One store, two ways to buy.
Guana Bay store
Context
Guana Bay is a women's fashion brand that sells both directly to consumers and through a network of wholesale retailers. When I joined, each channel ran on a separate Tienda Nube store: two catalogs, two inventories and two parallel operations for the same brand. The challenge wasn't just migrating a store: it was bringing two business models together without losing what each one needs.
The problem
Two stores meant duplicated work, inventory that was hard to keep in sync and the risk of selling products that were no longer available. Wholesale also had its own logic: different pricing, minimum order quantities, exclusive products and a different confirmation process. Retail customers shouldn't have to understand any of that.
The solution
I proposed migrating both channels to a single WooCommerce store with one shared catalog and one source of inventory, while creating different experiences per customer type:
Retail: buys online with public pricing and available payment methods.
Wholesale: registers by location and gets special pricing, purchasing conditions and exclusive products. Orders are placed online and confirmed manually once stock is validated.
Two ways to buy
One inventory for two channels
Both experiences now rely on the same stock: no more updating two systems, and a much lower risk of overselling. The wholesale logic includes single wholesale pricing, minimum order quantities, exclusive products, location-based registration with automatic approval, and manual order confirmation before payment.
My role
Product strategy, design, development and creative direction:
E-commerce architecture and migration from two stores into one
B2C + B2B business logic and UX/UI design
WooCommerce configuration and customization, size/color variants
Shared inventory, automatic discounts and coupons
Email and logistics integrations, automations
Definition and leadership of the wholesale registration flow
For features that required specialized development, I led the functional definition and worked alongside technical profiles to ship them.
Creative direction
Beyond the platform, I lead the brand's creative direction: branding, art direction, packaging, labels, social media, campaigns, AI-generated imagery and newsletters, so the shopping experience stays consistent with the brand.
Creative direction
Outcome
Two independent stores became a single sales ecosystem. The team now manages one centralized catalog and shared inventory, spends less time uploading and maintaining products, prevents stock errors, runs promotions and automations from one place, and operates wholesale without duplicating infrastructure.
A system that keeps growing
Guana Bay is an ongoing product. I'm currently developing an internal dashboard for wholesale customer management to centralize registrations, automate account creation and reduce the team's reliance on spreadsheets.
0 likes · 1 view · Nov 13, 2026
Two stores, one platform: I merged a fashion brand's retail and wholesale channels into one WooCommerce store with shared inventory.
