# One platform for the long tail of partner stores

Case study · Portfolio consolidation

I replaced a long tail of underperforming partner storefronts with one shared storefront platform, and partner sales grew sharply.

- Role: Senior Lead Magento 2 Developer
- Where: Event Network, 2021–2025
- Stack: Magento 2, Multi-store / multi-website, PHP, MySQL, ERP & POS integrations

## Context

Alongside the flagship institution stores sat a long tail of underperforming partner storefronts. Each was a store of its own to set up, maintain and market, and many of them sold little.

## The challenge

An underperforming store still needs the same care as a successful one: its own configuration and content, and its own place in every upgrade and every deploy. Spread across many small stores, that effort was not turning into sales.

## What I did

I merged that long tail of partner stores into one shared storefront platform on the Magento 2 codebase: one store to build, maintain and market instead of many, with the partners' products presented together rather than spread across stores that struggled on their own.

## Outcome

Partner sales grew sharply on the shared platform.

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Canonical: https://www.michael-kuhlman.com/work/storefront-consolidation