Multi-Brand Website Platform Consolidation for Shaw Industries

About the client

Shaw Industries Group is a Berkshire Hathaway company headquartered in Dalton, Georgia. It manufactures and distributes flooring and synthetic turf products for residential, commercial, landscaping, and sports applications.

Its portfolio includes Shaw Floors, COREtec, Shaw Sports Turf, Anderson Tuftex, and Shaw Grass. Bits Orchestra works extensively with digital platforms and operational systems across the flooring industry, where complex product catalogs, dealer networks, and integrations create many of the same challenges addressed by EDS.

Across these brands, Shaw manages thousands of products with different specifications, media requirements, filters, product-detail experiences, and content structures. Customers use localized websites across the United States, Europe, Australia, and New Zealand to explore products, find dealers, and order samples.

The brands share many digital capabilities but are not interchangeable. An Anderson Tuftex hardwood collection and a Shaw Sports Turf system require different product models, page structures, specifications, and customer journeys.

Client feedback

Thanks to Bits Orchestra's efforts, the project led to a 34% increase in conversions and a 23% rise in traffic. The team demonstrated great flexibility in adapting to the client's workflow while managing scope and priorities. Bits Orchestra was solution-oriented, responsive, and proactive. — Howard Lee, Lead systems engineer at Shaw Industries Inc.

Business challenge

Shaw's brand websites had evolved as separate implementations, each with its own product imports, specifications, and display logic built through custom development. Editing capabilities and reusable functionality varied by site. Adding a new product type meant code changes and another deployment — and features built for one brand often had to be rebuilt for others. Marketing teams also relied on developers for structural changes that should have been manageable in the CMS. As Shaw added brands and markets, this model drove up development effort and maintenance overhead.

Shaw needed to determine what should be shared once and what genuinely needed to remain configurable by brand.

Solution

Bits Orchestra built the Enterprise Digital Solution (EDS), a shared platform on a single Kentico instance.

Instead of maintaining separate technical foundations for every brand, EDS centralizes common product-data logic, components, templates, search, integrations, and CMS capabilities. Brand-specific requirements are handled through configuration.

The project reflects the same approach Bits Orchestra applies to complex manufacturing website development: connecting product data, content management, reusable digital capabilities, and existing business systems rather than treating the website as an isolated marketing layer. 

The architecture allows Shaw to reuse engineering work without forcing its websites into the same product model or visual experience.

Configuration-driven product management

Before EDS, product imports were custom-built per brand. The new engine connects to Shaw Floors Center, PDMS, and the Shaw E-Commerce Service, using JSON paths and Kentico macros to map and transform incoming product data.

The platform can be configured to:

• onboard a new brand; 
• import new product types; 
• extend product specifications; 
• map different source-data structures; 
• automate or manually trigger imports by category.

This integration layer keeps the CMS connected to Shaw's wider product-data ecosystem, part of Bits Orchestra's CMS integration services for enterprise platforms linking CMS, commerce, and ERP systems.

Brand-aware content building

EDS replaces rigid page templates with flexible sections and reusable widgets. Editors build responsive layouts from shared components, while brand-level configuration controls how those same components look on each site.

Each brand has its own configuration for:

• fonts and typography; 
• colors; 
• margins and spacing; 
• borders and visual treatments.

The same functional component works across every brand without making the sites look identical, and saved widget presets let editors reuse layouts while keeping design patterns consistent. As a result, routine content and structural changes that once took 2–3 days in the development backlog can now often be completed the same day.

Reusable templates and website packaging

Common website capabilities were converted into reusable platform modules. Bits Orchestra also introduced a packaging model so new brand sites start from a tested foundation of shared components and integrations, then configure what differs. These reusable modules include:

• dealer locators; 
• article and blog landing pages; 
• trends and inspiration content; 
• news sections; 
• project listings.

Starting from a proven package instead of an empty build cut engineering effort for subsequent brand rollouts by approximately 60%, while still leaving room to configure what makes each brand distinct.

Search and shared integrations

EDS provides configurable search for products and editorial content, with searchable specifications, filters, and fields defined through the CMS. Frequently used external services are integrated once at platform level and enabled where required. These shared integrations include: 

• AudioEye — accessibility; 
• OneTrust — privacy and consent; 
• Genesis Chat — customer support; 
• Roomvo — room visualization; 
• Acquia DAM — digital asset management.

The platform also delivers reusable SEO and accessibility foundations, including semantic HTML, configurable metadata, canonical URLs, structured headings, ARIA support, and image metadata for every brand site.

Architecture: before vs. after

EDS runs on a single Kentico instance with a Microsoft .NET backend and shared React frontend architecture.

The project goes beyond standard CMS implementation. Custom Kentico modules, macros, configurable product mappings, brand-aware widgets, shared integrations, and frontend components turn Kentico into the foundation for a multi-brand digital platform. This type of architecture is part of Bits Orchestra’s broader Kentico development services for complex enterprise websites, multi-site ecosystems, integrations, and platform modernization.

The technical foundation includes:

• Kentico custom modules;
• configuration-driven product imports;
• JSON paths and Kentico macros;
• SFC, PDMS, and Shaw E-Commerce Service data sources;
• configurable product specifications and media;
• dynamic shelf and PDP structures;
• shared React components;
• Storybook;
• custom server-side rendering;
• modular frontend architecture;
• brand-aware styling;
• configurable product and content search;
• third-party integrations;
• Microsoft Azure infrastructure.

The architecture was designed around one principle: capabilities that are common across brands should be implemented once, while genuine differences should be expressed through configuration rather than duplicated code.