Powering Umbro Team’s B2B and Consumer Storefront with Keystone
Umbro selected Keystone by Brickspace Lab in September 2025, to power Umbro Team — a Shopify storefront bringing fanwear, custom uniforms, footwear, equipment, and wholesale purchasing into one branded experience.
Opportunity
Umbro serves several distinct audiences, from individual supporters and players to clubs, teams, and wholesale buyers. Its storefront needed to merchandise a broad product catalog while supporting very different ways of shopping.
A fan might arrive looking for a single national team jersey. A club or dealer may need to compare uniform designs, purchase several sizes at once, access wholesale services, or place a larger equipment order. Umbro needed a flexible storefront that could support both journeys without separating its brand and catalog across disconnected experiences.
Solution
Umbro built Umbro Team using Keystone, Brickspace Lab’s Shopify theme designed for B2B, wholesale, and large-catalog commerce.
The storefront brings Umbro’s different product lines together through clear, visual pathways for fanwear, custom teamwear, footwear, and equipment. Seasonal collections and national team launches can take center stage while the wider catalog remains easy to explore.
The Keystone-powered storefront supports:
- Dedicated fanwear collections for national teams and clubs
- Custom uniform templates with a pathway to create an original design
- Separate shopping routes for men’s, women’s, and youth products
- Footwear and equipment merchandising
- Variant-level bulk ordering across multiple sizes
- Customer accounts and wholesale registration
- Product recommendations and a conversion-focused cart experience
- Flexible campaign merchandising for new kits, tournaments, and product launches
Keystone gives Umbro the B2B functionality required by teams and wholesale customers while preserving the polished, visual shopping experience expected by individual consumers. Features such as bulk ordering are integrated directly into product pages, allowing buyers to enter quantities across several sizes without repeatedly adding individual variants.
Impact and Results
Umbro has continued using Keystone as the foundation of Umbro Team since adopting the theme in September 2025.
The result is a single storefront capable of supporting consumer discovery, custom teamwear, and larger purchasing workflows. Umbro can spotlight timely releases—such as its Democratic Republic of Congo World Cup 2026 collection—while maintaining permanent shopping destinations for fanwear, uniforms, footwear, and equipment.
By combining consumer merchandising, wholesale registration, customer accounts, and bulk ordering within the same theme, Keystone gives Umbro a flexible platform for serving everyone from individual supporters to entire teams.
The storefront provides a repeatable foundation Umbro can continue using as new kits, collections, partnerships, and tournaments are introduced.
