PetGuru Black Week

PetGuru is a Romanian pet-care store run by vets, groomers and breeders. It sells grooming cosmetics, premium food and accessories to pet owners, and to professionals through a wholesale channel. For Black Week 2026 we didn't add a banner to the old store. We replaced the whole theme, then built the campaign into it.

A new theme under the campaign

The audit of the old store found years of layers: two complete styling systems, two JavaScript systems, 88 sections of which 40 were unused, three button systems and four different product cards. On a phone, the main content took up to 13.4 seconds to appear.

We replaced all of it with one hand-written theme on one design system, with no build step. What the business depends on came across: per-customer partner prices, the wholesale application, events, pre-orders, reviews and email.

One setting turns the store black and gold

Black Week is a color scheme in the theme settings. Switching it on remaps the design system's colors, so every page, drawer and menu turns warm black and ribbon gold and keeps its contrast, without separate dark styles for each component. Product photos keep their white panels, because that's how the products are shot.

The homepage leads with a looping video of the campaign art and a countdown that runs from a single end date, also shown in the announcement bar on every page. Even the newsletter popup is dressed for the week.

The campaign price, everywhere

The discount runs on Shopify's automatic discounts, and the theme shows it before the cart: a gold Black Week badge, the reduced price and today's price struck through, on every card and product page. One rule decides what applies, with three tiers for this campaign at 20%, 10% and 3%.

In the cart, the discount is named on each line and a single row adds up what the customer saves, right above checkout. Partners with wholesale prices keep seeing those instead of the campaign badge.

Thousands of offers, easy to get through

A catalog this deep can bury a good offer. Quick links go straight to gifts by budget, to dogs or cats, and to grooming, clothes and toys. The Black Week collection opens on what's in stock, with filters by category and brand, and a product can go into the cart from the grid.

The challenge

Black Week has a fixed date, and it's when a store can least afford to break. The theme had to be replaced on a live shop with retail and wholesale customers, without losing partner pricing or any of the apps it relies on, and it had to get faster while carrying a video hero and thousands of discounted prices.

Our approach

We measured the old store first, so the rebuild had a number to beat. The new theme was built separately from the live one and mapped section by section, then checked across 17 templates at phone, tablet and desktop widths, with every app compared against the live store. The campaign went in as settings rather than one-off code, so the store can go back to its normal colors without a rebuild.