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From Minor League to Hall of Fame: FOCO’s New Online Store

Growth Spark

Game day. Work day. Everyday. Real fans don’t need a special opportunity to display their team love. Those colors and logo mean more than just “I’m a fan.” They’re a shared symbol of the roller-coaster ride of loyalty and pride, anticipation and pain that comes with being a true fan.

The biggest fans likely have a home full of merchandise from FOCO, a sports and entertainment merchandise manufacturer with licensing agreements with all the major franchises.

While FOCO is a huge and growing brand, until recently the company’s website didn’t stand up to its successful fan-base.

FOCO brought Growth Spark on board to develop a new custom Shopify site, which launched at the end of September.

Seeking a Development Partner with Speed and Agility on the Field

In business since 1998, FOCO is a family-run company managed by father-son team Michael and Alex Lewis.

Recently, the family’s focus had been on acquiring FOCO’s sister company, Sports Fan Island. Both sites cater to sports fans, and offer different product sets. Throughout the acquisition process, FOCO lingered in the background with an older, poorly-optimized online store.

When the acquisition was complete in early 2018, Alex was charged with refocusing on FOCO and launching a new Shopify store.

He found Growth Spark and knew that our super agile and responsive team could deliver the highly technical and creative site they needed.

Extensive Search and Filtering Functionality for the Win

FOCO filtering e-commerce Shopify

With a deep background in both website development and visual arts, Alex presented Growth Spark with highly-developed technical requirements and a strong creative direction for the site from the very beginning.

The site scope included a lot of third-party app integrations into the new FOCO site, which was built on Growth Spark’s proprietary theme.

One of the most important criteria was for search and filtering capabilities beyond Shopify’s native functionality to ensure FOCO’s extensive product catalog would be easy for customers to explore and search.

To address this, we integrated Algolia to provide the real-time search, search filtering, advanced search analytics, product collection filtering, and recommended products management that FOCO needed. launched with more than 10,000 products, and will continue to add more weekly to eventually reach up to 50,000 SKUs.

Whether a fan is looking for slippers from their favorite NHL team, a build-it-yourself stadium replica, or that coveted bobblehead of your star player, the new makes it easy for fans to find exactly what they’re looking for.

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