CALPAK — Schema.org / JSON-LD audit
CALPAK's storefront grades F (7/100) across homepage, PDP, collection and blog. 5 findings flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.
Schema score · 7/100
Live result · refreshed 2026-07-13
About CALPAK
Founded 1989 · US
CALPAK was founded in 1989 as a traditional luggage wholesale brand and stayed quiet for two decades before being acquired by founder family members in 2013. The brand rebuilt around a DTC + Instagram-aesthetic playbook, becoming one of the more visually-distinctive mid-tier luggage brands. Notable for the rare combo of millennial-Instagram aesthetic + actual 35+ years of manufacturing.
Public scale markers
Disclosed in filings, acquisitions or named press reporting — not estimates.
- 01Estimated $80-120M revenue range
- 02Family-owned since 1989, rebooted DTC ~2013
- 03Mass-market presence in Nordstrom + Target
Notable for the schema.org audit
CALPAK's storefront reflects a brand transitioned from B2B/wholesale into modern DTC over a 10-year window — the app + tech inventory tells the story of that transition.
Per-page schema on CALPAK
JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.
Homepage
3 blocksTypes: Website
PDP
3 blocksTypes: Website, BreadcrumbList
Collection
4 blocksTypes: Website, CollectionPage, BreadcrumbList, ItemList
Blog
0 blocksNo JSON-LD detected on this page type.
Open findings
Top 8 of 8 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.
- Homepage: all JSON-LD blocks parse without errorscritical
1/3 block failed JSON.parse: Bad control character in string literal in JSON at position 333 (line 6 column 1
- PDP: all JSON-LD blocks parse without errorscritical
1/3 block failed JSON.parse: Unexpected token 'L', ..." "image": Liquid err"... is not valid JSON
- Homepage: Organization schema presentwarning
Anchors brand identity for Google + AI engines. Required for the Organization knowledge-panel.
- Homepage: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- PDP: Product schema presentcritical
The single most important schema on a Shopify storefront. Required for Google Shopping + product rich results.
- Collection: ItemList.itemListElement is setwarning
ItemList is present but missing the "itemListElement" field — required for spec conformance.
- PDP: AggregateRating schema presentrecommended
Star ratings in search listings — drives CTR more than any other rich result.
- Homepage exposes at least 3 distinct schema typesrecommended
1 type: Website
What this Schema grade reveals
An F-grade is rare for a brand at CALPAK's scale — typically it means the storefront is rendering most schema client-side (where our server-side audit can't see it) or has been mid-migration and the schema layer is temporarily disabled.
Breakdown: 2 PDP findings, 2 homepage findings, 1 collection finding. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.
Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.
Run live
These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=www.calpaktravel.com preserved.
Open the live Schema.org AuditSee CALPAK's full storefront analysis