Fromm Pro: Building a Pro-Only Pricing System and a Rebuilt Shopify Store for a Century-Old Salon Tools Brand
Fromm has made tools for stylists for more than a century. Since 2023, XgenTech has been Fromm Pro's Shopify retainer partner. We rebuilt the storefront one page at a time and engineered the pro account system that gives verified salon professionals their own pricing and experience.
The Project in Brief
XgenTech has been Fromm Pro's Shopify retainer partner since 2023. Fromm Pro (frommpro.com) is the online store of Fromm International, a professional salon tools brand with more than a century of history. Over three years and 400+ tickets, XgenTech rebuilt the store's homepage, collection page, product page, drawer cart, login and registration templates one page at a time. XgenTech also built a pro account system: a custom registration flow, customer tags and metafields that identify verified professionals, and pro pricing applied through Shopify automatic discounts and theme logic.
The result is one Shopify store that serves two audiences. Licensed stylists and cosmetology students see pro pricing and pro messaging. Retail shoppers get a clean, shoppable experience. The whole system runs on standard Shopify, without Shopify Plus.
Fromm Pro: Pro Tools, Sold Direct
Fromm has been a leader in the professional beauty industry for more than a century. Through frommpro.com it sells salon-grade brushes, color tools and foils, towels, shears, mannequins and salon apparel direct to the people who use them. Its collections include Style Artistry, Color Studio, Studio Experience, Apparel Studio and Shear Artistry. The store serves two customers at once. Salon professionals and cosmetology students join as pros and get their own pricing. Retail shoppers buy the same tools at standard prices. That dual audience shapes every design and development decision on the site.
Stylists, colorists, barbers, salons and cosmetology students who buy tools for daily use behind the chair.
Enthusiasts and at-home shoppers who want salon-quality tools without a pro account.
More than a century of craftsmanship, with a catalog spanning hundreds of SKUs across styling, color, shears and salon apparel.
One Store, Two Audiences, and a Brand That Keeps Launching
Fromm Pro needed a Shopify partner who could grow the store without pausing the business. The brief came down to four goals.
Give Professionals Their Own Experience
Recurring revenue is the single most important lever for a DTC supplement brand, but a stock subscription widget makes it hard for customers to understand the difference between a one-time purchase and subscribe-and-save. Jacked Factory needed a subscription experience designed around how athletes reorder pre-workout, protein, and creatine every month.
Keep Fromm in Control of Who Counts as a Pro
Professional status carries a price benefit, so Fromm's team needed to review every pro application before pricing unlocked.
Modernize the Storefront Without a Risky Relaunch
Rebuild the whole site while it keeps trading, with each template shipped, tested and live before the next one starts.
Make Merchandising Faster
New collections, seasonal sales and product launches like mannequins and new roller sizes needed layouts the team could merchandise quickly.
A Custom Pro Account System, Built on Standard Shopify
Shopify doesn't come with a "professional customer" out of the box. On Shopify Plus, brands often reach for B2B catalogs. Fromm Pro runs on standard Shopify, so XgenTech built the pro layer from native building blocks: customer tags, customer metafields, automatic discounts and theme logic.
Register as a Pro
Custom Recharge and Skio widget builds that make the one-time versus subscription choice obvious, show the savings clearly, and remove the friction that keeps supplement buyers from committing to monthly delivery.
Built by XgenTechFromm Verifies
Fromm's team reviews each pro registration manually. Verification stays with the brand, which protects pro pricing from misuse.
Fromm teamTag & Metafield
Approved accounts are identified by a customer tag and customer metafields, the single source of truth the storefront reads.
Built by XgenTechPro Price & Messaging
A tag-scoped automatic discount applies pro pricing. Theme logic shows pro prices and pro messaging. Everyone else sees standard pricing and an invite to join.
Built by XgenTechA Clear Separation of Systems
Bubblehouse powers Fromm Pro's rewards and points program. Everything else in the pro experience is XgenTech's build: registration, tagging, identification, pricing logic and messaging. Keeping the rewards app out of access control means Fromm can change its loyalty program without touching how pros are recognized or priced.
No Plus Required
Tag-scoped automatic discounts plus theme logic give a two-tier price experience on standard Shopify.
One Source of Truth
Tags and metafields drive pricing, messaging and segmentation, so every part of the store reads pro status the same way.
Brand-Controlled Access
Manual verification keeps the pro benefit meaningful and in Fromm's hands.
Six Templates, Rebuilt One Page at a Time
Instead of a single big-bang redesign, XgenTech rebuilt Fromm Pro's storefront template by template. Each page was designed, developed, tested and shipped while the store kept trading, so the business never had to pause for a relaunch.
Homepage: Shop Without Leaving the Homepage
The homepage became a storefront in its own right. Shoppers can shop directly from it, and shoppable banners open a slide-out product card so they can add tools to the cart without leaving the page.
- Shop-from-homepage product modules
- Shoppable banners with a slide-out product card
- Campaign-ready hero and collection layouts for seasonal sales and launches
Collection Page: Merchandising Inside the Grid
Collection pages pair custom filters with promotional tiles placed between products in the grid. Fromm can feature a launch, a collection story or an offer right where shoppers are browsing.
- Custom filters for a large, multi-category catalog
- Promotional tiles between products in the grid
- Pro and non-pro price display on product cards
Product Page: Video Where the Decision Happens
A custom video section on the product page shows tools in use by working stylists. That's the proof a professional wants before buying a brush, shear or foil.
- Custom PDP video section
- Pro vs non-pro pricing and messaging
- Layout built for multi-variant tools and packs
Drawer Cart: Fast, and Aware of Who's Shopping
A rebuilt drawer cart keeps shoppers on the page as they add items. It reflects each customer's pricing tier and keeps the path to checkout short.
- Slide-out drawer cart
- Tier-aware pricing and messaging
- Clear path to checkout
Login: Pros Recognized at the Door
The login page speaks to both audiences. It prompts professionals and students to sign in for pro pricing and tells retail shoppers what a pro account unlocks.
- Pro-aware login messaging
- Clear route to pro registration
Registration: The Front Door to the Pro Program
The custom registration flow captures pro applications and feeds Fromm's manual verification process, which in turn drives the tagging system.
- Custom pro registration flow
- Feeds manual verification, then tags and metafields
The Systems Behind the Storefront
Bubblehouse powers Fromm Pro's rewards and points program. Everything else in the pro experience is XgenTech's build: registration, tagging, identification, pricing logic and messaging. Keeping the rewards app out of access control means Fromm can change its loyalty program without touching how pros are recognized or priced.
Klaviyo on Shopify
Helped set up Klaviyo, including signup forms, so Fromm can grow its list and segment by customer type.
Bubblehouse Rewards
Integrated alongside XgenTech's pro account system. Bubblehouse handles points; XgenTech's system handles who is a pro and what they pay.
App Installation
Helped install and integrate most of the apps running on the store, keeping them working with the custom theme.
Custom Theme
A custom Shopify theme maintained by XgenTech, so new features ship into one consistent codebase.
400+ Tickets and Counting: How the Retainer Works
A retainer suits a brand like Fromm Pro because the store never stops moving: new launches, seasonal sales, new collections, app updates and continuous template improvements. Over three years XgenTech has delivered 400+ tickets, from new functionality and page rebuilds to app installs, merchandising updates and day-to-day fixes. Every change ships into the same custom theme, so the store gets more capable over time instead of accumulating patches.
2023
Retainer start
400+
Tickets delivered
6
Templates rebuilt
What the retainer covers
What a Professional Beauty Brand Needs on Shopify
Brands that sell to licensed professionals and to consumers have different needs from a typical DTC store. These are the principles XgenTech applied at Fromm Pro and brings to every professional beauty build.
Verify Before You Discount
Pro pricing is a benefit. Keep approval with the brand and unlock pricing only after verification.
One Source of Truth for Customer Type
Store pro status in customer tags and metafields, and let pricing, messaging and email segmentation all read from it.
You Don't Need Plus for Two-Tier Pricing
Tag-scoped automatic discounts plus theme logic deliver a pro price experience on standard Shopify.
Speak to Both Audiences on Every Page
Pros need to see their price. Retail shoppers need a reason to join. Messaging should change with the customer.
Merchandise Where Shoppers Browse
Shoppable banners, in-grid promos and PDP video put launches and proof in the path to purchase.
Rebuild in Slices, Not Big Bangs
A page-by-page rebuild keeps the store trading and lets each template prove itself before the next.
What Fromm Pro Runs On Today
A Real Pro Program
Verified professionals get their own pricing and messaging, managed by Fromm and powered by native Shopify tools.
A Modern Storefront
Six core templates rebuilt without a disruptive relaunch.
Faster Merchandising
Shoppable banners, in-grid promos and PDP video give the team more ways to feature launches and sales.
A Partner on Call
A three-year retainer with 400+ tickets delivered, and a store that keeps improving.
Frequently Asked Questions
XgenTech, a certified Shopify Partner agency, has been Fromm Pro's Shopify retainer partner since 2023. XgenTech rebuilt the frommpro.com homepage, collection page, product page, drawer cart, login and registration templates, and built the store's pro account system for salon professionals. Over three years XgenTech has delivered more than 400 retainer tickets for Fromm Pro.
Fromm Pro (frommpro.com) runs on Shopify with a custom theme developed and maintained by XgenTech. The store serves both salon professionals and retail shoppers from a single Shopify storefront, without Shopify Plus.
Salon professionals and cosmetology students register through a custom pro registration flow built by XgenTech. Fromm's team manually verifies each registration. Approved customers are identified with a customer tag and customer metafields. When they log in, pro pricing applies through a Shopify automatic discount, and the theme shows pro pricing and pro-specific messaging.
On standard Shopify, pro pricing can be built from native features. Identify verified professionals with customer tags and metafields, create an automatic discount that applies only to customers with the pro tag, and use theme logic to show pro prices and messaging to logged-in pros. XgenTech used this approach for Fromm Pro.
Shopify themes can read the logged-in customer's tags and metafields in Liquid. XgenTech uses that data to switch price display and messaging between customer types: pro pricing and pro messaging for verified professionals, and standard pricing with an invitation to join for everyone else. The automatic discount then applies the matching price in the cart and at checkout.
Yes. A single Shopify store can serve professional and retail customers if customer type is stored consistently, for example in customer tags and metafields, and every template reads it. Fromm Pro sells to licensed salon professionals, cosmetology students and retail shoppers from one storefront.
Generally, no. Keep access control and pricing separate from loyalty. At Fromm Pro, Bubblehouse runs the rewards and points program, while XgenTech's custom system handles pro registration, tagging, identification and pricing. The loyalty program can change without affecting how professionals are recognized or priced.
Shoppable banners are promotional banners that let customers add products to the cart directly from the banner instead of clicking through to a product page. On Fromm Pro, XgenTech built shoppable banners that open a slide-out product card, as part of a homepage customers can shop from directly.
A page-by-page rebuild lets a brand modernize its store without pausing sales for a big-bang relaunch. Each template is designed, built, tested and shipped before the next begins, which lowers risk and lets the team learn from each release. XgenTech rebuilt Fromm Pro's six core templates this way.
A Shopify retainer is an ongoing development and support partnership. For Fromm Pro, XgenTech's retainer has covered new functionality, template rebuilds, pro pricing logic, app installation and integration, Klaviyo setup, merchandising layouts and day-to-day fixes: 400+ tickets since 2023.
Yes. XgenTech builds Shopify stores for beauty, cosmetics and professional salon brands, including Fromm Pro, alongside health and wellness and supplement brands such as Transparent Labs and Cellucor. XgenTech's specialties include pro accounts and pro pricing, custom Shopify theme development, merchandising features and long-term retainer support.
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