Overview
Edukativne igre is a daughter brand of Games4you, Serbia's leader in board-game retail. Games4you serves enthusiasts; Edukativne igre was launched to serve a different audience — parents, teachers, gift-buyers — through a different storefront with a different voice. The two brands look like two operations from the outside. Inside, they share one back office.
The unusual part is the architecture. Both storefronts read from the same product record and the same live stock count on oozmi ERP. There is no sync between two parallel systems, because there is no second system. The same SKU sold by either storefront moves the same inventory number.
Technical context
The two brands run on a single oozmi instance — Ecommerce, CRM, ERP, OMS, all in production. Domain routing puts the right storefront in front of the right customer. Catalog, pricing, suppliers, orders, and returns are managed once, in one admin, against one data set. The presentation layer — voice, layout, brand-specific messaging — diverges per storefront; the data underneath does not.
From the customer's side, the two sites look unrelated. From the operations team's side, they are one shop.
Challenges
A distinct customer needs a distinct storefront — not a tab on the same site. That part of the decision was easy. The harder part was what to do with the back office: should the second brand be a second operation, with its own catalog, its own warehouse view, its own analytics? Or could it be the same operation with a different face?
The usual industry answers are both bad. Two platforms with integrations between them trade up-front cost for ongoing drift — sooner or later one storefront sells a unit the other thought was in stock, or a promotion lands on one brand and not the other because the catalog forked. One bloated platform with custom presentation logic per brand trades the drift for engineering complexity that grows linearly with each new brand or country variant.
Both routes are paid for — in money up front, in drift over time, or in engineering tickets forever. The team didn't want any of those.
Solution
On oozmi ERP, the product and its stock live in a single record, shared between both brands. Domain routing puts the right storefront in front of the right customer. Catalog, pricing, suppliers, orders, returns — all managed once. The two storefronts run on the same data; only the presentation differs.
That means the merchandising team adds a SKU once and both brands have it. They run a pricing rule once and both brands respect it. A sale on either storefront moves the same inventory line. New suppliers, new categories, new campaigns — all configured once for the operation, surfaced selectively per brand.
The voices stay separate. Games4you's enthusiast register and Edukativne igre's parent-friendly register draw from the same product source, each tuned to its own customer. From the storefront forward, the brands feel like two operations. From the back office back, they are one.
Key Results
The headline is the architecture itself. One shared product record, accessed by both storefronts, with no sync work in between. The avoided cost — two parallel systems with integrations, or one bloated platform with custom per-brand logic — is the result the team would have paid for elsewhere.
Operationally that translates to: each SKU lives once. Both brands read from it. Inventory is never double-booked. Pricing rules, supplier onboarding, return policies — managed once, applied across both brands. The merchandising team runs one operation; the customer sees two storefronts.
What's next
The architecture scales. The two-brand setup is the smallest interesting case of a multi-brand operation — three or four brands sharing the same back office would work the same way. So would a multi-country variant of a single brand, or a B2B / B2C split. The same record + domain routing model is the underlying pattern.
For anyone running multiple storefronts that share inventory, suppliers, or finance, Edukativne igre is the working example: a sister brand launched on the same back office as Games4you, with no parallel system to keep in sync.