Four Brands, One HubSpot: America's Floor Source Unifies Shopify, Zoho, and SharpSpring

The Challenge: Four Brands, Four Systems, No Single View

AFS Group grew the way many multi-brand retailers grow: brand by brand, market by market, system by system. By the time Orange Marketing was engaged, the company operated America's Floor Source, JP Flooring, Lewis Flooring Home, and Flooring Market as four distinct businesses under one roof – each with its own Shopify site, SharpSpring instance, and Jotform setup. 

Behind the scenes, a customized Zoho CRM held it together. John DeBrincat, who led the integration work for Orange Marketing, describes the environment: 

"There were Zapier integrations layered on top of each other, all feeding into a Zoho instance with custom business rules. At the same time, our primary point of contact was new to AFS and coming up to speed while learning their systems."

Every brand had to be emailed, tracked, and reported on separately, which meant the team spent as much time piecing together data from Zoho, Shopify, and four separate SharpSpring accounts as executing marketing.

Key pain points:

• Four SharpSpring instances and four separate email lists, each requiring its own deliverability management
• Four Shopify storefronts with no unified way to leads, or product interest back to a single contact record
• A complex Zoho CRM connection layered with Zapier workarounds instead of a direct integration
• No way to see performance across the full portfolio without manually combining reports from every brand

The Approach: Simplify Before Migrating

Orange Marketing's plan centered on a straightforward principle: replace complexity with structure, not move it from one platform to another.

Connecting Shopify Storefronts

Kirill Ougarov, Director of Revenue Operations at Orange Marketing, led the Shopify integration. Shopify's native HubSpot connection linked all four storefronts cleanly, but the challenge was organizing four brands' worth of contacts, leads, and orders inside one shared database while preserving brand-level clarity.

As Kirill explains:

"The integration is really, really nice. You have enough identifiers in there that you can easily tag your contacts, carts, and anything that comes in from Shopify to the right store."

Kirill built a multi-select field so a single contact could be associated with more than one brand, and added a property to capture the first brand that generated a marketing-qualified lead. Without that detail, the record would show when someone became an MQL, but not which brand earned the credit, a gap that would have made attribution across four brands nearly impossible.

Replacing SharpSpring and Jotform

While Shopify integrations were underway, John focused on the Zoho side, unwinding the Zapier-based lead flow. "There was a complexity in how this was all set up," John notes.

The goal was to replace SharpSpring and Jotform with a direct HubSpot to Zoho connection. This required rebuilding forms in HubSpot, restructuring list architecture, and validating that leads generated across all four Shopify storefronts flowed cleanly into Zoho without the multiple handoffs that had existed before.

Warming Up Email Deliverability

Because AFS was moving four established sender identities to a new email platform, Orange Marketing phased the rollout. Send volume increased gradually over several weeks instead of launching all four brands at full speed on day one, a shortcut that can trigger spam placement and undo months of list-building.

The Results: One System, Four Brands, and A Business Anyone Can Run

The impact on day-to-day marketing operations was immediate:

• A single system to run day-to-day. Where James previously had to toggle between four SharpSpring logins, a separate Shopify dashboard, and Zoho just to send a campaign or pull a list, everything marketing-related now lives in HubSpot. Zoho is purely sales.

Kirill shares:

"Now they don't have to look at Shopify at all. All the orders and cart abandonments come in and they can easily create segments from that data."

• Fewer systems to maintain. SharpSpring and Jotform are no longer part of the stack, reducing maintenance and troubleshooting overhead. Zapier plays a much less critical role.
  
  
• Reporting that used to take hours now takes minutes. James now works from dashboards that provide both brand-level and portfolio-wide visibility without manually pulling data from four different platforms.

John says:

"James' reporting improved greatly. Instead of chasing four different SharpSpring instances and Shopify and Zoho, he's got dashboards by brand and then a full roll-up of his entire business portfolio that he can look at at any given time."

• Easier campaign execution across every brand. Thanks to multi-brand tagging and first-touch MQL attribution, building campaigns for one brand or all four is no longer a manual, brand-by-brand exercise.

James Roe, Digital Marketing Manager at AFS, summarized the engagement.

"This was a complex implementation involving four Shopify site integrations, four brands, four email domain warmups, Zoho Sales CRM integration, Sharp Spring migration, and a large number of forms for each brand

Orange Marketing helped us manage the technical complexity while keeping the project organized and moving forward to meet our deadline. The team was collaborative, responsive, and easy to work with. They brought strong HubSpot knowledge, practical problem-solving, and a steady 'we've got your back' approach.

They helped us transition...while preserving required forms, workflows, email, and reporting. The Orange team stayed supportive through testing, troubleshooting, and handoff. They made a complicated project feel manageable."

Why It Worked

Four brands, four Shopify stores, and a Zoho instance shaped by years of customization is the kind of scope that often gets harder before it gets simpler. This project worked by resisting the urge to recreate that complexity inside HubSpot. Instead of building four separate marketing operations, Orange Marketing built one system with enough structure to keep each brand distinct without multiplying maintenance.

The result was not a single headline metric, but something more durable: a system team members can understand, run, and report from day one. And a system they now can add more brands and promotions to easily

Managing multiple brands across disconnected platforms? Let's talk about building one system that scales with you.

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