Westrick Launches New Shopify Website with Digital Agency CQL


[Grand Rapids, MI.] Westrick & Co, the licensed party supplies dealer for almost 50 U.S. colleges and universities as well as the Kentucky Derby and the Indianapolis 500, has launched its new website ShopWestrick.com with Digital Agency CQL. The site is built using Propel, CQL’s proprietary Shopify Plus blueprint that accelerates Shopify launches, optimizes site performance, and delivers industry leading best practices and user experiences.

After its success over the past several decades selling to large retailers including Oriental Trading, Party City, and Fanatics, Westrick wanted to bring its officially licensed party supplies directly into customers’ homes with a D2C site. The new site features a recognizable brand that drives fan loyalty and enhances Westrick’s sales channels. CQL brought the Westrick brand vision to life by showcasing the celebratory nature of the brand in the site design and establishing a memorable customer experience for fans online.

“CQL is privileged to partner with Westrick to create their new digital brand and support their future growth. Using Shopify Plus’ robust commerce platform, Westrick’s new website has a scalable, tailored commerce solution with an engaging user experience and an easy to manage backend. As a Michigan State alumni and football fan, I couldn’t be happier to see the Spartans and so many great University programs represented in the Westrick product mix. They make tailgating easy!” states Scott Robertson, Managing Director at CQL.

The Westrick site features a powerful navigation with almost 50 colleges and universities, featuring collegiate logos in the navigation and overlays product landing pages (PLPs), sporting events such as the Kentucky Derby and Indy 500, party supplies, themes, and a B2B portal for wholesalers. The site also features a suite of Shopify’s top third party applications, including Yotpo, Klaviyo, and Gorgias, to deliver an impactful and enjoyable user experience.

Jim Tassoni, VP of Sales at Westrick & Co., spoke highly of his experience with CQL and looks forward to the future of the new D2C site. “We were truly impressed with CQL’s robust design and development process, as well as their Shopify expertise. CQL not only walked hand-in-hand with us all the way through the project, but also continues to support us as a long-term strategic partner in our growth. The new digital brand exceeded our expectations and creates a solid foundation for our future expansion.”


Westrick Paper Co. was founded in 1957. In 2021 the business was acquired by new ownership and rebranded as Westrick & Co. For more than 30 years the company has been selling licensed party supplies for almost 50 colleges and universities, as well as the Kentucky Derby, and Indy 500. Over the decades Westrick has established a reputation as a quality distributor of unique products. From its founding 60+ years ago the business has been family owned and operated. Now the new ownership team is proud to be the latest family to continue the Westrick tradition and to build on the reputation and legacy that has been cultivated over the last half a century. For more information, visit shopwestrick.com.


CQL is a digital commerce agency with a 27+ year history of creating commerce experiences and solutions for inspiring brands and people who love them. CQL’s unparalleled technical expertise and experience design coupled with industry leading eCommerce platforms, has helped retailers and manufacturers drive record on-line revenue, build new channels, and envision world-changing ideas. Headquartered in Grand Rapids, Michigan, our clients include Petsmart, e.l.f. Cosmetics, Wolverine Worldwide, Escalade Sports, EastPoint Sports, Costa Del Mar and more. For more information, call 616-365-1000 or visit CQLCorp.com.

About Shopify

Shopify is a leading provider of essential internet infrastructure for commerce, offering trusted tools to start, grow, market, and manage a retail business of any size. Shopify makes commerce better for everyone with a platform and services that are engineered for reliability, while delivering a better shopping experience for consumers everywhere. Proudly founded in Ottawa, Shopify powers over 1.7 million businesses in more than 175 countries and is trusted by brands such as Allbirds, Gymshark, Heinz, Staples Canada, and many more. For more information, visit shopify.com.