Kilwell Sports

The Challenge

Kilwell Sports are a wholesale distributor of fishing tackle, firearms, and ammunition based in Rotorua. They also have an ecommerce website that they use to sell product directly to the public throughout New Zealand, as well as a login portal for trade customers.

Kilwell wanted to improve their online presence and make ordering easier for their customers. They also wanted to run online ads for their fishing equipment, however, as their website also sold firearms, all their online ads where being disapproved by Facebook and Google due to their advertising policies around these products.

Kilwell decided to invest in a new website that would just sell their fishing tackle, and got started building this website in house in conjunction with their stock management software providers in Australia. The build proved to be more complex and time-intensive than anticipated, so they sought assistance from Dubzz to help with the design and development of the front end of the website, working in conjunction with the stock management functionality in place.

Our Approach

As Kilwell had already started working on their website, they had a clear understanding of how the website would function and look. Dubzz took this partially built website and continued development based on the brief received from Kilwell.

As this was a website for a retail/wholesale business, they required all the usual website features as well as a map with the location and contact details of retailers, e-gift voucher sales capabilities, separate login spaces for public and trade customers, e-newsletter sign up, and an API link through to their accounting system for stock management. We were able to use our knowledge and experience to set up each of these functionalities, as well as provide recommendations and solutions to queries on these features as they arose.

Throughout the build we kept Kilwell Sports up to date on progress and made suggestions for different options that would improve website performance, usability, and Search Engine Optimisation.
Kilwell Sports View Website Here

The Results

The new Kilwell fishing website is easy-to-use for customers and for the team managing the site. Inventory management is a breeze as it integrates with their stock system, and the team can upload new products, add photos, and make changes to their content as required.

The custom functionality provided by Dubzz also creates a great user experience, it’s easy for customers to search and buy products, find stockists, and sign up to their e-newsletter.

With their new fishing website, Kilwell are now able to promote their fishing products using Facebook and Google Ads without any restrictions due to policy violations.


The team at Dubzz were amazing. They took on our job of a half built website with some very curly problems all with ease and confidence. They have created a seamless e-commerce website that looks great and is super easy for the end user. The best part is we can now utilise this website for our Facebook and Google advertising without any constraints. The communication from the Dubzz team was always first class and no job or task was too big. They often provided suggestions with improvements on functionality in the back end which was much appreciated as well as very clear and straight forward training on how to manage the back end ourselves. Thanks Dubzz for an excellent build.

Amanda Wells – Owner, Kilwell Sports

The Team

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