Product Design, E-Commerce & Global Distribution – Delid Tool & Relid Classic Shell

Founder – Delid Tools NZ Ltd

Overview

I founded Delid Tools NZ Ltd to design, manufacture, and sell specialised tools and replacement parts for PlayStation 3 consoles, serving a global community of console modders, repair technicians, and retro gaming enthusiasts.

Two flagship products, the PS3 Delid Tool and the Relid Classic Shell replacement faceplate, were taken from concept to global market. This required full ownership of product development, go-to-market strategy, e-commerce, manufacturing, and distribution.

Challenge

  • Identify high-value, underserved niches in the retro gaming aftermarket

  • Create precision-engineered products with outstanding durability and compatibility

  • Build a global sales and distribution network capable of fulfilling orders at scale

  • Launch effectively with minimal marketing budget while building organic brand credibility

Approach

User Research & Validation

  • Conducted community listening across repair forums, YouTube modding channels, and retro gaming groups to map needs and pain points

  • Partnered with professional repair technicians for prototype testing and iterative refinement

Product Development

  • PS3 Delid Tool – Engineered for safe, repeatable removal of the RSX chip’s Integrated Heat Spreader (IHS), addressing a major PS3 failure point

  • Relid Classic Shell – Replica faceplate for launch-model PS3s, injection-moulded in PC-2807 Makrolon polycarbonate for authenticity and strength

  • Oversaw injection mould tooling and production, ensuring tight tolerances and high-quality finishes

Go-To-Market Strategy

  • Positioned products as professional-grade tools for the retro console repair market, supported by technical credibility and detailed usage guides

  • Built an early adopter network via community influencers and repair professionals for product demos, unboxings, and reviews

  • Developed SEO-optimised product pages on Shopify and Amazon, leveraging niche keywords with high purchase intent

  • Implemented targeted Amazon PPC campaigns and retargeting ads to drive conversions

  • Used bundle pricing strategies and limited runs to create urgency and increase average order value

Branding & Packaging

  • Developed minimalist black packaging with white console line art for the Relid Classic Shell

  • Created approachable, humour-infused marketing copy that resonated with the modding community while maintaining technical authority

E-Commerce & Distribution

  • Shopify – Direct-to-consumer store for niche community engagement, custom bundles, and loyalty offers

  • Amazon FBA – Expanded reach to over 30 countries with optimised listings, inventory forecasting, and automated fulfilment

  • Managed all global logistics compliance, including FBA case-pack requirements, SKU/FNSKU labelling, and customs documentation

  • Distributed from both New Zealand and China to reduce shipping costs and delivery times

Results & Impact

  • Over 9,000 units sold globally across more than 30 countries

  • Products used by repair professionals, collectors, and modding hobbyists worldwide

  • Established repeat customer base and positive review history on Amazon and Shopify

  • Reduced per-unit costs through production scaling and supplier negotiation

  • Achieved consistent month-over-month sales growth since launch