Background
Primex sells promotional textiles through a network of professional resellers. These resellers need a webshop that matches their own brand, their own selection, and their own way of selling. Especially because many orders involve custom printing rather than “add to cart and done”.
Before this project, rolling out a webshop per reseller meant too much manual work, too much customisation per store, and too little consistency in how the ordering and printing configuration was handled. Primex needed a scalable way to deliver:
White-label webshops in each reseller’s own branding
A selectable assortment per store (only the products that reseller wants to sell)
A user-friendly, guided ordering flow for garment printing and configuration
Central control and maintainability for Primex, without slowing down store owners
Solution
We built a white-label commerce platform with Umbraco Commerce at its core. The key idea: one robust foundation, many branded stores, each with its own identity and assortment, but powered by the same proven commerce engine.
We've extended Commerce quite a bit in this project. We've used Product Adapters, Price Adjustments, and various Calculators, among other things, so each customer can set their own prices (including surcharge) and shipping costs.
There is one single “PIM” in this project which contains all available products and clients can select whole brands, categories or even single products to sell in their white-label store.
Then there was the issue of ‘designs’; not every visitor is able to provide designs in the correct way. So we’ve decided to implement PitchPrint. A SAAS solution so that visitors can ‘draw’ or upload their design onto a ‘real’ t-shirt and see the results immediately. PitchPrint then provides the shop owner with the correct file so that they can be printed.
Impact
This project created measurable value across the full chain: Primex, resellers and end customers.
For Primex: the platform scales across many storefronts while staying manageable, consistent and future-proof. One central foundation instead of many one-off builds.
For resellers: they can launch a professional webshop in their own branding quickly. With the functionality they need to sell printed textiles, without heavy custom development.
For end customers: ordering becomes easier and clearer thanks to the guided personalization flow, which removes friction and uncertainty during checkout.
In short: we turned a complex, manual “webshop-per-reseller” challenge into a repeatable model that keeps quality high and effort low.
“With the expertise of ipsis and the flexibility of Umbraco Commerce, we turned a complex challenge into a scalable solution. We can now launch white-label webshops for our resellers quickly, while maintaining control and consistency across the platform.”
