Wirra Wirra
A private Shopify store for a very specific kind of customer journey
Wirra Wirra needed a dedicated online store for its internal Friends & Family programme - bringing together wines from Wirra Wirra, Ashton Hills and Hahndorf Hill in one secure, easy-to-manage destination.
The brief was deceptively simple: create a password-protected Shopify site where approved members could log in, browse selected products, receive the correct pricing tier, and place orders without exposing private pricing to the public or retail partners. The original scope also needed to account for customer access, staff and friends/family pricing, inventory visibility, DEAR integration, referral workflows and Klaviyo communications.
In other words: not a huge public-facing redesign, but exactly the kind of Shopify build where the logic underneath matters.
The challenge
Friends & Family stores often sound straightforward until you get into the details.
Who should be able to access the site?
What should they see once they’re logged in?
How do staff prices differ from Friends & Family prices?
How do you show savings clearly without creating awkward public-facing discounting?
How do you keep stock accurate across multiple brands?
And how do you make the whole thing simple enough for the internal team to manage after launch?
For Wirra Wirra, the answer wasn’t to overcomplicate the front end. It was to build a clean, functional Shopify experience with the right access, pricing and operational logic sitting quietly behind the scenes.
What we delivered
Nō.25 built a private Shopify store designed specifically for approved staff, friends and family members.
The work included:
- a restricted-access Shopify storefront
- age-gate and members-only entry logic
- customer login, registration and account flow adjustments
- simplified account pages for a more controlled member experience
- customer-tag-based pricing logic for Staff and Friends & Family groups
- custom price displays showing member pricing alongside original RRP
- cart-level price handling so the tiered pricing experience remained consistent
- product and collection structures to house wines from multiple brands
- custom brand typography and styling to make the store feel aligned with the wider Wirra Wirra ecosystem
- noindex / nofollow handling to keep the private store out of search engines
- referral and member-management considerations for future growth
- Klaviyo and operational planning for dedicated Friends & Family communications
- DEAR inventory considerations so stock management stayed connected to the existing business setup
The approach
This was a functionality-led build, so we made deliberate decisions about where to keep things simple and where to customise.
Rather than starting with a heavily designed concept, we used Shopify’s native structure as the foundation and customised where the customer experience, privacy requirements or operational logic demanded it.
That meant keeping the store relatively minimal on the surface, while giving Wirra Wirra the things they actually needed: controlled access, clear pricing, reliable product presentation, and a pathway for internal teams to manage members without creating unnecessary admin.
The store also needed to feel connected to the broader Wirra Wirra group without becoming a full brand redesign. We introduced custom font handling and restrained styling so the experience felt considered, but still practical and easy to maintain.
Why it mattered
The value in this project wasn’t just “building a Shopify store”.
It was understanding the operational context around the store.
Wirra Wirra needed a platform that could sit neatly alongside existing retail channels, inventory systems, customer groups and internal processes. Private pricing needed to stay private. Members needed a simple experience. The team needed a site they could actually manage.
That’s where the build had to be both technical and pragmatic.
The result
A secure, purpose-built Friends & Family store that brings multiple wine brands into one private Shopify experience, with member-specific pricing and access logic built into the foundations.
It gives Wirra Wirra a more streamlined way to manage staff and Friends & Family orders, while protecting public-facing pricing and keeping the customer journey simple.
Quietly complex, but deliberately easy to use - which is often where the best Shopify builds land.
