Steam Machine Prints

Steam Machine Prints is our newest brand: an independent accessories label, not affiliated with any console maker. We design custom faceplates and accessories for gaming hardware in-house and 3D-print them to order. The shop is not public yet, but the engineering behind it is finished and tested, so we can already tell you how it was built.

The challenge

We already run Flowz, a complete storefront with its own catalog, configurator and production flow. We wanted to launch a second brand with its own domain, look and products, without duplicating the codebase, the commerce backend or the daily operations. And we had to be certain the two brands would never mix.

What we built

One storefront application now serves several brands from a single codebase. The middleware reads which domain you visit and dresses the shop to match, with its own theme, navigation and catalog slice. Products carry a brand label in one shared WooCommerce backend, so stock, orders and checkout stay in one place while each brand keeps its own face and its own cart.

A brand guard makes the separation testable instead of assumed. Canary checks confirm that a product published for one brand never shows up in the other’s shop, search, sitemap or product pages.

The configurator builds on the same workbench foundation as the Flowz box builder. You compose your own faceplate and the order goes straight into our 3D-print production line.

Deep dive: the stack

Astro renders on the server and the middleware resolves the brand from the hostname. One WooCommerce backend carries a brand taxonomy, a Redis product cache syncs incrementally, and carts separate per domain by design. On the production side our CAD and slicing tools connect to the order flow, so a customer’s click reaches the printer without manual steps.

How we work

This project ran fully spec-driven. Scope decisions were locked in writing, each milestone had an implementation plan, and AI agents did the build work under review. Even the deploy has a runbook that spells out the order of operations: guard first, canary second, publish last.

Where it stands

The storefront is built and tested, and the launch is timed to a hardware release gamers are waiting for. If you run several brands, or plan to, ask us what the multi-brand engine could do for your shops.