Case study · Best Haircare & Special Brand Company
B2B and B2C. Stronger together.
Selling directly to consumers should not leave your business customers feeling left out. Best Haircare and Special Brand Company both sell to salons and to private customers. AWINK brings those two sides together with a reseller and affiliate tool that lets salons earn from sales through the consumer webshop.
The question
The brief behind the build.
How do you grow a consumer webshop while keeping your reseller relationships strong? Your business customers sell your products too. A direct sales channel can feel like competition if they have no part in it.
For Best Haircare and Special Brand Company, the brief goes beyond building a good-looking shop. It is about serving business customers and consumers while giving resellers a reason to support the B2C channel.
What AWINK built
The work, in detail.
Two audiences, distinct needs
Both businesses sell B2B to salons and B2C to private customers. The experience needs to recognise those different relationships, while presenting the same business behind them.
A place for resellers in B2C
Both Best Haircare and SBC use a reseller and affiliate tool that allows salons to earn from sales on the consumer website. Resellers can benefit from the direct channel instead of simply watching it compete for sales.
Shared interests
The principle is straightforward: direct online sales and business relationships should support each other. Giving salons a financial stake in B2C sales makes that relationship part of the commerce setup.
Connected operations at SBC
For Special Brand Company, AWINK built two separate Shopify shops and connected them to one central inventory and fulfilment system. A corporate website completes the setup: three destinations, each with its own purpose.
Shopify, without Shopify Plus
This B2B and B2C setup, including the reseller and affiliate tool, runs on Shopify without requiring a Shopify Plus subscription. The business model does not depend on the cost of a Plus plan.
Under the hood
Behind the experience.
The reseller and affiliate tool is used by both businesses. Its role is to let salons earn from consumer webshop sales, connecting the B2B relationship to the B2C channel.
At SBC, the two Shopify shops share a central inventory and fulfilment system. Business and consumer orders come from separate storefronts but connect to the same operation. The shared inventory and fulfilment integration describes SBC’s setup specifically. Both businesses combine B2B and B2C on Shopify without requiring Shopify Plus.
The result
What it adds up to.
Two businesses with both B2B and B2C sales, and a mechanism for salons to earn from consumer orders. The consumer webshop becomes a channel that resellers can benefit from too.
At SBC, that approach sits alongside two connected Shopify shops and a corporate website. The value is in how the parts work together: customers can buy directly, business relationships remain part of the model, and the shops connect to the operation behind them.
Made with
Special Brand Company: design by Buro Henk, development and inventory and fulfilment integration by AWINK. The corporate website and both shops launched in 2025.
Best Haircare and SBC both use the reseller and affiliate tool described in this case.