MOEBE — a B2B platform that matches the brand’s design language

MOEBE is a Danish design studio. The brand identity is unusually consistent — clean lines, considered restraint, every surface designed. The wholesale platform the team inherited didn’t match. It looked like a B2B portal in the generic sense: functional but visually unrelated to the rest of the brand experience.

For a design-led brand, that mismatch isn’t cosmetic — it’s a brand integrity problem. A retailer interacts with the MOEBE wholesale portal more often than with most other brand touchpoints. If that portal feels like a different brand, the wholesale experience disconnects from the rest of the relationship. The team wanted the portal to feel like MOEBE.

“It looks like MOEBE — not like a generic ordering portal”

“It looks like MOEBE — not like a generic ordering portal.” That’s the wholesale team’s summary, and it sounds like a small thing until you consider the alternative. A retailer placing weekly orders against a portal that doesn’t reflect the brand’s design language is being asked to do business in a context that contradicts what the brand stands for. That dissonance accumulates over time, even if no individual retailer would articulate it.

Turis made the visual layer customisable enough to express MOEBE’s design language without requiring custom front-end engineering. The wholesale storefront feels coherent with the brand’s other surfaces — same typography sensibility, same restraint, same considered approach to spacing and hierarchy.

Why Turis fit a design-led brand

Three platform decisions made the fit. First, the customisation model gave the design team meaningful control over the storefront’s visual surface without requiring an engineering project for every change. Second, the underlying mechanics — customer-specific pricing, order pads, ERP integration — were already in place, so the design work wasn’t competing with platform implementation for attention. Third, the brand and the wholesale channel could live in the same conceptual surface, even if technically they sat in adjacent systems.

The team didn’t have to choose between a beautiful storefront and a functional wholesale platform. Turis was both — which removes a tradeoff most design-led brands shouldn’t be asked to make.

Going live

The rollout focused on getting the visual layer right first, then layering in the operational mechanics — catalog, pricing, accounts, ERP integration — without compromising on the design work. The wholesale storefront launched looking like a MOEBE surface from day one, and the back office behind it worked the way a proper B2B platform should.

Within a few weeks the previous portal was decommissioned, retailers were placing orders against the new storefront, and the operational metrics started catching up to where the team had expected them to be.

Same tenant, brand + wholesale

The MOEBE brand surface and the wholesale storefront sit in the same conceptual home. Retailers move between them without context-switching; the visual language is consistent; the brand presentation doesn’t fragment by audience. For a brand whose value lives in coherence, that integration matters.

Scaling with the retailer base

The platform scales as MOEBE’s retailer base grows. New accounts onboard against the same configured pricing structures; the storefront performance stays consistent as volume increases; the design work the team invested in at launch keeps paying dividends as more retailers see it. The infrastructure doesn’t have to be rebuilt at each size threshold — it absorbs the growth as configuration, not as restructuring.

For a design-led brand at MOEBE’s scale, that combination — visual coherence + operational mechanics + room to grow — is the right shape of platform. Anything else asks the team to compromise on something they shouldn’t have to.