Storefront Elegance Gets Major Update!

Yes, it's been a long time coming, but we're proud to announce that version 1.5 of Storefront Elegance is available for immediate download. This version fixes compatibility with the latest version of WP eCommerce and pretty much future-proofs it against any WPEC upgrades because we've removed the theme template files and instead added our custom code through action hooks and filters built into WPEC.

In addition, we've performed some much need maintenance...

  • moved all scripts to the footer for better performance
  • rewrote the add to cart feature
  • replaced the thickbox with fancybox like in our other themes
  • upgraded the jQuery version
  • moved additional product images to below the product description
  • added in automatic updates!
  • fixed a ton of bugs

We may make additional adjustments over the next week, but thanks to the automatic updates feature, you won't have to worry about those anymore! We wanted to get it into your hands ASAP as we know a ton of you have waited patiently. We hope you enjoy this version even more. Existing customers can download the new version immediately from their members homepage.

For everyone else, this is a sign of things to come...Elegance is our flagship theme and we needed to get it right so we could make the same updates to the rest of our themes which also were affected by the 3.8.9 updates to WP eCommerce. We're working as hard as we can on it.

Psst…don’t tell anyone, but we just heard about a secret child theme for Skematik!

Sometimes I wonder, did we develop Skematik Theme for Storefront Themes, or is Storefront Themes now developing for Skematik? Who cares right? The bottom line is that this is an awesome platform to work from. Case in point, we just released a brand-new theme after a 10 month absence in the last couple of weeks, and if rumors are true, it looks like we're pushing out another one tomorrow! Trust me, you don't want to miss this one. Take a look at the screenshot, but just wait till you see the real thing!

North American Patriotic Sale! 10 Themes for $99!

Hello to everyone around the world from Storefront Themes! Over the next week we are celebrating the birthdays of 2 of my favorite countries here in North America! I am proudly Canadian which is why I'm very excited about Canada Day on July 1st. I'm also geared up for Independence Day on July 4th since I live in the US and my wife and children are American. So what can we do to celebrate? How about a big sale on all our themes?

Effective immediately we are running a huge sale that will benefit new customers and current members alike. If you've never bought a Storefront Theme before, NEW CUSTOMERS CAN GET ALL 10 OF OUR THEMES FOR ONLY $99! This includes every theme available on our themes page...we're even including Storefront Echo (which is currently only available on ThemeForest) as a special bonus!

Also, we really didn't want to leave our existing customers out on this one...most of the time these sales only benefit new customers. Well not this time! Here's the deal...if you already have a storefront themes account with at least one purchase, you AS A MEMBER YOU CAN GET THE REST OF OUR THEMES FOR ONLY $40! That's a huge deal no matter how many themes you already own.

Rest assured all of our themes are top quality (see them all here) fact, the big reason we've been silent over the last few months is that we have been going through all of our themes and making them more secure and stable than ever before. Plus, our support is top-notch so you can buy with confidence!

We'll give you a whole week to take advantage of this awesome offer! The sale will end at 11:59pm MST on July 7th. Thanks for being the best customers in the world!

Matt Jones
CEO, Storefront Themes

Storefront Echo Reduced in Price!

I'm pleased to announce that Storefront Echo has just been reduced to $40 on ThemeForest to make it more competitive with the other ecommerce themes there. So let's my count, you can now get Storefront Echo, another theme of your choice and the Storefront Insights plugin all for only $40! If you haven't yet, head over to ThemeForest to pick it up today!

Also, we put out an update to the theme just yesterday. It is available for Echo customers from your Members' Homepage on Storefront Themes. Changelog looks like this...

=1.4.0 = 3.01.12
*Fixed duplicate mobile search bars bug
*Fixed Add to Cart problem in WPEC for both variations and IE
*Removed duplicate call to fancy box script
*Removed duplicate BuddyNav js from fancycart
*Fixed missing price in woocommerce and jigoshop product pages
*Fixed margin error for images with IE8
*Fixed woocommerce filter by price widget


New Design, Storefront Echo Relaunch and the 2 For 1 Sale!


The past 24 hours has been a HUGE day for Storefront Themes!

Yesterday afternoon we went back to the place where started, ThemeForest to relaunch just one of our themes in a big way. Storefront Echo was originally released in has performed very well, with over 200 current users and growing. However, I felt it could accomplish was by far my favorite design that I'd put out because of the way it performs on mobile devices and I wanted to see what else it could accommodate...

I started out with BuddyPress...I really wanted to see if I could get BuddyPress to work, AJAX and all in a responsive design. Once that was done, I thought that the next step would be branching out to some other ecommerce platforms for the first time.

Now before I go on, I want to stress that we are not currently planning on making all our other themes compatible with other platforms. We're still pretty loyal to Dan Milward and the WP eCommerce team. However, I see this as an opportunity to reach out to some new customers and a huge step toward establishing ourselves as the best resource for WordPress eCommerce on the planet.

So here it is...Storefront Echo is now compatible with WP e-Commerce, WooCommerce, JigoShop, BuddyPress and BBPress!

Best of all, it's for sale right now on ThemeForest for only $45 which allows you to save $4 off our regular theme price. But that's not all...

For a limited time, when you buy Storefront Echo on ThemeForest you get any one of our other themes absolutely free! How's that for a deal? So what are you waiting for? Head on over to ThemeForest to get 2 awesome WordPress eCommerce themes for the price of 1!

New Design

Oh yeah, notice anything different at Storefront Themes? We're currently redesigning the site from the ground up. This is ultimately to offer a better support platform but as it's not really ready yet, for now you'll have to be satisfied with just the new visuals. BUT, we're working hard on making the support experience at Storefront Themes the best out there! Stay tuned to the blog for word on when it will be launched.

Storefront Mylo + Xyloto Now Available for all Pre-Order Customers!

Well, we promised we would get them out today for you and while it's the wee morning hours where I'm at right now, I can finally let you know that we finally have the first releases available of our long-awaited, ColdPlay inspired themes, Mylo + Xyloto. We teased these a couple of weeks ago and we're just packaging them now. We are not OFFICIALLY releasing them just yet simply because we need to build the demo sites and record a couple of tutorial videos for them...however, we wanted to do good by the people who put their faith in us and pre-ordered the themes, while we can't show you a working demo for Xyloto yet (Mylo can be found here), we can give those who bought the themes access to the theme download files and have created two new forums for the themes so you can get all the support you need while waiting on the videos.

Now, let me get some sleep and I'll get the videos up in the next couple of days!

Storefront Music Themes Postponed One More Day…

Hey everyone...we're still buttoning up these themes and I think you'll love what we've done...however, we're just a bit behind...if you've pre-ordered the themes, we apologize and we promise we'll have something up for you tomorrow before we officially release them to the public...till then, in case you missed the preorder, you can still take advantage of it at for your chance to get both themes for the price of one!

The delay is basically because we couldn't get a major piece of the music functionality to work as well as we wanted, but we've got it now and are finally on the home stretch. Hang in there because they're coming!

Black Friday through Cyber Monday Sale!

Got your shopping done yet? Get anything for yourself? We can help you out there! From now until Monday, September 28th at midnight MST, we have a super deal going on! All customers will save 50% off our already great regular pricing! This means that single theme packages are only $24.50 and our bundle package, which includes all 8 themes and our insights plugin is only $74.50! This is by far the biggest sale we've ever done and we hope you will all take advantage of it. Best of all, for our existing customers, this discount is in addition to your regular 15% discount which means you save a whopping 65% off of regular pricing! So what are you waiting for? Take advantage of this deal right now on our purchase page!

New Pricing Discounts for Both New and Existing Customers!

I don't have a lot of time to write this today, so let me get straight to the point. We've been repeatedly asked for an option where people could buy all of our themes at once. Typically with most theme developers, this results in some sort of club membership. That may perhaps be in our future, but for now, we do not think it is a wise decision for our particular situation. Instead, we are going to create a bundle package so that customers can buy all of our themes for one low price. This price will change as our collection of themes grows, but to start with, we will offer all of our current 8 themes as well our Insights plugin for only $149! That equates to a price of less than $17 per product instead of the usual $49/theme price.

Having said that, we just couldn't in good conscience promote this deal for a long time because we felt it was rewarding newer customers more than anyone...don't get me wrong, we're a business and need new customers to survive, but we are so appreciative of our existing members that we wanted to make sure that we looked after them as well. To that end, we have come up with an idea...if you're already a Storefront Themes customer, you will automatically receive 15% off of our regular theme packages! All you need to do is login with your exisiting account info and then head to the purchase page...once you select your items, you will see a special member's only price applied when you checkout on the next screen. It's our way of saying thank you for supporting us. This is not a limited time offer! This price will be in place indefinitely.

Hope you all enjoy the new pricing! There's a couple of great new themes that you can get while taking advantage of this offer!

The Biggest Blog Post About Our Biggest Week Ever!

Was I overselling it a bit? Okay, well sorry, I'm just really excited about everything happening lately at Storefront Themes! This past week we finally got some monkeys off our backs in the way of 2 brand new themes that just so happen to be our coolest themes ever! And yet, neither are the biggest new addition that we've added recently to Storefront may have noticed recently (if you are a current customer) that our support forums are a little quicker in response time and that is because we recently added a new member to our team, Mark Gason of

So...let's go over these 3 additions in better detail...

Storefront Echo

We first teased Storefront Echo at WordCamp SLC by giving out free beta copies to everyone at our talk and after a couple of months of development, we finally released it last week. This has been my favorite theme to work on so far because of the unique functionality we put into it...It's completely responsive! No matter what screen you're using, (desktop, laptop, ipad, mobile phone, etc) this theme adapts and looks fantastic! I'm particularly thrilled with how the theme operates on an iphone. Even the homepage slider and carousel are responsive and the carousel is even touch-enabled so you can swipe through the products using your finger!

Storefront Gridport

Gridport is another gorgeous design by George Ortiz (Designer, Instant, Edge) and once again, the visual aesthetics are very evident in his work. The homepage and products page grids are very minimal and show the product title and price when hovered over. Also, the grid has a nice animation when changing your browser width to snap each item into place. The blog has a unique way of laying out posts and a subtle little shopping cart icon triggers the cart to pop out onto the screen whenever it is clicked or when a product is added to the cart.

Mark Gason

Mark is a professional web designer, web developer, animator and print designer. He has a wealth of experience in flash and other things, but we caught him on our forums over the summer, answering in great detail nearly everyone's questions there. We started talking with him and realized that we just had to have him with us so we hired him in October. Mark will be available on the forums for a few hours each day from Monday to Friday and will cover the bulk of all support requests.

So that's it in a blog post. What's next? Expect another blog post this week, but it will focus on some things behind the scenes. Till then, keep making some great shops!

Storefront Boutique Update Brings BuddyPress 1.5 Compatability!

We are updating our themes all the time, but I thought I'd write about this one. Storefront Boutique is actually one of my favorites of all our themes...I always loved the product page layouts, the fun look it has and the idea of having BuddyPress integrated into a store was really something I planned from the start...I really wanted that kind of functionality as the potential for marketing could really explode.

Because that's where the value is, I've spent a considerable amount of time working on Boutique the last couple of weeks and today, Boutique is now compatible with the latest version of BuddyPress, otherwise known as BuddyPress 1.5 (otherwise known as "Lombardi")!

We've rewritten a lot of the template files so not only can you now take advantage of the new BuddyPress platform, but we've integrated all that fancy ajax goodness that you normally only get in a buddypress default child theme...only this is not child theme! It runs completely on its own as a standalone theme, bridging the gap between 2 of the most powerful WordPress plugins: BuddyPress and WP e-Commerce.

In addition to these changes, we've also increased the performance and compatability by making sure all our jquery and ajax files are being properly enqueued in our functions file in no-conflict mode.

So there you have it...Storefront Boutique may just be our most stable theme in spite of the plethora of technologies that it runs. You can check out the demo now, which is actually running 3 plugins...BuddyPress, WP e-Commerce and BuddyPress for WP e-Commerce-3.8 which allows you to display specific products in a BuddyPress group as a "Group Store". See it here!

So that's it! Existing customers can download the new update (version 1.2) from your members' homepage. Now back to my cave where we're coming up with some great new stuff!

Mandatory Security Update for WP-e-Commerce!

Just in case you haven't heard, there is a mandatory security update for wp-e-commerce. You can find more info here... While this security vulnerability  is limited to the chronopay gateway, it will leave your site vulnerable even if you don't use ChronoPay. There is a fix out for both the 3.8x and 3.7x branches of wp-e-commerce. Of course, since all our themes now work with 3.8x, we encourage you to use the very latest version which at the time of this writing is

An Apology To Our Affiliates..

This certainly isn't the way we wanted to start out with our first Storefront Themes affiliate newsletter. However, in spite of our best efforts to look after you, it appears that we dropped the ball recently and we wanted to come clean on it.

Last week, immediately after raising your affiliate commission to 35%, we launched a new promotion with the best deal we've ever offered. However, over the weekend, it came to our attention that there may have been a problem with how we created the promotion that negatively affected affiliate sales…we finally confirmed this, found the problem and fixed it on Monday morning. The bad news is, that any sales of the promotion made during the week before that would not have received any affiliate commission.

We discovered a second error on Tuesday…some of our older affiliates were unaffected by the recent commission level increase and therefore were still at a 20% commission level. We have since raised everyone to the standard 35% level.

I am terribly sorry about all of this…the last people I'd want to hurt are the people helping to spread the word about us. Here's what we're going to do to fix it…effective immediately and for the next 30 days, we have raised your affiliate commission to 50%. We have also left the promotion up and will keep it up until next week. We also have a new theme that will launch VERY soon and it is our best ever. It is our hope that these promotions and the increase in your affiliate commission for the next 30 days will more than make up for any sales that you may have lost in the last week. Hopefully, we'll all come out on top when all is said and done.

Thank you for being the very best community in the WordPress kingdom. We promise to do better for you.


Matt Jones
Storefront Themes


Our WordCamp T-Shirts Arrived!

If you ask me, I think we had a really good idea for a WordPress tshirt for WordCamp SLC (click the picture above to enlarge)...we ordered some great American Apparel shirts in 5 colors that simply project the WordPress logo with the tagline "My eCommerce Platform". Get the message? With plugins like WP-e-Commerce, all the tools are there to make WordPress a serious competitor to other products like Magento...and that's exactly what I'm going to be covering in my talk "WordPress for eCommerce? The sky's the limit!" this Saturday. If you're attending the event, make sure to get to us early as we only have about 50 of these and there's going to be at least 3 times that many people.

Don't fear however, as even if you aren't one of the lucky ones to nab a tshirt, we have a special surprise for everyone attending our talk late in the day...stay tuned!

Storefront Anniversary Sale – Part 2: All our products for $75!

UPDATE: We just submitted new ads to the affiliates center for the Anniversary Sale!

The title basically says it all! We spent August rewarding our current members with a special deal and now we're launching a new promotion this month that just so happens to be our best deal ever! You can all 6 of our themes as well as our Insights plugin for only $75! This is obviously a great deal if you're a new customer, but existing customers can benefit as well - If you already have a single, double, triple or even quad pack of our themes, you can complete your collection and still save as the $75 price tag is cheaper than the price of our Double Theme pack! Use the button below to access the promotion...

See Promotion Now »

We also just announced an increase in our affiliate commission, and we hope that they can take advantage of this sale as well! Enjoy!


Affiliate Commission Raised to 35%!

UPDATE: We just submitted new ads to the affiliates center for the Anniversary Sale!

And the Anniversary gifts just keep on coming! After celebrating our Anniversary this month by first rewarding our members, we're about to launch our biggest promotion ever aimed at new customers when we realized that we haven't got a gift for our proud affiliates yet! To that end, effective immediately, we are permanently raising our affiliate commission to 35% (up from 20%). That means that even for our lowest theme package, you would make over $17/sale!

Thanks for being such loyal supporters! Like I said, we have a brand new promotion that we're about to launch in just a few minutes that should help you earn some more cash ;-). Stay tuned!

Storefront Themes T-Shirt Giveaway at WordCamp SLC!

Just wanted to let y'all know that we're bringing gifts with us to WordCamp Salt Lake City in Utah! Since it's our home state WordCamp, we've ordered a bunch of cool tshirts for everyone highlighting our favorite publishing platform, with an ecommerce twist! For the record, the slogan underneath the WordPress logo says "My eCommerce Platform" (click for a slightly larger view). It's a statement of pride for us and the rest of the community who uses WordPress for eCommerce. For those of you who don't yet, we're on a mission to convince you this year that it's the right choice for jobs big and small!

Not convinced yet? Perhaps you're heading to Utah for WordCamp and if so we suggest that you attend the session that we're leading entitled "WordPress for eCommerce? The sky's the limit!" Don't worry, if you can't attend, we'll hopefully be recording and share it with you online. Hope to see you all later.

PS - We actually have a limited number of the tshirts so it'll be first-come, first-serve, BUT we also have another extra special giveaway for conference attendees and we'll be sure to bring enough for everyone.  Our lips are sealed about that one, so you'll have to wait and see ;-). Oh, and by the way, last call on the Storefront Themes Members-Only Birthday Sale! It ends at midnight MST tonight!

George Ortiz Lightning Round Talk at WordCamp San Francisco 2011

George and I got back from our first ever WordCamp late last night and it was absolutely epic! One of the highlights for us was that George had the opportunity to give a quick lightning round talk on Friday about the idea of aggregating blog info across thousands of sites. I'd explain it more but I recorded it on my iPhone for you so I'LL let George do the talking...

Huge Members-Only Sale to Celebrate Our 1st Birthday!

Today, August 12th marks the one year birthday of Storefront Themes! Exactly one year ago, we removed our coming soon page, presented the site live to the world and sold our first theme package, Storefront Elegance. We're so proud to have reached this milestone and we realize that Storefront Themes exists because of our community. Therefore, since it's our birthday, who should we give the presents to? Ourselves of course! Instead of rewarding new customers, we want to thank the people who got us here. Because of that, for the rest of the month of August, all members will get 50% off of every sale! This pertains to every single theme package we have, meaning you could potentially get 4 themes PLUS our Storefront Insights analytics plugin for just $64! To get your discount, simply login to Storefront Themes and then head to the purchase page…once you select your items, your discount will present itself on the checkout page. Thank you so much for the last year…it's been rough at times (3.8 upgrade?;-) but now that everything is up to date, we expect great things for the next year and have some awesome plans to help you run your shops.

Purchase Themes Now »

All Themes Are Now 3.8 Compatible!

In case you missed it, we recently updated Storefront Designer to be compatible with the 3.8 version of WPEC. We know this has taken forever, and there have been a lot of reasons for it. I wanted to take a moment and share our priority list for what's coming next so you can get a feel of where we're at in our development. I've re-learned a lesson about no committing to release dates as it only makes people upset when you don't hit it, so at least this way you might be able to get a feel for when stuff could/should be released...

  1. Updating all of our videos to new versions of WordPress, WPEC and themes.
  2. Update all themes for jQuery and WPML compatibility.
  3. Produce a video tutorial for using WPML with our themes.
  4. Update Storefront Designer and Storefront Instant with new features (new homepage options and page templates).

That's as much as we'd like to share for now…there will be a new theme sneaking it's way right in the middle of all of that simply because it's development took far less time than we anticipated but for the most part, this will be our schedule for the next month. Here's to even brighter days ahead!

Storefront Designer Is WPEC 3.8 Ready

The Storefront Designer theme has a 3.8 compatible version ready for immediate download. Purchasers of Designer will find the new files available on their members homepage once you log in.

Okay, let me quickly explain some things. First, sorry this has taken so long...Second, this isn't our "Official" 3.8 version. Yes it works and it works well. However, we have been trying to release our newly updated themes with a bunch of new features for 3.8. Unfortunately, we had some problems making Designer compatible (not with WPEC but actually with WordPress 3.2!) and in the end, I made the decision to get out a version which is much the same as the original, only more stable and available for WPEC 3.8. We did the same thing with the Instant theme last month and I want to assure you that now that our themes are all 3.8 ready, we will be making both of those themes even more spectacular, starting with Designer.

So, while you're enjoying the new Designer theme finally with WPEC 3.8 compatibility, rest assured that we will very shortly release the newer version with gridview, unified search and by popular demand, a new slider option.

For now, let me get back to our support forums where I'm sure many are waiting patiently!

Storefront Elegance has its 1000th customer!

Yesterday at 1:01pm, Storefront Elegance made it's 1000th sale! We originally launched Elegance the very first day that Storefront Themes opened on August 12, 2010. Since that time, Elegance has maintained an average of 100 sales/month, bringing us to this tremendous landmark in only 1o months. We had no idea we were even close to this since we don't look at our numbers all that much, but I saw that we were going to get there soon just a couple of days ago and today we did!

I think we ought to give lucky number 1000 a prize don't you? Well, since we didn't officially announce this as a contest, we had better ask permission first before displaying their name on our blog, but we will be giving the lucky winner a free copy of our newest plugin which will be hitting our digital shelves any day now...what is this new plugin you ask? Basically it allows you to automatically publish your products to your facebook page directly from your wp-e-commerce powered site...neat, huh? Expect it sometime next week. It's actually been done for a while, but we wanted to focus on updating our older themes before launching anything new.

A Minor Update for Storefront Original

Okay, so this is the same drill as we did for Storefront Elegance...we are currently updating Storefront Original for WPEC 3.8. It should be out in a couple of days or at least this week for sure. In the meantime, we've released our final 3.7x compatible version. This brings Storefront Original up to the standards we are currently putting in place in all our themes...

1) Blogging

The theme now functions just like a regular WordPress theme in that the homepage defaults as a blog and all the regular WordPress blog settings apply. Also, we've implemented our new templating system which allows you to use any of the 4 page templates (Right Sidebar, Left Sidebar, Full-Width and Three Column) for your blog pages. This also changes the homepage functionality, meaning that in order to use the homepage as you see it in the demos, you need to create a static page and select the homepage template from the page attributes.

2) Translation Ready

We've converted all the text over to functions so that translation plugins like WPML can be used with the theme.

We hope those that need the fixes to the blog will enjoy this update. Existing customers of Storefront Original can download the updated theme from the members' homepage and for the rest of you, don't worry, it should be updated for 3.8 by the end of this week.

Product Survey Contest

While it's been no secret that updating our themes to work with version 3.8 of WPEC, we are making great progress and should be done them all in the next couple of weeks. Given that, we are also making plans for the future. We've had several suggestions made to us and we have some of our own ideas too, but ultimately, we want to be the kind of company that responds to the needs of the customers who make up our community. That said, we a few questions that we'd like some feedback on so we've developed a short survey and are asking for your help. If you would be so kind as to take a few moments to answer the dozen brief questions you will help us determine what to do next and be entered into a special contest...

We will be giving 2 lucky people who answer the survey a special prize that includes all of our current products PLUS everything we put out until the end of 2011! So what have you got to lose? You can enter the contest by simply filling out the survey found here...

Storefront Insights Is Now 3.8 Ready!

Available for immediate download is the latest version of Storefront Insights, version 1.1 which is now compatible with the 3.8 version of WP-e-Commerce. Existing customers can download the updated version from their members' homepage under "Plugins". As with our themes, we will be supporting 2 versions of this plugin for a few months. Version 1.0, which is compatible with version 3.7.8 of the WP-e-Commerce plugin, will remain available for download for the time being.

Finally!! Storefront Elegance gets 3.8 update…and much more!

Storefront Elegance is now FINALLY ready for WPEC 3.8! This update took a very long time to do, but with last week's 3.8.3 update of WP-e-Commerce, many of the changes we were hoping would make it into the plugin were finally added and to celebrate, I've been pulling off a code marathon to get this thing released...

Many of the new features are mentioned in the new promo video that you can watch on the theme sales page. However, I'll briefly list the major changes...

Page Templates For Products & the Blog
You can now select any of the four page templates to use for your product page and your single product separately from each other. This is also true for blog archives and single post pages.

New Product Gridview and Image Galleries
This is not a Gold Cart feature like before...we've now added this functionality directly into the theme and it looks great!

Unified Search
We first introduced this in Boutique and loved it so much that we had to carry it over...basically it's one search to rule them can search through products, pages and posts from one place.

New Tutorial Video
There's enough new stuff in there that we had to redo the tutorial video...the new video is over 50 minutes long and covers how to use all of the features of the theme.

So there's a bit to whet your appetite..there's more too, like 7 new effects for the Homepage slider and a redesigned pop-out effect for your product and blog images. View the demo and grab your copy today! Existing users of the Elegance theme can download the new copy from their members' homepage.

A Note About Our Support

I wanted to take a few minutes today to say a few words to our about our support policy for the benefit of our customers.

When I first launched the Storefront Original theme on ThemeForest (then called "WPA Storefront"), it quickly took off and the comment thread for that item was quickly filled up with various support requests. I knew that I needed to find a more efficient way of doing support since I was answering the same questions a lot. That's why I chose to go the route of forums.

At Storefront Themes, we clearly explain in our terms and conditions that support is not guaranteed in any way. Having said that, we understand that our customers see value in knowing that they can get support for the products they bought and our track record of great support has been the reason for people staying with us and continually buying our new products.

For this reason, in spite of what our terms and conditions say, our internal policy is to try to achieve the following goals on the forums...

  1. We (meaning a member of the Storefront Themes team) will personally respond to every single support forum request, and...
  2. We will try to achieve a 24-48 hour response policy from Monday to Friday and a 48-72 hour response on the weekend.

While we still meet our #1 goal and answer each forum topic ourselves, recently it has been a little difficult to achieve consistency on the timeframe in which some of our customers can expect to receive support. While we often do answer most questions within a day, we sometimes have weeks like we did the last 2 weeks, in which George and I had to really lock down and get some undistracted work done on some outstanding projects that we have had in the Storefront Themes pipeline. For that reason, there have been SOME requests (like requests in the Boutique forum) that went unanswered in the last couple of weeks.

I want to assure everyone that we don't think this is acceptable and we apologize for it. In the end, as much as it hurts you as our customer, it hurts us more because our success is based on the value that people feel they receive when they buy from us. We want people to have confidence that if nothing else, when they buy a product from us, they will have access to over-the-top outstanding support from the guys who actually develop the products.

To that end, we recently hired a 3rd member of our team in March (Hi Phil!). We'll tell you more about him another time, but his primary focus will be handling support requests and the technical side of running our servers. He is doing a great job so far at answering the majority of our support requests...however, he is very much only part-time and the learning curve for both the WP-e-Commerce plugin and our themes is quite steep when it comes to really takes a lot of experience to get to the point where you even know where to begin when solving a problem. Because of this, it will take a little more time for him to get up to speed on a few of the many issues that can arise when running ecommerce on WordPress. In the meantime, George and I will still be logging in as much as possible to make sure that every request gets a good answer. For the most part, we will answer support topics in a timely manner. When we don't, rest assured that this will not always be the case as this migration period shouldn't repeat itself anytime soon with future versions of the plugin.

I want you to know that our focus isn't just on generating new fact, in the last month we released 2 new projects (the showcase and our affiliate program) which benefit our existing community every bit as much as they benefit us...if not more so :-). They are long overdue and both have been requests of our customers for some time so we were determined to make them a priority.

I hope that helps to explain things a bit...we really want to develop an open culture about these things so that you know what to expect. Here's to much brighter days ahead!

New Theme – “Storefront Edge”

Announcing the release of our latest theme...Storefront "Edge". Edge is the third design by George Ortiz and in my opinion is the most beautiful one we've done so far...

So what makes this such a great e-commerce theme? Simply put, it takes the best of everything that make our other themes great...

  • Design - Since we released our first theme, Storefront Elegance, we realized that a ton of our customers prefer a design that is clean and open. That's exactly what this theme is...beautiful, yet simple, with lots of whitespace to set your content apart. It features a large clean homepage slider and is coded with the 960 Grid System to make customization easier and more efficient.
  • New Features - Since releasing our first WPEC 3.8 theme, Storefront Boutique, we've been asked repeatedly to put some of Boutique's features into our other themes. These features are Product Gridview, Product Image Galleries, Pop-out Shopping Cart. All three are available in Edge as well. We also added a couple of extras like a built in contact form.
  • Blogging Features - This theme is by far our best theme for blogging as it contains options to share blog posts on facebook and twitter, as well as author bios and related posts. Best of all, the blog pages look fantastic!

So there you go...check out the demo and learn more about the features of Storefront Edge!


Storefront Elegance Gets Final Update BEFORE 3.8!

Alirght, let me start by saying that Storefront Elegance IS NOT READY for 3.8...yet.'s very close. Until then, we wanted to put one more update out simply because we want to keep versions of all our themes that are compatible with the 3.7.8 version of the WP-e-Commerce plugin.

So why another update? 2 main reasons...

1) Blogging

As many of you know, our blogging feature was really in effect broken in all our themes in that the navigation to see older posts didn't work. We always planned to fix that and make the blogging feature more standardized. So now the Storefront Elegance theme works like a regular WordPress theme. Out of the box, your homepage is a blog. The homepage template that you see in the demo is not a regular page template that you can assign to a page called "Home" if you prefer. No biggy right? Right, but we wanted to go a step farther and it took a new approach to templating.

Because we often include different page layouts for pages (Right Sidebar, Left Sidebar, Full Width, 3 Column, etc), it has been pointed out that it would be nice to see that templating in the blog as well. We got halfway there with the current versions of our themes, but single blog posts were still using the default template. Not anymore! Now you'll find a new option in your Theme Options panel that allows you to set the page layout of the blog page to any of the available page templates. For Storefront Elegance, these are Right Sidebar, Left Sidebar, Full Width, 3 Column. Whichever template you choose will take effect on the main blog page as well as all archives, categories, tags and of course single post pages.

2) Translation

'Nuff said here. The theme now uses regular WordPress language expressions for all text so that the theme can be translated using .mo and .po files or by using a translation plugin like WPML.

So there you have it! If you've purchased Storefront Elegance, you can download the new version from your members home page. Storefront Elegance will be ready for 3.8 in a few days and at that time, we'll have 2 versions...both of which will be of the highest quality.

An Update on “The Updates” and March Madness

So here I am watching an awful NCAA championship game and I have to admit, watching Butler struggle feels a little bit like what we're going through right now! Okay, so it's not that bad, but here's where we're at...

Just like the NCAA championship, our "March Madness" is obviously going into April a bit. The 3.8 version of the WP e-Commerce plugin came out on Friday just a little earlier than we had planned. We were waiting for the release to start updating the themes because from a theming standpoint, things were changing right up to the final release. I'm glad we waited, but so far, we're not completely thrilled with the lack of flexibility for us as theme designers.

Just to give you an example, it appears that the products page automatically uses the page.php layout no matter what. What this means is that you can no longer select any of our other page templates (left sidebar, right sidebar, three-column) to use with your products page as whatever you choose will be over-ridden by the plugin. We're discussing all options for this, but each answer has pros and cons.

So, the question everyone is asking is, "When will the updates be released?" Well, instead of making you wait until they're all done, we're going to release each theme as we finish it. We're starting with the boutique theme simply because it will be the easiest to update and we kind of need a win! You can certainly expect that one out by the end of the week. After that, we will do the Elegance theme, then Original, then Designer and finally Instant. Also, we have a brand-new theme that will be released completely 3.8 ready most likely in the next week. That one will also be a big win because it's definitely one of the best designs we've done.

I hope that helps to answer some of your questions. The upgrade to 3.8 is going to be a lot tougher than we thought it would be. Having said that, we're confident that in the end the new version will be a positive change for everyone. There will just be some bumps in the first few months. Hopefully we'll be able to keep all of the features that you've come to enjoy with Storefront Themes and add some extras as well. We might have to make some small sacrifices, but they will be in the name of stability. Here's to many years of success powering your shops to many sales!