Western Roller Corporation

Western Roller Corporation manufactures polyurethane rollers, tires, wheels, hubs, and belts for woodworking machinery. Based in Bend, Oregon, the company has manufactured in the United States since 1972, selling to mills, cabinet shops, and machinery dealers across North America.

Western Roller’s catalog existed as scanned pages. A customer who knew what they needed couldn’t buy it, and a customer who didn’t know couldn’t find it. Every enquiry became a phone call, and every phone call needed someone who could read a machine model and translate it into a part number.

Three problems sat underneath that:

• Customers know their machine, not their part. Parts are identified by machine compatibility rather than by name.
• Much of the range is made to order. Those parts are priced by dimension rather than held on a shelf.
• The product data lived in QuickBooks, in a format written for accounting, not for selling.

The product specifications were in pictures of a catalog. Everything else followed from fixing that.

Alpine rebuilt westernroller.com as a custom Laravel application, live in time for the IWF Atlanta trade show in August 2026.

A machine finder. With 94 brands, 528 models, and 5,948 compatibility records, a customer finds parts by naming their machine. Another 568 cross-references let them search for the number stamped on the part they’re replacing.

Configurators for made-to-order parts. Poly Tube alone offers more than 200,000 combinations of dimension and hardness. The customer selects, the server prices, and the part number appears. No pricing table or formula is ever sent to the browser.

Live shipping. Rates come from FedEx for the customer’s own address, with the order packed into real cartons first, so the figure reflects what actually ships. Every quote is recorded against the order, so any charge can be audited later without contacting the carrier again.

Card payment and trade terms. Customers pay through hosted card fields, and approved accounts can order on purchase orders.

A catalog pipeline from QuickBooks. The existing QuickBooks export is parsed, reconciled, and published, so the people who maintain the catalog keep working in the system they already use.

An admin built for the staff who run it, with a user guide maintained alongside the code, so the page describing a screen changes in the same update as the screen.

The site takes orders, quotes, and payments without a phone call. It carries 2,700 purchasable parts, each with its own page, price, and shipping figure.

Since launch, it has kept growing: Canadian orders, shipment tracking, shipping adjustments and refunds, abandoned-cart recovery, and analytics reporting inside the admin rather than in a separate tool.

The codebase carries more than 1,400 automated tests, which is what lets changes ship the same day a customer reports them.

Search rankings kept. Every legacy URL redirects to its new home, and the site publishes structured product data and a generated sitemap, so the rebuild kept the search positions the old site had earned.

Built with Laravel 13, PHP 8.5, Filament 5, Livewire 4, PostgreSQL, and Tailwind 4, with FedEx for shipping rates, PayTrace for payments, Postmark for email, and Cloudflare and R2 for delivery and media.