Your online company store isn't just a digital shelf full of swag. It's an extension of your brand, your culture, and your strategy. The best stores feel curated, not crammed. They're purposeful, not thrown together. The goal? To stock items that employees, partners, and customers actually want to use—and to make your store the kind of place people want to revisit.

‍

Here’s a fresh look at what you should consider including in your store, category by category.

‍

Apparel That Actually Gets Worn

Branded shirts and jackets are the most obvious choice—and for good reason. People love comfortable, wearable gear that fits their lifestyle. But if your online company store only offers a stiff polo and a heavyweight cotton tee, you’re missing the point.

‍

Offer apparel that reflects your company’s personality and seasonality. Lightweight hoodies for spring. Zip-ups for winter. Athletic cuts for active teams. And don't forget size and style inclusivity. The goal isn't just to hand out branded clothes, but to make people want to wear them.

‍

Daily Grab-and-Go Accessories

Notebooks, pens, mugs, phone grips—these are the items that live on desks and in backpacks. They're small, functional, and often overlooked. But when they’re well-made, they stick around.

‍

The best stores stock accessories that blend form and function. Think stainless steel tumblers that keep coffee hot, wireless chargers that actually work, and notebooks with a little design edge. These are subtle brand touchpoints people engage with every day.

‍

Work-from-Anywhere Staples

The modern workforce isn't tied to a single space. Some are remote, some are hybrid, some are bouncing between coffee shops and coworking hubs. Your online company store can support that flexibility.

‍

Offer products that help people work comfortably wherever they are. Branded laptop sleeves, travel organizers, wireless earbuds, portable ring lights, and adjustable laptop stands turn any space into a productive one—and keep your brand along for the ride.

‍

Wellness-Focused Goods

More companies are investing in employee wellbeing, and it shows up in the merch. This isn’t about tossing in a stress ball. It's about showing people you value their health and their time away from work.

‍

Include items like refillable water bottles, compact foam rollers, yoga mats, aromatherapy diffusers, or sleep kits. These aren’t just practical. They send a message: “We see you as a whole person, not just a job title.”

‍

Recognition-Level Rewards

Your online company store can double as a rewards system. When someone hits a milestone, they shouldn’t just get a generic "thank you" email. Let them choose something meaningful.

‍

Stock higher-end pieces—think Bluetooth speakers, insulated coolers, leather notebooks, or sleek backpacks—that feel like rewards, not leftovers. Whether you're running an employee-of-the-month program or celebrating a five-year anniversary, the impact is stronger when people choose what they actually want.

‍

Onboarding and New Hire Kits

First impressions matter. When a new team member logs in to your online company store on day one and sees a pre-curated welcome kit with their name on it? That’s onboarding done right.

‍

Include essentials like a quality tee, a mug, a notebook, and a personal message. You can even add in some culture-building pieces like a founder story booklet or company value cards. The goal is to welcome—not overwhelm—with branded gear that connects new hires to your identity right away.

‍

Event-Specific Gear

Trade shows, client summits, internal retreats—they all need branded support. Your online company store should have a rotating set of event-ready gear so your team can order what they need, when they need it.

‍

Add banners, pop-up displays, uniform shirts, and small giveaways like phone stands or tote bags. Having a dedicated event section streamlines planning and ensures brand consistency across locations and teams.

‍

Seasonal Drops and Limited Editions

One secret to keeping your store fresh? Make some merch seasonal or limited-run. A winter hat collection. A summer picnic kit. A “back to campus” student bundle. These products create buzz and encourage repeat visits.

‍

This is also a great way to tie into company campaigns, employee spotlights, or shared wins. For example, you could release a line designed by employees or inspired by a team accomplishment. These limited editions build emotional value into your brand.

‍

Uniforms with Style

If your employees need branded workwear, your online store should make it easy to order. But don’t stop at the basics.

‍

Offer items that reflect each department’s needs—from moisture-wicking polos for field staff to branded outerwear for cold-weather teams. Add customization options like name embroidery or department tags. Uniforms don’t have to feel boring. With the right materials and design, they can feel like part of the culture.

‍

Eco-Conscious Picks

More shoppers are thinking about sustainability. Your online company store should reflect that shift. Add in items made from recycled materials, reusable alternatives to single-use plastics, and packaging that’s low-impact or compostable.

‍

This shows that your brand values more than just convenience. It tells a story about who you are and what you support, and that's increasingly important for attracting and retaining both employees and clients.

‍

Final Word: Curate With Intention

Don’t fill your online company store with every promo product under the sun. The most effective stores are the ones that feel curated and well-considered. Think of it like building a brand boutique, not a warehouse.

‍

Before adding an item, ask yourself: Does this align with our culture? Would our people use this? Does it reflect how we want our brand to be seen?

‍

When you stock your online company store with intention, you create more than just a catalog. You create connection.

‍

Ready to Build or Refresh Your Store?

Flywheel Brands helps organizations design, launch, and manage online company stores that are easy to use and aligned with real goals. If you’re ready to create a store that feels less like a swag bin and more like a brand experience, let’s talk.