Rebuilding a 10,000-Product Shopify Store

HellsQueen sells lingerie and intimate wellness products through a dropship supplier. The store worked technically, but it was a supplier feed, not yet a store:

One "All Products" menu link opened 8,224 products

Supplier titles in ALL CAPS, with SKU codes, sizes and Spanish colour names

297 collection templates, most unused

No link to the Impressum, and a refund policy that denied the legal right of withdrawal

A Pinterest ban, caused by a full-catalog sync

Rebuilt the main menu around the shopper: from 10 mixed items (English only) to 7 clear groups in English and German. No duplicate paths, and editorial links moved under one "HQ Selection".

Merged duplicate collections, unpublished 14 overlapping ones, and rebuilt the curated "Edit" from an auto-fill rule (367 products) to 126 hand-picked products. Sold-out products now leave curated collections automatically. 151 collections moved to one clean template with a proper H1, and 267 unused templates were removed (297 → 30). Changed URLs got 301 redirects.

Rewrote 1,758 active listings in the brand's own voice: supplier names and SKU codes removed, sizes turned into variants, colour names translated, and duplicate supplier copy replaced with unique descriptions.

Impressum and Widerrufsbelehrung (DE + EN), a § 356a BGB withdrawal button built without an extra app, a rewritten refund policy, unit prices (Grundpreis) on 1,057 products, GPSR manufacturer information on 1,973 products, and 21 health-claim products rewritten in English and German.

Replaced the catalog sync with pixel-only tracking, removed 1,919 unsuitable products from the Pinterest collection, and designed "The Lingerie Edit": a no-menu ad landing page with 22 hand-picked products, live in English and German.

Audit → rules & review → build in batches → verify → publish. I read live store data through the Shopify Admin API, worked on draft themes, wrote product data in reviewed batches with Claude, re-checked every change and kept rollback files. Every change was reviewed before it went live.