Amanda Berger
If you run more than one brand, you already know how it goes: every new storefront arrives with its own logins, its own email lists, and its own reports that someone has to piece together by hand. Growth is the goal. A pile of disconnected tools is the side effect nobody planned for.
America’s Floor Source (AFS Group), a flooring retailer with four brands, already had a sales process that worked in Zoho CRM. What they didn’t have was one marketing system that could connect four Shopify storefronts, replace four SharpSpring accounts, and still show how the whole business was performing. That’s where HubSpot and Orange Marketing came in.
The Problem Was Sprawl, Not Strategy
AFS Group’s portfolio includes America’s Floor Source, JP Flooring, Lewis Flooring Home, and Flooring Market. As the business grew, each brand followed that same pattern, adding a storefront and a marketing automation account of its own, with forms feeding a customized Zoho CRM through layers of Zapier automations.
Sending a campaign, building a list, or checking performance meant hopping between platforms. Seeing results across the full portfolio meant manually combining data from multiple sources.
None of these were brand problems. They were consolidation problems. The fix had to bring everything together without flattening four distinct brand identities or disrupting the sales process already running in Zoho.
What Orange Marketing Did
Orange Marketing, a HubSpot Diamond Partner, was brought in to build a shared marketing foundation in HubSpot with the structure to support four distinct brands:
- Four Shopify storefronts, one HubSpot instance. Store identifiers and multi-brand contact tagging keep every contact, cart, and order tied to the right brand. A dedicated property captures which brand first generated a marketing-qualified lead, giving the team clear attribution across the portfolio.
- SharpSpring and Jotform out, Zoho kept for sales. Forms were rebuilt in HubSpot, lists were reorganized, and a direct HubSpot-to-Zoho connection replaced the chain of handoffs that used to route leads. The team confirmed that leads from all four storefronts reach Zoho without the extra steps.
- Email warmups coordinated across all four brands. A six-week rollout gradually ramped up sending volume as each brand moved to HubSpot, protecting deliverability through the transition.
- Reporting built for each brand and the full portfolio.
- Dashboards let the marketing team check one brand’s performance or see the combined picture, without assembling separate reports to get there.
The Results
Marketing for all four brands now runs from a single HubSpot instance, with Zoho still handling sales. Shopify orders and abandoned-cart data flow straight into HubSpot, where the team turns them into segments and campaigns.
SharpSpring and Jotform are gone from the stack, and Zapier plays a much smaller role. Reporting that used to take hours now takes minutes. The team can run a campaign for one brand or several from the same place, on a foundation that’s ready for whatever brand comes next.
What This Means for Multi-Brand Retailers
Consolidating marketing shouldn't require every brand to give up its identity or every department to rip out the tools it relies on. It requires one system that keeps brand relationships clear, connects marketing to sales, and turns reporting into a quick check instead of a project. For AFS Group, that meant four brands, one HubSpot instance, and a view of the whole business they didn’t have before.
Read the full America’s Floor Source case study to see how the storefront connections, lead routing, and multi-brand reporting were structured.
