Discovery & Personalisation
Brand/category filtering; brand landing pages
In one sentence
Concession and brand pages let a multi-brand retailer filter and present products by brand or category as a dedicated landing experience, so a shop-in-shop feels like its own destination rather than a filtered search result.
How it works
For retailers carrying multiple third-party brands, this feature builds dedicated pages per brand or concession — filtering the catalogue to just that brand's products and presenting them with brand-appropriate layout, so the page reads as a curated destination rather than a generic filtered list. The brand or retailer configures which brands get a dedicated page, how the filtering rules are set, and how much of the standard page template can be adapted per brand landing page. It sits on top of the same central catalogue and faceted browsing used elsewhere, so brand pages stay in sync with stock and pricing automatically.
The problem it solves
For the brand
Retailers hosting multiple brands need to give each one a fair, discoverable shelf — without building and maintaining a bespoke page per brand by hand, which doesn't scale past a handful of names.
For their customers
A shopper looking for everything from a specific brand shouldn't have to reconstruct that view themselves through generic filters — they expect a single page that is that brand's shelf.
For shoppers
For the brand
Third-party brands get discoverable, dedicated shelf space at scale
Brand-page traffic and conversion
New brand pages launch from configuration, not bespoke build
Time to launch a new brand landing page
Consistent stock and pricing without separate maintenance
Sync accuracy between brand pages and catalogue
Stronger case for onboarding and retaining concession brands
Concession brand retention
In practice
A retailer onboards a new concession brand and configures a dedicated landing page for it.
The page automatically filters the catalogue to that brand's SKUs using existing category and brand attributes.
The retailer applies brand-appropriate layout elements within the allowed template options.
As the brand's stock and pricing change in the catalogue, the page updates without any manual page maintenance.
Where it lands hardest
Health & nutrition
Multi-brand wellness marketplaces benefit strongly — shoppers often shop by trusted brand as much as by product category.
Beauty & personal care
A strong fit — beauty retail is built around brand-led shopping, and dedicated brand pages mirror the in-store counter experience.
Food, drink & FMCG
Relevant mainly for retailers hosting distinct labels or importers rather than a single-brand FMCG site.
Pet care
Useful for multi-brand pet retailers; less relevant for a single-brand manufacturer's own site.
Fashion & apparel
Core to department-store and marketplace fashion models, where brand identity drives navigation as much as category.
Luxury & premium
Honest note: most relevant to multi-brand luxury retail; a single luxury house selling direct has limited use for this feature.
Common questions & objections
Why the platform version wins
Brand pages are generated from the same catalogue and facet infrastructure as the rest of the site, rather than a separately built microsite per brand that falls out of sync the moment stock changes.