Frontend Architecture for Multi-Brand Companies — One Codebase, Every Brand
Berlin-based Full Stack Architect building shared codebases that serve multiple brands and products without duplication — proven at enterprise scale.
Client & Context
Oetker Group — a consumer goods company operating 20+ distinct brands, historically each running on its own frontend codebase. Engaged as Software Engineer / System Architecture at Oetker Digital (Nov 2022 – Aug 2025) to lead the consolidation.
The Problem
3+ brands, each with its own frontend team, duplicated code, and inconsistent UI. Infrastructure cost and time-to-ship grew linearly with every new brand instead of shrinking through reuse.
My Role
Architected the multi-brand “Greenfield” system from scratch — system design, data modeling, and the migration strategy that brought all 20 brands onto it without downtime.
What Was Built
A single shared Next.js/TypeScript codebase serving 20 Oetker Group brands across 10 locales — one component library, one deployment pipeline, brand-level theming via design tokens instead of forked repos.
Technical Approach
Shared Core, Brand-Level Theming
One component library and data layer, themed per brand via design tokens — no forked repos.
One Pipeline, Every Domain
CI/CD that deploys every brand from the same codebase, independently and safely.
Multi-Tenant Data Modeling
Content and product data structured to scale to new brands without re-architecting.
Zero-Downtime Rollouts
Migrations and re-platforming executed without taking any brand offline, backed by Zod/GraphQL API optimization.
Result
- 40% reduction in infrastructure costs
- 30% reduction in maintenance effort
- Zero-downtime migration across all 20 brands and 10 locales with 100% uptime
- 90% fewer UI-related defects via a unified component library
- 20% improvement in Core Web Vitals
Relevant Services
Running Multiple Brands on Separate Codebases?
Let's talk about consolidating your multi-brand frontend into one architecture — without disrupting what's already live.
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