diff --git a/src/blueprinters/deeprows.js b/src/blueprinters/deeprows.js
index 7e00e69..a27c7f2 100644
--- a/src/blueprinters/deeprows.js
+++ b/src/blueprinters/deeprows.js
@@ -7,19 +7,65 @@ import { fmtObj } from '../lib/util'
  * column names are the same except for a different integer at the end
  * (e.g. 'tag1', and 'tag2'), then the values of those two columns are
  * aggregated into a list, which is the value of the prefix's key ('tag').
+ * Any values in those columns that are empty will NOT be added to the list.
  *
  * @param  {type} data        list of lists representing sheet data.
  * @return {type} Array       the structured data.
  */
 export default (data) => {
-  // TODO: make these deep rows.
   const itemLabels = data[0]
-  const fmt = fmtObj(itemLabels)
+  const baseFmt = fmtObj(itemLabels)
   const output = []
 
+  // create a structure to indicate which columns needs to be aggregated
+  const endsWithNumber = new RegExp('(.*)[0-9]+$')
+  const structure = {
+    __flat: []
+  }
+
+  itemLabels.forEach(label => {
+    const matches = label.match(endsWithNumber)
+    if (!matches) {
+      structure.__flat.push(label)
+    } else {
+      const labelPrefix = `${matches[1]}s`
+      if (labelPrefix in structure) {
+        structure[labelPrefix].push(label)
+      } else {
+        structure[labelPrefix] = [ label ]
+      }
+    }
+  })
+
+  // generate the value for deep labels using the structure created
   data.forEach((row, idx) => {
     if (idx === 0) return
-    output.push(fmt(row))
+    const baseRow = baseFmt(row)
+    const deepRow = {}
+
+    // generate deep row labels using structure
+    Object.keys(structure)
+      .forEach(newLabel => {
+        if (newLabel != '__flat') {
+          const oldLabels = structure[newLabel]
+          // only add new value if not ''
+          const labelValues = []
+          oldLabels.forEach(l => {
+            const vl = baseRow[l]
+            if (vl !== '') {
+              labelValues.push(vl)
+            }
+          })
+          deepRow[newLabel] = labelValues
+        }
+      })
+
+    // move values for flat labels over from base
+    structure.__flat.forEach(label => {
+      deepRow[label] = baseRow[label]
+    })
+
+    output.push(deepRow)
   })
 
   return output