Setting up an online company store is one of the smartest moves a business can make to streamline branded merchandise, employee uniforms, and essential gear. But what exactly should go into your store? Spoiler: it’s more than just t-shirts and tote bags.

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A well-built online company store offers convenience, consistency, and control. Whether you're managing employee uniforms across multiple locations or making it easy for teams to order approved merch, your store should serve as a central hub for everything branded.

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Let’s take a look at what you can include. From fun swag to must-have safety gear. All to keep your team outfitted and your brand looking sharp.

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Branded Apparel That Works Anywhere

Start with the basics: shirts, polos, jackets, and hats. These everyday essentials are the foundation of most online company stores. Offer multiple styles, fits, and sizes so your team can choose what works for them while staying on-brand. Don’t forget to include seasonal options like beanies in winter or moisture-wicking tees for warmer months.

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You can even allow customizations within pre-approved limits, like choosing between embroidery or screen printing, to maintain brand consistency without feeling too rigid.

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Workwear and Uniforms for Every Role

Uniform programs are easier to manage through a centralized platform. An online store lets employees order exactly what they need without the confusion of manual forms or inconsistent sizing.

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Include industry-specific gear, like:

• Mechanic shirts and coveralls for automotive teams
• Scrubs and lab coats for healthcare staff
• Polo shirts and name badges for retail or customer service
• Hi-vis vests and flame-resistant gear for construction crews

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When you tailor the store to your teams’ needs, you help them show up ready to work—and ready to represent your brand.

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Swag That Builds Culture and Loyalty

Promotional products aren’t just giveaways anymore. Branded merch like mugs, backpacks, notebooks, and tech accessories can be used for employee recognition, onboarding kits, or client gifts.

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Offering swag in your online company store means:

• New hires can grab welcome gear with ease
• Managers can reward teams with on-demand gifts
• Employees can rep your brand at trade shows or company events

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These products keep your brand visible while giving employees something useful and memorable.

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Safety Gear That Meets Compliance

In industries where PPE and safety gear are a must, your online company store can serve as a reliable distribution point. Include items like:

• Hard hats, safety glasses, and gloves
• ANSI-compliant high-visibility vests
• Steel-toe boots or specialty footwear
• Branded first aid kits or emergency gear

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Offering safety equipment through your store helps ensure that employees get what they need fast—and that every item meets your company's quality and compliance standards.

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Team Event Gear and Seasonal Drops

Want to boost excitement and engagement? Add limited-edition items for company events, conferences, or seasonal celebrations. Think custom hoodies for a holiday party or themed shirts for your summer picnic.

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Seasonal and event-specific drops not only build culture but also drive repeat visits to the store—just like your favorite retail brands do.

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Supplies for Remote Teams

With more teams working remotely or across multiple sites, it’s helpful to include everyday office items and work-from-home essentials in your store. Think branded mousepads, laptop sleeves, reusable water bottles, or planners.

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Shipping these directly to remote employees helps them feel connected to company culture, even if they’re not in the building every day.

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Final Thoughts

By including a mix of swag, safety gear, workwear, and essentials, you’re giving employees, managers, and partners an easy way to access what they need while keeping your brand front and center. Whether you're just getting started or looking to expand what your store offers, remember: the best online company stores are built around your team’s real needs—with just enough customization to make it feel personal.

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Ready to launch or level up your online company store? Flywheel Brands helps businesses like yours create fully managed, scalable solutions that take the guesswork out of ordering branded gear. Let’s build something your team will actually want to use.