Swag Store Checklist: Everything to Settle Before You Launch
Launching a company store comes down to six things being ready: print-ready artwork, a short curated catalogue with full size ranges, clear pricing and who pays, shipping rules, access permissions, and a tested end-to-end order. Do a private test order first, then launch with a deadline and a visible example of what people can get. Stores that open quietly, with fifty products and no deadline, rarely see a second wave of orders.
The short version
If you want the whole checklist in one glance, this is it. Each item is expanded below, and if you want the reasoning behind the sequence rather than the list, read the full guide to launching a branded swag store.
- Purpose and audience agreed, in one written paragraph
- Vector artwork, colour references and decoration rules approved
- 8-20 products chosen, with complete size coverage
- Pricing model decided: who pays, and how much
- Shipping rules, destinations and delivery expectations set
- Access decided: open, password-protected, or login only
- A real test order placed and a physical sample inspected
- Launch announcement written, with a closing date
1. Artwork and brand assets
- Vector logo files (AI, EPS or SVG) plus a one-colour version
- Exact brand colour references for thread and print matching
- Decoration rules: placement, maximum size, what is not allowed
- Any sub-brand or department lockups you will need
- Approval owner named, so revisions do not stall
2. Catalogue
- 8-20 products at launch; expand once you see what sells
- One flagship item people will actually want
- Full size range including extended sizes, and both cuts where relevant
- Climate coverage if your teams are spread across regions
- A low-cost entry item so nobody is priced out
Choice paralysis is real. A tight catalogue with the right sizes outperforms a large one every time.
3. Pricing and payment
4. Shipping and fulfilment
- Home delivery, office delivery, or both
- Who pays shipping, and whether it is free above a threshold
- International destinations and any restrictions
- Expected production and delivery times shown on the product page
- Returns and size-exchange policy written down before launch
5. Access and permissions
- Public store, password-protected, or single sign-on
- Who can place orders on behalf of others
- Approval thresholds for large orders
- Admin roles: who edits products, who sees reports
6. Test before you announce
- Place a real order end to end, including payment or credit redemption.
- Check the confirmation email wording and sender address.
- Inspect the physical sample: colour, decoration placement, fit.
- Test on a phone — most employees will open the link there.
- Try an intentionally wrong action: expired code, out-of-range address, oversized order.
Launch week sequence
- Day 1: announcement from leadership with a photo of the flagship item and the deadline.
- Day 2: manager-level nudge in team channels.
- Day 4: share early photos of people wearing items.
- Day 7: reminder to those who have not ordered.
- Day 10: close the first window, batch production, publish delivery dates.
- After delivery: collect feedback on fit and product choice, then adjust the catalogue.
Measure the launch
- Redemption rate: orders divided by eligible people
- Average order value and credit used versus issued
- Top products, and sizes that sold out first
- Support questions by theme — these tell you what the store page failed to explain
FAQ
How long does it take to launch a company store?
With artwork ready and a decided catalogue, a straightforward store can be live in days. Custom products, samples and approvals are what extend the timeline.
What is a good redemption rate for a first launch?
Many first-year programmes land between 40% and 70% of eligible employees, and a clear deadline is the single biggest lever on that number.
Should the store stay open all year?
Keep it open, but run limited windows or seasonal drops. Constant availability with no prompt leads to a quiet store.