How do I keep my brand name off my consumer webshop while still using it with dealers?

One product record has to serve two audiences that must not sound the same: De Eekhoorn's B2B dealer portal names the brand on every listing, while its consumer webshop is not allowed to use the brand name at all. A content system builds both versions from that same record, using a recipe per product category so the two surfaces diverge exactly where the brand rules require. Dealer and consumer never see the same wording, even though the product underneath is identical.

Can I use my ERP system as the source for my online product catalog?

Yes: De Eekhoorn's catalog source of truth is Katana, a manufacturing and inventory ERP for production and stock, not a webshop. Automated Commerce imported that ERP data into one canonical catalog covering 7,868 products across De Eekhoorn's brand portfolio. A content system, built and tested, then generates the brand-specific copy each audience needs from that same record.

How do you keep product content consistent across multiple furniture brands and languages?

De Eekhoorn's canonical catalog covers four brands, WOOOD, vtwonen, SISSY BOY and BePureHome, in one system, with WOOOD accounting for 6,143 of the 7,868 total products. Product titles run in four languages: Dutch, English, German and French. A recipe per product category keeps the brand-specific rules applied consistently as the catalog scales, rather than being reapplied by hand for every product.

How do you make sure product copy doesn't use words a brand doesn't allow?

Every draft passes through an automatic banned-phrase check before it can ship, screening for wording a brand does not allow. It's tested, not theoretical: in a July test run, the check caught banned wording in 4 of 7 drafts before anything went live. That catch rate is why De Eekhoorn's dealer and consumer copy can diverge safely from the same product record.

De Eekhoorn × Automated Commerce

De Eekhoorn is a family-owned furniture manufacturer in Hoorn, North Holland, more than 40 years old and run by the Smit brothers. Its catalog has to speak two languages at once: the B2B dealer portal names the brand on every listing, the consumer webshop is not allowed to use the brand name at all, and both draw from the exact same product record. Getting that split right, product by product, is the story here.

About De Eekhoorn

De Eekhoorn carries four brands under one roof: WOOOD, vtwonen, SISSY BOY and BePureHome. Alongside its own consumer webshop, the company runs a strong B2B side: a dealer network, an Experience Center, and project furnishing for hotels, restaurants and offices.

The challenge

One product record has to serve two audiences that must not sound the same. The B2B dealer portal names the brand on every listing. The consumer webshop is not allowed to use the brand name at all, even though the product underneath is identical. And the catalog's source of truth is Katana, a manufacturing and inventory ERP for production and stock, not a webshop.

How Automated Commerce helps

Automated Commerce took Katana as the catalog source and imported it into one canonical catalog, turning data that lived inside a production ERP into copy ready for two very different audiences. A content system produces both brand surfaces from that single record, using a recipe per product category so dealer copy and consumer copy diverge exactly where the brand rules require. An automatic banned-phrase check screens every draft before it can ship, blocking wording the brand does not allow. The system is built and tested: in a July test run, it caught banned wording in 4 of 7 drafts before anything went live.

The result

The canonical catalog is live and multilingual across De Eekhoorn's brand portfolio:

7,868 products live in one canonical catalog across WOOOD, vtwonen, SISSY BOY, BePureHome and other brands, with WOOOD accounting for 6,143 of them.
7,801 variants.
Product titles in 4 languages: Dutch, English, German and French.
162 collections.
2,951 products pushed live to the connected channel, Katana.