Cellar Purchasing Partners

Where they stood

Once the fund was in place, Cellar Investment Partners wanted to give its partners direct access to the wines themselves. That calls for something other than a fund site.

If you offer high-end wines to a select group, you cannot use the approach of a regular online shop: everything visible, everything comparable, discounts in red. That undermines exactly what makes the product valuable. Exclusivity here is not a marketing trick but part of the offer.

What we did

Build

A private Shopify environment, accessible only to accredited partners, active in the Netherlands, Belgium, Germany and Luxembourg. With a custom-built sourcing module: partners can request rare wines that CIP then hunts down through its network.

The presentation is restrained, with a clear link back to the parent company, so visitors immediately understand where they are and who is behind it.

What came out

Partners now have their own place where they can buy and where they can have things found for them. That last part is the distinction: a web shop sells what exists, this environment searches for what does not.