a month | Once the shop is live |
| Retainer (optional) | Strawberry Lace on hand all year: technical, design, decks, campaign pages. | £600 a month | From go-live |
All figures exclude VAT. The build retainer runs only while there is scope in the handbook left to build; the month it is finished, it stops.
What the subscription buys
Hosting on the edge, a managed database, media served at every size, branded email sending, backups, security patches, uptime monitoring, the dashboard, and the platform improving under you. The part most agencies hide in a hosting invoice; we would rather say it plainly. What it keeps alive is a trade site, a case study library and a shop front in your design.
Uptime and speed
Global edge hosting, a managed database, media served at the right size from a content network. A site that is fast in Manchester and in Melbourne.
Security and backups
Patches applied as they ship, backups taken continuously, a staging copy for anything risky. The checkout stays with Shopify, so card details never touch our servers.
The platform keeps improving
Every feature we build for any client lands on the platform you are already on. The dashboard you log in to in a year will do more than the one you log in to today.
08 · Decks that are web pages
Sales decks built in HTML and CSS, with a link you can send.
This proposal is one. So is the site directions page. We build them for you too.
A PDF deck is a flat thing that goes out of date the day it is sent. A web deck is a page: it can hold film, it can be interactive, it updates in place, and the link you sent last month shows this month's version.
Pitch decks for your clients
A club wants a range proposal: we build it as a page in your design, with the garments, the numbers, the mock-ups and a reply form. You send a link. They open it on a phone.
Campaign and season pages
Christmas range, play-off final, a museum exhibition tie-in. A landing page in a day, on your domain, in the dashboard afterwards.
Always on hand
This is what the optional retainer covers. A deck on Tuesday for a meeting on Thursday, a new section for a trade show, a design question answered the same day.
How it rolls out
Discovery first. Nothing else starts properly before the handbook is agreed.
Weeks 1 to 2
Discovery and the handbook
- What NOTJUST says to a buyer, not a consumer
- Which clients can be named
- The numbers you will publish
- Domains, and the shop's place
- The handbook, agreed
Weeks 3 to 8
The site
- Home, the letters and the colourways
- What we make, from the catalogue
- The studio and how it works
- Start a brief, into your dashboard
- Live at notjustclothing.com
From week 6
The work
- Case study template
- The first five clients
- Then one a fortnight, as photography allows
When the factory is ready
The shoot
- Film and stills on the floor
- Dropped into the slots already built
- The factory page, and the hero on every page
Phase 3
The shop, in your design
- shop.notjustclothing.com on the Storefront API
- Shared header, footer and type
- Reviews and subscriptions confirmed app by app
- .co.uk redirects
After that
Subscription, and the retainer if you want it
- Dashboard, hosting, security, email
- Decks and campaign pages on demand
The extras (price breaks, sample ordering, an artwork portal) are only worth building once the enquiry volume says so.
10 · What we need from you
Five things, and three questions.
All of it is discovery material. None of it has to be ready before we start.
- Permission to name clients. If the clubs cannot be named, the whole argument weakens and we should know before we design around it.
- A day at the factory once it is ready, with someone who can explain what each machine does.
- The numbers you are willing to publish: units a year, floor area, headcount, years trading.
- Minimums and lead times per discipline. Your catalogue already has them; we need to know they are current.
- Artwork: the wordmark, the woven label, the pixel smiley, and any certifications you hold.
Open questions
- The domains: does the trade site take notjustclothing.com, with the shop moving to shop.notjustclothing.com and the .co.uk redirecting?
- The consumer shop: keep it, close it, or run it as a seasonal drop? You mentioned closing it. Our view is that it is worth keeping alive, demoted to shop.notjustclothing.com: it is the live proof that your merch sells, it carries the .co.uk's search standing, and once the trade site owns the .com it stops confusing buyers. Christmas jumpers are seasonal, so a shop that opens for the last quarter and rests the rest of the year may be the right shape. If it closes, phase 3 and the shop tier of the subscription simply fall away.
- Is NOTJUST the name the trade side goes to market under, or does the manufacturing arm want its own?
Next step
Two weeks of discovery.
Then the handbook, then the build. A first cut of the home page in your yellow is already on this site. Tom Varney · Strawberry Lace