Guana Bay
One store, two ways to buy.
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 the project, each channel operated through a separate Tienda Nube store: two catalogs, two inventories, and two parallel operations for the same brand. The challenge wasn't simply migrating a store. It was about bringing two different business models together without losing the specific requirements of each one.
The problem
Running two stores meant duplicated work, difficulties keeping inventory synchronized, and the risk of selling products that were no longer available. The wholesale channel also followed its own commercial logic: different pricing, minimum order quantities, exclusive products, and a different order confirmation process from retail. The solution needed to bring both models together within a single platform, without forcing retail customers to understand how the wholesale operation works.
The solution
I proposed migrating both channels to a single WooCommerce store, with one shared catalog and a single source of inventory, while creating differentiated experiences based on customer type. Retail customers can purchase directly online using public pricing and available payment methods. Wholesale customers register based on their location and gain access to special pricing, purchasing conditions, and exclusive products: orders are placed online, but the transaction is manually confirmed once inventory has been validated. This allows two business models to coexist within a single ecosystem without duplicating the operation.
One inventory system for two channels
One of the main challenges was making B2C and B2B work together. Previously, each store managed its own inventory. After the migration, both experiences rely on the same inventory availability. This eliminated the need to update two separate stock systems and significantly reduced the risk of overselling and inventory errors. The wholesale logic also includes:
- Single wholesale pricing
- Minimum order quantities
- Exclusive products
- Location-based registration
- Automatic approval when a location is available
- Manual order confirmation before payment
My role
This project combines product strategy, design, development, and creative direction. My work includes:
- E-commerce architecture
- Migration from two stores into a single platform
- B2C + B2B business logic
- UX/UI design
- WooCommerce configuration and customization
- Size and color variant management
- Shared inventory system
- Automatic discounts and coupons
- Email and logistics integrations
- Automations
- Definition and leadership of the wholesale registration flow
- Continuous product development and iteration
For features requiring specialized development, I led the functional definition and worked alongside technical profiles to bring the solutions into production.
Creative direction
My work with Guana Bay goes beyond the e-commerce platform. I also lead the brand's creative direction and visual evolution across multiple touchpoints:
- Branding
- Art direction
- Packaging
- Labels
- Social media
- Campaigns
- AI-generated imagery
- Newsletters
The visual identity and digital product evolve in parallel, ensuring that the shopping experience remains consistent with the brand's positioning.
How the project evolved
The platform was built to support the brand's growth. The initial migration wasn't a literal transfer of the entire historical catalog. We used the platform transition as an opportunity to work with an updated seasonal catalog and a cleaner product structure.
The next step is replacing processes that still rely on external tools. I'm currently developing an internal dashboard for wholesale customer management, with the goal of centralizing registrations, automating account creation, and progressively reducing the team's reliance on Excel spreadsheets.
Outcome
The migration transformed two independent stores into a single sales ecosystem. The team can now:
- Manage one centralized catalog
- Manage shared inventory across both channels
- Reduce product upload and maintenance time
- Prevent inventory errors
- Reduce the risk of overselling
- Manage discounts, promotions, and automations from a single platform
- Operate the wholesale channel without duplicating the e-commerce infrastructure
- Work with greater operational autonomy
But perhaps the most important outcome is this: technology stopped simply supporting the problem and became part of the operational solution.
A system that keeps growing
Guana Bay is an ongoing product. What started as a migration project evolved into a system that brings together e-commerce, wholesale operations, inventory, automations, and creative direction. The next step is extending that logic into internal operations by automating the wholesale customer onboarding and management cycle.