Shelter Tools has been a trusted source for high-quality timber framing and woodworking tools since the 1970s. When Pat and Patsy Hennin opened what would become Shelter Tools, they were one of the only places in the country where builders could find specialty Japanese timber framing tools—slicks, saws, chisels, and everything else needed for traditional joinery. Today, Shelter Tools remains one of the premier timber framing and woodworking retailers in the United States.
With increased competition in the ecommerce landscape and evolving customer shopping behaviors, Shelter needed a performance marketing strategy that could scale their digital presence while maintaining the authentic, craftsperson-focused voice that's been their foundation for decades. The challenge wasn't just driving sales; it was connecting with the right audience—experienced craftspeople who value quality over convenience, DIY builders planning their dream homes, and woodworkers seeking tools that last a lifetime.
We partnered with Shelter to build full-funnel, omnichannel campaigns across their core product categories. Through strategic audience targeting, continuous creative testing, and data-driven optimization across Google and Meta platforms, we developed campaigns that honored Shelter's unique positioning: if they sell it, they use it and love it. Every product recommendation and piece of ad copy reflects decades of hands-on experience in the shop and on the job site—creating authentic messaging that resonates with serious craftspeople while driving measurable business growth.
This strategic approach proved especially successful during Shelter's annual Toolapalooza sale, where loyal audiences drove the majority of sales at highly efficient rates while acquisition campaigns brought in new customers. The coordinated effort across Meta and Google resulted in a 39% year-over-year increase in online sales during the event — and across the full engagement, e-commerce sales have grown 60% year-over-year. The combination of a rebuilt digital foundation and a disciplined full-funnel paid media strategy has positioned Shelter as the go-to destination for serious timber framers and woodworkers across the country.
Reach out to First Pier and get the conversation started; the sooner, the better. They are the real deal.
Clayton Hennin, Marketing Manager — Shelter Institute
Shelter Tools came to First Pier after a frustrating experience with another agency, and left with three rebuilt websites, a new brand identity, a fully operational paid media engine, and 60% year-over-year e-commerce growth. The lesson is simple: when a brand with deep authenticity and a 50-year reputation finally gets the digital infrastructure to match, growth follows. Clayton Hennin, their Marketing Manager, put it best — there are no areas for improvement. Stop reading this, go hire them.
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