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Label the Cable: a brand site first, commerce as a later switch, JTL behind both
How Label the Cable starts with a new site on no commerce system at all, keeps JTL as the ERP behind it, and treats selling direct as a switch rather than a second project.
- 14 daysLive
- 1System for management
- 40+Retail partners across Europe
The Challenge
Label the Cable has been making cable management products since 2006 and sells them through more than 40 retail partners across Europe. What it does not have is its own online shop. The brand's direct presence is a website, not a storefront.
That makes for an unusual starting point. The immediate need is a completely new site, built on no existing commerce system, that does justice to the products and the brand. Selling direct is a real ambition but not the first step, and committing to a commerce platform now would mean paying for and operating a shop before there is a shop to run. The ERP question, on the other hand, is already settled: JTL runs the business behind the scenes and will have to receive any order that is eventually taken.
The Solution
The site is being built on Laioutr as a content and product presentation site first. No commerce system underneath it, no platform migration, no shop to operate before it is needed. Content, product pages and the brand story are composed from components in Laioutr Studio and maintained by the team itself.
Commerce is a later switch rather than a later project. Laioutr's shop functionality can be activated on the same site when Label the Cable wants to sell direct, and the JTL app connects the storefront to the ERP that already runs the business, so orders taken on the site are passed straight into JTL.
That sequencing is the point. The same frontend carries a corporate and product site today and a direct-to-consumer shop later, without a rebuild in between and without the commerce decision having to be made before the brand is ready to make it.
"We wanted a site that does our brand and our products justice. Buying a shop we don't need yet was never an option. With Laioutr the site is live, and when we want to sell direct we switch commerce on within the same site. JTL runs the business behind it either way."
Felix Bechmann
Managing Director
Why it worked
The path removes a decision that usually has to be taken too early. A brand in Label the Cable's position normally picks a commerce platform in order to get a decent website, and then carries the cost and the operating overhead of a shop it is not yet using.
Here the two are separated. Content and product presentation go live on their own terms, and the commerce layer is switched on when the direct business justifies it. Because the connection to JTL is part of the same platform, that switch does not reopen the integration question either.
For a company that sells mainly through retail partners, it also keeps the direct channel a deliberate step rather than a forced one.