KSHE Salon Professional: a trade site and a consumer store that don't get in each other's way.
KSHE is a Brisbane distributor that sells to salons. Like most distributors it wanted to sell to the public as well, and like most distributors it could not afford to upset the salons who are its real customers.
The problem with selling to both
A salon that buys a shampoo from you at trade price does not want to find the same bottle on your website at a discount to the public. The brands feel the same way, and their agreements usually say so.
The answer KSHE landed on was to keep the two businesses visibly apart, with the trade site under the KSHE name and the consumer store under a name of its own.
What was built
kshe.com.au, the trade site
Salons apply for an account, are approved, and then see trade pricing and the professional only ranges that the public never does.
salon.store, the consumer store
A separate store under its own name, selling to the public at retail prices, limited to the ranges that are allowed to be sold that way.
One set of product data behind both
Each product is described once and shown in both places, so a change to a range is made in one spot and nothing drifts.
The same split would work for most distributors.
If your brands are the reason you have held off selling to the public, Ben can walk you through how the trade and consumer sides are kept apart.