How Platter Helped a Founder Manage Multiple Brands More Efficiently

The Problem

Managing Multiple Stores Without the Right Partner

Before Platter, Rob Kaufman built storefronts for both Steelfit and Fungies himself. He was doing a great jon, but it was becoming inefficient, patching together paid Shopify themes with freelancers. The results worked, but not without trade-offs:

• DIY bottlenecks: “I’d spend entire days messing with Liquid, and I’m not technical.”
• Too many apps: Expensive apps like Rebuy handled key functions, but drove up costs.
• Inefficient CMS: Steelfit had 27 separate product templates — making updates, sales, and product launches painfully slow.
• Out-of-the-box options fell short: Tools like Replo couldn’t support Rob’s creative ideas for Fungies.

Rob needed storefronts that were optimized for conversion and easy to manage long after launch.

The Solution

Two Stores, One Proven Process

After hearing strong referrals and seeing Platter’s work, Rob partnered with Platter first for Steelfit, then again for Fungies.

Steelfit: 

• App consolidation with Platter+: Eliminated costly third-party apps, saving thousands annually.
• Reusable CMS setup: One dynamic template powered by metafields and metaobjects replaced 27 static templates — turning hours of manual updates into minutes.
• High-converting PDPs: Flexible video modules and conditional fields made it simple to launch sales quickly, even hiding subscription boxes when needed.
• Performance-first dev: Optimized for Core Web Vitals to ensure speed and conversion readiness.

Fungies: 

• Playful, colorful design: A storefront that captured Fungies’ fun personality and stood apart from competitors.
• Dynamic color-coded system: Platter pioneered a metaobject setup that changed backgrounds, logos, CTAs, and accents by product. Fungies was the first store to use it — a feature that later became standard across Platter builds.
• Polished mega menu: Clean, visual navigation that showcased products while reinforcing the brand’s identity.
• Scalable CMS foundation: Metaobjects powered everything from PDP benefit icons to FAQ sections, keeping content flexible and reusable.

Across both builds:

• Advanced content modeling: Nearly every PDP element (benefits, icons, disclaimers, guarantees) was powered by metafields, giving Rob more control without adding complexity.
• Ease of management: Rob, one of Platter’s most CMS-savvy founders, could now update both stores himself without developer help.
• Repeatable process: Platter’s system delivered value once with Steelfit, then again with Fungies, without reinventing the wheel.

“These are definitely the guys I want to be behind. They’re young guys like me. They’re building something cool, and the proof is in the pudding.”

— Rob Kaufman, Founder of Steelfit & Fungies

The Results

Efficiency, Savings, and Stores Built to Scale

Working with Platter on both Steelfit and Fungies, Rob was able to manage multiple brands more efficiently and reduce his costs.

• Cost savings: Thousands saved annually from app consolidation, with impact multiplied across both brands.
• Time savings: Hours freed up each week thanks to reusable CMS components, especially for promotions and new product launches.
• Consistency: A repeatable build process that kept operations simple while allowing each brand to express its unique identity.‍
• Future-proofed portfolio: A scalable system that makes adding new SKUs — or even future brands — faster and easier.

Together, the two projects show the value of Platter’s productized process. Steelfit proved it worked the first time and Fungies validated it further.

Conclusion

A Trusted Partner for Multiple Brands

For Rob, Platter became more than just a one-off agency. It became the operational backbone for managing multiple storefronts in his portfolio.

“Before Platter, I’d spend entire days hacking things together. Now, everything’s streamlined. The CMS setup saves me countless hours, and consolidating apps into Platter+ saves us thousands. The team just gets it. They’re young, hungry, and always on top of the latest.”

— Rob Kaufman, Founder of Steelfit & Fungies