Amira Hassan
Leads full catalog studies. Previously a merchandiser for a Klang Valley apparel house that sold through its own commerce app during Raya and 11.11. She still thinks in face-outs.
The practice
Three readers, a port town, and other people’s catalogs
Catalog Vertex Hub began because merchandising rooms in Selangor were being asked to “look at the numbers” without anyone sitting with the catalog as a shopper actually meets it. We still sit with the catalog.
Why Klang
Pandamaran Port is not a romantic origin story. It is a practical one. Goods that later appear as tiles in a commerce-app catalog still pass through this stretch of Selangor. Catalog managers here already know the difference between a face-out that looks handsome in a deck and a face-out that a shopper will tolerate on a hot afternoon commute. We wanted the practice within a short drive of those rooms, not in a district that only sees catalogs as screenshots.
The office address is used as it stands: 741 Jalan 33 Kawasan 10 Pandamaran Port,Klang,Selangor,42000,Malaysia. Visitors for workshops should allow for port traffic after 4 p.m.
What we believe about catalog browse
A commerce catalog is an assortment in sequence. Purchase intent is not a mood; it is a set of small acts — picking a size, opening a colour chip, adding to a wishlist, going back to compare two listing cards. If those acts are awkward, no amount of campaign creative will make the category feel trustworthy.
We refuse to pretend that a full SKU file must be scored. A honest sample, frozen for a study window, tells a merchandiser more than a ranking of every category in the tree. We also refuse to rewrite the app. Engineering belongs to the house that owns the catalog. Our job is the reading.
How we work with a catalog team
One merchandiser is named as the counterpart. We ask questions about ranging and campaign locks that only that person can answer. Findings sessions are argumentative by design. If a buyer disagrees with a face-out note, the disagreement goes into the pack rather than being smoothed into a slide of alignment.
People
Who reads the catalog
Tan Wei Ming
Records browse sequences and category-path reviews. He notices when filter chips lie, and when a sort default buries the refill SKU a habitual shopper came for.
Priya Nair
Reads listing-to-detail handoffs and chairs workshops. She has an unfashionable interest in size charts and in the exact wording of delivery promises on a product page.
Who we will not take on
We decline catalogs that will be rebuilt throughout the study window, and we decline work that is secretly a request to staff a product team. If you need engineers, hire engineers. If you need a second pair of eyes on how shoppers browse the assortment you already have, write to us.