Consolidating two luxury bathware brands onto a single Shopify Plus platform
Maidstone and DXV are luxury bathroom brands within American Bath Group (ABG). Following ABG's acquisition of DXV, the two brands needed a single home - one premium destination for the interior designers who specify and source across multiple client projects. Maidstone was on ageing Magento 2; DXV sat separately on Shopify.
We scoped, designed and built a single Shopify Plus store bringing Maidstone and DXV together; a catalogue and enquiry experience built for the interior designers who specify and source across multiple client projects. The store and its design system were built to become the blueprint for ABG's wider brand portfolio on, or moving on to Shopify.
The results
The challenge
Acquiring DXV meant bringing a second brand into the fold - with its own platform, its own catalogue, and no shared infrastructure with Maidstone. Maidstone ran on Magento 2 that was getting harder to maintain, while DXV sat on a separate Shopify store.
There was no single home for the two brands and no shared way to manage their combined range of more than six thousand products. In practice, that meant duplicated effort, inconsistent presentation, and no unified way to oversee the catalogue or the customer experience across both brands.
Because the site does not sell online, the case for change was not about conversion. It was about giving designers one credible, well-made destination, and giving ABG a Shopify platform it could reuse for the rest of its portfolio.
Why ABG chose Unified, and how we approached it
We've worked with multi-brand groups before, consolidating separate platforms and catalogues onto a single, manageable system. We started with site mapping, a brand and competitor workshop, requirements, integrations and a data-migration plan - so both sides knew what we were building, why, and how, before moving into developing a design system and starting the build.
Built for designers. A 'My Projects' wishlist so designers can group products by client project, and a 'Where to Buy' locator that routes enquiries to the right dealer
One brand home, cleanly migrated. Maidstone and DXV merged into a single Shopify Plus store, with the full catalogue moved off Magento and a complete SEO redirect plan executed by our in-house SEO specialists
Connected to the back office. A bespoke order-tracking app built on ABG's Epicor system, and 3,300 products synced from Salsify PIM.
We ran design and development in parallel in sprints, with QA on every sprint and client testing before launch, so the go-live held even when product data took longer than planned to finalise.
In their words
[TO CONFIRM: quote from George Kelly (E-commerce/Retail Marketing Director), ideally on bringing the two brands together and the platform as a template for the wider ABG portfolio.]
[TO CONFIRM], American Bath Group
What we delivered
Maidstone and DXV merged into one Shopify Plus store, with Maidstone migrated off Magento 2 and DXV consolidated from its existing Shopify store.
A custom theme and design reflecting each brand
A 'My Projects' wishlist built for designers managing multiple client projects
A 'Where to Buy' dealer locator
A bespoke order-tracking app integrated with ABG's Epicor ERP
A full SEO migration with URL redirects, zero 404s and new sitemaps submitted
GA4 and Clarity analytics, with a full team handover and training session
From project to partner
The project proved the model - a scalable Shopify platform and design system that the rest of ABG's portfolio can now follow.
Since launch the relationship has continued as an ongoing programme, with a roadmap shaped around ABG's broader platform ambitions.