Brooklyn Steel Co.

At a glance

Brooklyn Steel Co. is a kitchen appliance brand launching the Talos 20, a $499 home espresso machine with a built-in grinder and milk frother. We built their Shopify store and shaped how the product is explained, merchandised and supported after the sale.

The goal: Sell a premium appliance online to people who have never used an espresso machine like it, and grow the size of each order.

The challenge

• At $499, nobody buys an espresso machine on impulse. Shoppers want to know how it works and whether they can use it before they pay.
• Spec sheets alone (bar pressure, grind settings) don't tell a beginner why any of it matters.
• The Brooklyn café identity had to show up across the whole store, not only in the photos.
• Profit depends on more than the machine, so cups and accessories needed a real place in the buying path.

What we did and why

• Explain the machine in plain benefits. We turned each feature (grind settings, pressure gauge, steam wand, dual spout) into a visual card that says what it does for your morning coffee. Shoppers who understand a product are far more likely to buy it.
• Make bundles easy to build. A mix and match builder for the limited edition cup collections lets shoppers add to their order in a couple of taps instead of hunting through the catalog.
• Organize the catalog the way people shop. Machines, Mugs and Accessories each got their own collection page with the same Brooklyn type and voice, so the store feels like one brand.
• Support the customer after checkout. Brew Guides give new owners recipes and how-tos. Customers who succeed with a product leave better reviews and send fewer returns.

What we delivered

• Shopify storefront with a feature-education product page for the Talos 20 (grind settings, pressure gauge, steam wand, dual spout).
• Visual feature cards that explain capabilities in benefit language, not spec sheets.
• Mix-and-match bundle builder for limited-edition coffee cup collections.
• Machines, Mugs, and Accessories collection pages with Brooklyn-branded typography and tone.
• Brew Guides content section for post-purchase confidence.

See it live at brooklynsteelco.com.

How we measure success

A launch is the starting line. These are the numbers we watch in Google Analytics 4 and Shopify for a project like this, and the ones worth tracking on your own site:

• Product page conversion rate for the Talos 20 (sessions that add to cart, then purchase)
• Average order value, and the share of orders that include a bundle or accessory
• Traffic and time on page for Brew Guides, plus returns and support requests per order

Lessons you can use

• If your product needs explaining, your product page has to do the explaining. Lead with what it does for the buyer, then show the specs.
• Bundles raise order value when they take one tap, not a second shopping trip.
• Content that helps people after they buy (guides, recipes, how-tos) protects your reviews and cuts returns.

If you sell something people need to understand before they buy, your website is your best salesperson. We build stores that teach, reassure and then sell.