Case Study | Luxury Home & Personal Care
The Laundress: Premium DTC + Wholesale Architecture
Two customer types. One inventory. Different prices, different terms, different expectations.
INDUSTRY
Luxury Home & Personal Care
PLATFORM
Magento
MODEL
B2C DTC + B2B Wholesale
FOCUS
Dual-Channel Architecture
The operational conflict
DTC and wholesale operate on entirely different economics
A retail customer buying one bottle of Delicate Wash pays one price. A hotel buying 100 units pays another. Payment terms differ: retail takes credit card, wholesale takes Net 30 invoicing. Promotions destroy margin when they apply to wholesale but are essential for retail.
Third-party suppliers provided white-label products that needed vendor-specific fulfillment routing while presenting as in-house products to the customer.
Trying to manage this in one generic eCommerce system creates impossible choices: either oversimplify and lose operational control, or build complexity that makes both channels slower.
The architecture decision
Two storefronts, one inventory spine
The main site served retail customers with full product discovery, promotional messaging, and impulse-purchase design. A separate wholesale subdomain served business customers with group-specific pricing tiers, credit terms, and minimum order enforcement.
The unified inventory system became the critical asset: when retail stock depleted, wholesale saw it immediately. No overselling. No reconciliation.
What we delivered
Unified architecture eliminates channel conflict
Multi-tier pricing
Customers assign to groups (wholesale, distributor, retail) with automatic tiered pricing. Net 30 invoicing applies to wholesale only. Retail promotions run independently of wholesale margin structures.
Unified inventory
Product inventory syncs in real time across both storefronts. When one channel depletes, the other sees it immediately – eliminating the classic overselling nightmare.
Bundle & kit management
Complex products like “Spring Cleaning Bundle” are parent products with child SKUs. Inventory logic prevents kit sales if component stock is missing.
Vendor routing
Orders containing third-party supplier items route automatically to the right fulfillment partner. Customers see unified order confirmation. Logistics happen seamlessly.
Promotional independence
Flash sales and gift-with-purchase campaigns run on retail without threatening wholesale margins. Pricing logic stays separate while executing simultaneously.
Intelligent checkout
Guest checkout works for both channels. Newsletter capture uses cookie logic to prevent duplicate signups and popup fatigue.
The bottom line
Dual-channel premium brands shouldn’t have to choose.
Unified inventory with separated pricing logic. Retail experience optimization alongside wholesale operational efficiency. Both channels scale simultaneously without friction.
Frequently Asked Questions
Yes – with the right architecture. Two storefronts sharing one inventory spine with separated pricing logic, promotional independence, and automatic fulfillment routing. The key is unified inventory with channel-specific business rules.
Retail promotions and wholesale pricing exist in separate logic layers. A 50% flash sale hits retail while wholesale customers see their negotiated rates. The system keeps pricing independent while executing both simultaneously.
Premium brands operate on channel discipline. Let’s build a platform that enforces it.
Ready to scale both channels without compromise?
Let us discuss what you’re building.
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