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The decision on the table is whether to consolidate separate brand sites into one white label setup, a shared storefront that each brand branches off. The upside is permanent: every feature is built once. The cost is also permanent. Each brand gives up some freedom to change its site on its own schedule.
Why separate brand sites drift apart
Brands that grow up on separate codebases drift, even on the same platform. One brand gets a newer payment integration, another a better back-end structure, a third a different content system. After a few years the group runs several webshops that share a vendor and little else.
That drift has a price. The development team maintains every version in parallel. A feature requested by one brand gets rebuilt when a second brand asks for it months later. Technical debt piles up unevenly, and the most advanced brand sets expectations the others cannot meet without their own project.
How a white label setup works on Salesforce B2C Commerce
A white label product is built once and sold under several brand names, like a supermarket's own-brand range made by one supplier. In ecommerce, the principle is the same. One storefront codebase carries the shared functionality, and every brand site is a configuration of it on the Salesforce Commerce Cloud (Agentforce Commerce) platform.
Brand identity does not live in the code. It lives in what shoppers actually see, and that stays separate per brand.
- Each brand keeps its own content, imagery and campaigns.
- Styling, typography and colour palette are set per brand on top of shared components.
- Catalogue, pricing and promotions stay under each brand's own control.
- Brand-specific features can still run behind a feature toggle per site.
The same principle scales to a headless front end, where shared components serve several brands through one API layer, as set out in headless commerce with the Composable Storefront.
What we did for Cool Investments
Cool Investments owns three fashion brands: Coolcat, America Today and MS Mode. All three ran on Salesforce Commerce Cloud, on the same realm, yet each had been built separately. Over time their order management, product information management and content creation had grown apart, and features were built brand by brand.
A Commerce Cloud architect at FORWARD first mapped the differences between the three sites and planned the technical route to a single white label. The implementation itself took four months. Senior developers from FORWARD and Cool Investments did the technical work, while the ecommerce, data, CRM, IT and purchasing teams each had a part in it. We migrated all three brands before the busiest commercial period in fashion.
