diff --git a/PROGRESS.md b/PROGRESS.md
index c16b3ac..485b0ae 100644
--- a/PROGRESS.md
+++ b/PROGRESS.md
@@ -30,7 +30,7 @@
 
 Ordered by dependency level — admin shell chain first (unblocks most downstream work).
 
-Plans: [admin-redesign.md](docs/plans/admin-redesign.md) | [admin-font-loading.md](docs/plans/admin-font-loading.md) | [setup-wizard.md](docs/plans/setup-wizard.md) | [setup-and-launch.md](docs/plans/setup-and-launch.md) | [setup-auto-confirm.md](docs/plans/setup-auto-confirm.md) | [email-settings.md](docs/plans/email-settings.md) | [search.md](docs/plans/search.md) | [products-refactor.md](/home/jamey/.claude/plans/snug-roaming-zebra.md) | [shipping-sync.md](docs/plans/shipping-sync.md) | [printful-integration.md](docs/plans/printful-integration.md) | [provider-strategy.md](docs/plans/provider-strategy.md) | [css-migration.md](docs/plans/css-migration.md) | [analytics-v2.md](docs/plans/analytics-v2.md) | [page-builder.md](docs/plans/page-builder.md) | [media-library.md](docs/plans/media-library.md)
+Plans: [admin-redesign.md](docs/plans/admin-redesign.md) | [admin-font-loading.md](docs/plans/admin-font-loading.md) | [setup-wizard.md](docs/plans/setup-wizard.md) | [setup-and-launch.md](docs/plans/setup-and-launch.md) | [setup-auto-confirm.md](docs/plans/setup-auto-confirm.md) | [email-settings.md](docs/plans/email-settings.md) | [search.md](docs/plans/search.md) | [products-refactor.md](/home/jamey/.claude/plans/snug-roaming-zebra.md) | [shipping-sync.md](docs/plans/shipping-sync.md) | [printful-integration.md](docs/plans/printful-integration.md) | [provider-strategy.md](docs/plans/provider-strategy.md) | [css-migration.md](docs/plans/css-migration.md) | [analytics-v2.md](docs/plans/analytics-v2.md) | [page-builder.md](docs/plans/page-builder.md) | [media-library.md](docs/plans/media-library.md) | [custom-pages.md](docs/plans/custom-pages.md)
 
 | # | Task | Depends on | Est | Status |
 |---|------|------------|-----|--------|
@@ -142,6 +142,13 @@ Plans: [admin-redesign.md](docs/plans/admin-redesign.md) | [admin-font-loading.m
 | ~~94~~ | ~~Admin media library UI — grid, filters, upload, detail panel, orphan management~~ | 93 | 2.5h | done |
 | ~~95~~ | ~~Image picker for page builder — `:image` field type, image_id resolution in renderer~~ | 94 | 2h | done |
 | 96 | Polish — theme editor alt text, full modal picker, orphan cleanup on ref removal | 95 | 1h | planned |
+| | **Custom CMS pages** ([plan](docs/plans/custom-pages.md)) | | | |
+| 97 | Stage 1: data model + context — schema fields, split changeset, CRUD functions, cache | — | 1.5h | planned |
+| 98 | Stage 2: routing + LiveView — `Shop.CustomPage`, catch-all route, 404 handling | 97 | 1h | planned |
+| 99 | Stage 3: admin CRUD — create/edit/delete pages, page settings, admin index | 98 | 2.5h | planned |
+| 100 | Stage 4: navigation management — data-driven nav, settings storage, admin editor | 99 | 3h | planned |
+| 101 | Stage 5: SEO + redirects — sitemap, auto-redirect on slug change, draft/published | 100 | 1h | planned |
+| 102 | Stage 6: polish — page templates, new block types, bulk ops | 101 | 3-4h | deferred |
 | | **Platform site** | | | |
 | 73 | Platform/marketing site — brochure, pricing, sign-up | — | TBD | planned |
 | 74 | Separation of concerns: platform site vs AGPL open source core | 73 | TBD | planned |
diff --git a/docs/plans/custom-pages.md b/docs/plans/custom-pages.md
new file mode 100644
index 0000000..bc6ab52
--- /dev/null
+++ b/docs/plans/custom-pages.md
@@ -0,0 +1,349 @@
+# Custom CMS pages
+
+Status: Planned
+See also: [page-builder.md](page-builder.md) (existing page editor plan)
+
+Six stages, ordered by priority. Each stage is independently shippable.
+
+---
+
+## Context
+
+The page builder currently works with a fixed set of 14 system slugs (home, about, cart, etc.). Each maps to a dedicated LiveView with its own event handlers. The renderer, block system, and editor hook are already fully generic — they work with any slug. The constraints are localised to a handful of hardcoded lists.
+
+This plan adds user-created content pages at arbitrary top-level URLs using a catch-all-last routing strategy. System pages keep their dedicated LiveViews. Custom pages use a single generic LiveView with portable blocks only. Navigation becomes data-driven.
+
+**Key architectural decision:** system pages (cart, PDP, collection, etc.) stay as dedicated LiveViews because their blocks need custom event handlers. Custom pages only get portable blocks (hero, image_text, content_body, featured_products, etc.) via the existing `allowed_on: :all` filtering. This is the same approach WordPress, Shopify, and every CMS uses — reserved system routes, catch-all for everything else.
+
+---
+
+## Stage 1: Data model + context (unblocks everything)
+
+**Goal:** Custom pages can be created, stored, and retrieved. No UI yet.
+
+### 1a. Migration
+
+New file: `priv/repo/migrations/TIMESTAMP_add_custom_page_fields.exs`
+
+```elixir
+alter table(:pages) do
+  add :type, :string, default: "system"        # "system" | "custom"
+  add :published, :boolean, default: true
+  add :meta_description, :string
+  add :show_in_nav, :boolean, default: false
+  add :nav_label, :string                       # display name in nav (defaults to title)
+  add :nav_position, :integer                   # ordering within nav
+end
+```
+
+No index changes — the existing unique index on `slug` covers custom pages.
+
+### 1b. Page schema
+
+File: `lib/berrypod/pages/page.ex`
+
+- Rename `@valid_slugs` → `@system_slugs` (line 8). Public accessor `system_slugs/0`.
+- Add `@reserved_paths` — every first-segment used by system routes, preventing slug collisions:
+  ```
+  ~w(about delivery privacy terms contact collections products cart search
+     checkout orders coming-soon admin health image_cache images favicon
+     sitemap.xml robots.txt setup dev)
+  ```
+- Add new fields to schema: `:type`, `:published`, `:meta_description`, `:show_in_nav`, `:nav_label`, `:nav_position`.
+- Split changeset:
+  - `system_changeset/2` — existing validation with `validate_inclusion(:slug, @system_slugs)`.
+  - `custom_changeset/2` — URL-safe slug format (`~r/^[a-z0-9]([a-z0-9-]*[a-z0-9])?$/`), exclusion from `@system_slugs ++ @reserved_paths`, sets `type: "custom"`. Required: `:slug`, `:title`.
+- Add `system_slug?/1` and `reserved_path?/1` helpers.
+
+### 1c. Defaults fallback
+
+File: `lib/berrypod/pages/defaults.ex`
+
+Add catch-all clauses:
+- `defp title(slug), do: slug |> String.replace("-", " ") |> String.capitalize()`
+- `defp blocks(_slug), do: []`
+
+Only fires for unknown slugs. System slugs still get their specific defaults.
+
+### 1d. Pages context
+
+File: `lib/berrypod/pages.ex`
+
+- Rename `list_pages/0` → `list_system_pages/0` (iterates `Page.system_slugs()`).
+- Add `list_custom_pages/0` — queries DB for `type: "custom"`, ordered by `title`.
+- Add `list_all_pages/0` — `list_system_pages() ++ list_custom_pages()`.
+- Add `create_custom_page/1` — takes `%{slug:, title:}`, uses `custom_changeset/2`, inserts.
+- Add `delete_custom_page/1` — deletes by slug, only if `type == "custom"`. Invalidates cache.
+- Add `update_custom_page/2` — updates title, slug, meta, published, nav fields. Slug change auto-creates redirect via `Redirects.create_auto/1`.
+- Modify `save_page/2` — use `system_changeset` for system slugs, `custom_changeset` for custom.
+- Modify `reset_page/1` — for custom pages, delete entirely (no defaults to fall back to).
+- Update `page_to_map/1` (line 126) — include new fields.
+- `get_page_from_db/1` (line 37) — return `nil` for non-system slugs not in DB (don't call `Defaults.for_slug/1`).
+
+### 1e. Page cache
+
+File: `lib/berrypod/pages/page_cache.ex`
+
+- `warm/0` (line 50) — after system slugs, also query DB for all custom pages and cache them.
+
+### 1f. Tests
+
+File: `test/berrypod/pages_test.exs`
+
+- `create_custom_page/1` — valid slug, duplicate, reserved slug, system slug collision.
+- `delete_custom_page/1` — custom page, system page (refuse).
+- `update_custom_page/2` — title change, slug change (verify redirect created).
+- `list_custom_pages/0` — empty, with pages, ordering.
+- `get_page/1` for custom slug — nil when not created, page when created.
+- Update existing `list_pages` test (now `list_system_pages`).
+
+**Files:** `page.ex`, `pages.ex`, `defaults.ex`, `page_cache.ex`, migration, `pages_test.exs`
+**Est:** 1.5h
+
+---
+
+## Stage 2: Routing + custom page LiveView
+
+**Goal:** Custom pages accessible at `/:slug` on the shop.
+
+### 2a. New LiveView
+
+New file: `lib/berrypod_web/live/shop/custom_page.ex`
+
+Follows `Shop.Content` pattern — loads page in `handle_params` so PageEditorHook deferred init works:
+
+```elixir
+def mount(_params, _session, socket), do: {:ok, socket}
+
+def handle_params(%{"slug" => slug}, _uri, socket) do
+  page = Pages.get_page(slug)
+
+  if is_nil(page) or page[:type] != "custom" or page[:published] != true do
+    raise BerrypodWeb.NotFoundError  # or however 404s are handled
+  end
+
+  {:noreply,
+   socket
+   |> assign(:page, page)
+   |> assign(:page_title, page.title)
+   |> assign(:page_description, page[:meta_description])
+   |> assign(:og_url, BerrypodWeb.Endpoint.url() <> "/#{page.slug}")}
+end
+
+def render(assigns), do: ~H"<BerrypodWeb.PageRenderer.render_page {assigns} />"
+```
+
+### 2b. Router
+
+File: `lib/berrypod_web/router.ex`
+
+Add as the **last** route in `public_shop` live_session (after line 88):
+
+```elixir
+live "/:slug", Shop.CustomPage, :show
+```
+
+Only matches single-segment paths. Multi-segment paths (`/collections/all`, `/orders/123`) matched by earlier explicit routes. Route order guarantees system routes always win.
+
+### 2c. Tests
+
+New file: `test/berrypod_web/live/shop/custom_page_test.exs`
+
+- Published custom page renders at `/:slug`.
+- Unpublished page → 404.
+- Nonexistent slug → 404.
+- System routes unaffected (`/about`, `/cart` still hit their LiveViews).
+- Page editor works on custom pages (`?edit=true`).
+- SEO assigns set correctly.
+
+**Files:** `router.ex`, new `custom_page.ex`, new test file
+**Est:** 1h
+
+---
+
+## Stage 3: Admin CRUD for custom pages
+
+**Goal:** Admins can create, edit, and delete custom pages.
+
+### 3a. Admin pages index
+
+File: `lib/berrypod_web/live/admin/pages/index.ex`
+
+- "Custom pages" section below system page groups.
+- Load via `Pages.list_custom_pages()`.
+- "Create page" button → `/admin/pages/new`.
+- `page_icon/1` catch-all: `defp page_icon(_), do: "hero-document"`.
+- "Draft" badge when `published == false`.
+
+### 3b. Page creation flow
+
+File: `lib/berrypod_web/live/admin/pages/editor.ex`
+
+- `%{"slug" => "new"}` in mount → creation mode.
+- Form: title (required), auto-generated slug (editable), meta description.
+- Submit: `Pages.create_custom_page/1` → redirect to `/admin/pages/#{slug}`.
+- Slug generation: `title |> String.downcase() |> String.replace(~r/[^a-z0-9]+/, "-") |> String.trim("-")`.
+
+### 3c. Page settings for custom pages
+
+File: `lib/berrypod_web/live/admin/pages/editor.ex`
+
+- Detect custom via `page.type == "custom"`.
+- Editable settings section: title, slug, meta description, published toggle, show in nav, nav label.
+- Slug changes call `Pages.update_custom_page/2` (auto-redirect).
+
+### 3d. Delete page
+
+- Custom pages only: "Delete page" button with confirmation.
+- `Pages.delete_custom_page/1` → redirect to `/admin/pages`.
+
+### 3e. Admin route
+
+File: `lib/berrypod_web/router.ex`
+
+- `live "/pages/new", Admin.Pages.Editor, :new` — BEFORE existing `/pages/:slug`.
+
+### 3f. Tests
+
+- Create page: form validation, slug generation, redirect.
+- Edit title/slug/description.
+- Delete custom page.
+- Custom pages in page list.
+- Cannot delete system pages.
+- Cannot create with reserved slugs.
+
+**Files:** `admin/pages/index.ex`, `admin/pages/editor.ex`, `router.ex`, tests, admin CSS
+**Est:** 2.5h
+
+---
+
+## Stage 4: Navigation management
+
+**Goal:** Header, footer, and mobile nav are data-driven and configurable.
+
+### 4a. Data model
+
+Store as JSON settings (existing `Settings` system):
+
+```elixir
+Settings.put_setting("header_nav", Jason.encode!(items), "json")
+Settings.put_setting("footer_nav", Jason.encode!(items), "json")
+```
+
+Each item: `%{"label" => "Home", "href" => "/", "slug" => "home"}`
+
+`slug` is optional — used for active-page highlighting. Default items match current hardcoded nav.
+
+### 4b. Load in ThemeHook
+
+File: `lib/berrypod_web/theme_hook.ex`
+
+- Load `header_nav`/`footer_nav` settings in `mount_theme`.
+- Assign `@header_nav_items`, `@footer_nav_items`.
+- Fall back to default items if not configured.
+
+### 4c. Data-driven rendering
+
+File: `lib/berrypod_web/components/shop_components/layout.ex`
+
+- **Header** (lines 714-737): Replace hardcoded items with `:for` loop over `@header_nav_items`.
+- **Footer "Help" column** (lines 573-653): Replace with loop over `@footer_nav_items`.
+- **Mobile bottom nav** (lines 184-227): Keep fixed for now (icon slots are a bigger UX decision).
+- Add `header_nav_items` and `footer_nav_items` to `@layout_keys` (line 51).
+
+### 4d. Admin nav editor
+
+New file: `lib/berrypod_web/live/admin/navigation.ex`
+
+- Route: `/admin/navigation`
+- Header + footer item lists with label/href inputs.
+- Move up/down buttons (same pattern as block editor).
+- "Add item" + "Add page" (dropdown of all pages).
+- Save → settings. "Reset to defaults" button.
+
+### 4e. Admin sidebar link
+
+File: `lib/berrypod_web/components/layouts/admin.html.heex` — add "Navigation" link.
+
+### 4f. Tests
+
+- Nav renders from settings.
+- Defaults match current hardcoded items.
+- Admin CRUD for nav items.
+
+**Files:** `layout.ex`, `theme_hook.ex`, admin layout, new `navigation.ex`, router, CSS, tests
+**Est:** 3h
+
+---
+
+## Stage 5: SEO + redirects
+
+**Goal:** Custom pages are search-engine friendly.
+
+### 5a. Sitemap
+
+File: `lib/berrypod_web/controllers/seo_controller.ex`
+
+```elixir
+custom_pages =
+  Pages.list_custom_pages()
+  |> Enum.filter(& &1.published)
+  |> Enum.map(fn p -> {"/#{p.slug}", "weekly", "0.6"} end)
+
+all_pages = static_pages ++ category_pages ++ product_pages ++ custom_pages
+```
+
+### 5b. Auto-redirect on slug change
+
+Already wired in stage 1d. Verify and test. Existing redirect plug handles all paths.
+
+### 5c. Draft enforcement
+
+- Admin preview: allow viewing unpublished pages if `is_admin`, show "Draft" banner.
+- Sitemap/nav exclude unpublished.
+
+### 5d. Tests
+
+- Sitemap includes published, excludes unpublished.
+- Slug change creates 301 redirect.
+- Draft pages 404 for visitors, render for admins.
+
+**Files:** `seo_controller.ex`, `pages.ex`, `custom_page.ex`, tests
+**Est:** 1h
+
+---
+
+## Stage 6: Polish (defer)
+
+- **Page templates** — blank, content page, landing page starter layouts.
+- **New block types** — spacer, rich text, image gallery, video embed (all `allowed_on: :all`).
+- **Bulk operations** — publish/unpublish multiple, duplicate page.
+- **Page ordering** — position field, move up/down in admin list.
+
+**Est:** 3-4h total, incremental
+
+---
+
+## Key files
+
+| File | Stages | Change |
+|------|--------|--------|
+| `lib/berrypod/pages/page.ex` | 1 | Schema, split changeset |
+| `lib/berrypod/pages.ex` | 1, 5 | New CRUD functions |
+| `lib/berrypod/pages/defaults.ex` | 1 | Catch-all clauses |
+| `lib/berrypod/pages/page_cache.ex` | 1 | Warm custom pages |
+| `lib/berrypod_web/router.ex` | 2, 3 | Catch-all + admin routes |
+| `lib/berrypod_web/live/shop/custom_page.ex` | 2, 5 | New LiveView |
+| `lib/berrypod_web/live/admin/pages/index.ex` | 3 | Custom pages section |
+| `lib/berrypod_web/live/admin/pages/editor.ex` | 3 | Create/edit/delete |
+| `lib/berrypod_web/components/shop_components/layout.ex` | 4 | Data-driven nav |
+| `lib/berrypod_web/theme_hook.ex` | 4 | Load nav settings |
+| `lib/berrypod_web/live/admin/navigation.ex` | 4 | New admin page |
+| `lib/berrypod_web/controllers/seo_controller.ex` | 5 | Sitemap |
+| `assets/css/admin/components.css` | 3, 4 | Admin styles |
+
+## Verification
+
+After each stage: `mix precommit`, browser check at `localhost:4000`.
+
+Full end-to-end: create page from admin → renders at `/:slug` → edit with live editor → change slug (redirect works) → add to nav → check sitemap → unpublish (404 for visitors).