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The Client
A cycling accessories brand built for every journey
Blackburn is an established cycling accessories brand known for designing practical, durable and performance-driven products that support cyclists wherever their journeys take them.
At the time of the project, Blackburn formed part of Vista Outdoor's extensive portfolio of outdoor recreation and sporting goods brands, now associated with Revelyst.
With 41 brands across its portfolio, Vista Outdoor required an ecommerce infrastructure capable of supporting diverse brand identities, individual business requirements and evolving digital commerce needs.
The challenge was to bring greater consistency and efficiency the ecommerce operations involved in the migration without compromising the flexibility each brand needed to serve its customers.
The Challenge
Simplifying Ecommerce Across a Complex Brand Portfolio
Managing ecommerce operations across multiple brands creates complexity, particularly when legacy systems, differing technical requirements and multiple storefronts must operate within a broader enterprise architecture.
Vista Outdoor needed a more streamlined approach to managing its Salesforce Commerce Cloud environment while supporting the migration of 21 individual brands, including Blackburn.
Three priorities shaped the program:
1. Consolidating Legacy Ecommerce Environments
Migrating brands from existing systems required a coordinated approach to data migration, platform configuration and technical implementation, while accommodating brand-specific requirements.
2. Balancing Standardization with Brand Flexibility
Each brand had distinct ecommerce needs. The challenge was to introduce a shared multi-brand ecommerce architecture that could simplify management while supporting the individual requirements of multiple storefronts.
3. Reducing Operational Complexity
Supporting multiple brands across separate ecommerce environments can create inefficiencies in ongoing maintenance, troubleshooting and platform management. Vista Outdoor needed a framework that would make its ecommerce ecosystem easier to operate and support.
The Solution
Building a Unified Salesforce Commerce Cloud Foundation
TCTG delivered a coordinated SFCC multi-brand migration program, successfully migrating and launching 21 Vista Outdoor brands, including Blackburn, onto the Vista Master Realm within Salesforce Commerce Cloud.
At the heart of the implementation was a shared Storefront Reference Architecture (SFRA) framework, designed to simplify technical management and provide a consistent foundation across the brand portfolio.
A Shared Architecture Built for Scale
By bringing multiple brands together within a common SFRA framework, TCTG helped Vista Outdoor establish a more streamlined approach to storefront management.
The shared architecture enabled greater consistency across the ecommerce environment, simplified issue resolution and provided a foundation capable of supporting the needs of multiple brands.
Coordinated Multi-Brand Migration
TCTG managed the technical migration and launch of 21 brands, accommodating individual brand requirements within the shared Salesforce Commerce Cloud environment.
This approach supported the transition from legacy systems while creating a more cohesive ecommerce infrastructure across the portfolio.
Integrating Key Commerce Technologies
To support connected customer experiences, TCTG integrated third-party technologies, including:
• Yotpo: Supporting customer engagement through ecommerce marketing capabilities.
• Salesforce Marketing Cloud: Enabling more connected customer communications and marketing experiences.
These integrations extended the capabilities of the Salesforce Commerce Cloud ecosystem and supported Vista Outdoor's wider digital commerce objectives.
The Results
Greater Efficiency, Reduced Complexity and a Foundation for Growth
The migration delivered a more unified ecommerce environment, helping Vista Outdoor simplify platform operations and establish a scalable foundation for its US ecommerce activities.
A Consolidated Multi-Brand Platform
The successful migration of 21 brands to the Vista Master Realm created a shared technical environment, reducing the complexity associated with managing multiple storefront architectures.
More Efficient Storefront Management
A common SFRA framework streamlined site administration and simplified issue resolution, supporting more efficient ongoing ecommerce operations.
Greater Architectural Consistency
Standardizing the technical foundation across the migrated brands provided a more cohesive approach to platform management while accommodating individual storefront requirements.
A Stronger Foundation for Digital Growth
With a unified Salesforce Commerce Cloud architecture and integrated third-party services, Vista Outdoor established a more scalable foundation to support evolving ecommerce requirements and continued digital development.
Transforming Complex Ecommerce Environments into Scalable Commerce Platforms
For enterprise retailers managing multiple brands, ecommerce transformation is about more than migrating technology. It's about creating an architecture that reduces complexity, improves operational efficiency and supports long-term business growth.
The Blackburn project demonstrates TCTG's ability to deliver complex, multi-brand Salesforce Commerce Cloud migrations while balancing enterprise-wide standardization with the needs of individual brands.
Whether consolidating legacy storefronts, modernizing SFCC architecture or planning the next phase of digital commerce transformation, TCTG brings the technical expertise and implementation experience to help retailers move forward with confidence.
