TchernovAudioA multi-brand corporate ecosystem and e-commerce success story

Building an enterprise ecosystem for high-end audio

In 2008, we partnered with TchernovAudio, the leading distributor of high-end home and car audio equipment in Russia and the CIS, to create what became one of our most ambitious projects.

The company represented world-class brands like Focal.JMlab, Audison, Hertz, and Auditor, and needed not just a website but a complete digital ecosystem:

• A corporate hub.

• Multiple brand sites.

• Dealer white-label platforms.

• An online store.

• Media galleries.

• And even an active audio community.

This was not just a portal — it was the digital backbone of their entire distribution network.

Features and highlights

To turn the idea of a corporate portal into a true ecosystem, we had to design a wide range of interconnected features. Each of them played a role in keeping the system consistent and scalable:

• 🛒 Unified e-commerce engine powering:

  • The central TchernovAudio portal.

  • Dedicated brand sites (Focal, Audison, Hertz, Auditor).

  • White-label dealer sites, delivered as turnkey solutions.

• 🔄 Single CMS core: change a product once, and it appeared instantly across every site.

• 📸 Media libraries shared across brands and dealers.

• 👥 B2B modules for dealers: private access to wholesale prices, product docs, and partner tools.

• 💬 Community integration: we acquired AudioForum.ru and merged it into the system, bringing a ready-made audience and thousands of discussions.

• 🎨 Multi-brand flexibility: each site carried its own identity, while running on the same architecture.

Challenges we solved

Behind the scenes, the real story was about solving technical and organizational challenges. What looked like a polished front-end was possible only because we managed to address issues like:

• Scale and complexity: dozens of sites, one database. Keeping all data consistent required a robust multi-layered architecture.

• Dealer ecosystem: building a white-label solution that could instantly generate a dealer site — branded, synced, and ready for business.

• Community merge: integrating years of content from AudioForum.ru while preserving SEO, users, and discussions.

• Hybrid business logic: balancing B2C online retail with B2B partner services, without compromising either.

• Performance at scale: ensuring the system remained fast and stable while handling thousands of products, galleries, and forum threads simultaneously.

Business impact

The technical foundation mattered only because it drove real-world results. Once the system launched, the business impact was immediate and measurable:

• 🚀 The online store achieved €230,000 in monthly turnover within just a few months of launch.

• 📈 TchernovAudio became one of the first distributors in the region to successfully blend offline distribution with online retail at scale.

• 🏆 The ecosystem served both end customers (B2C) and dealers/partners (B2B) in one platform.

• 🔧 Dealers received ready-made branded websites, effectively expanding TchernovAudio’s reach without extra effort.

• 💬 The integrated forum created a community around the products, boosting engagement and trust.

Results

Over time, the project proved its durability and value. It was not just a launch success — it became a sustainable system:

• ⏳ The ecosystem ran for 7 years, exceeding all expectations.

• 🌍 Gave TchernovAudio a multi-brand presence across Russia and the CIS without duplication of effort.

• 💼 Became the core business tool for the distributor, not just a marketing showcase.

• 📊 Proved that digital ecosystems could deliver measurable revenue growth, not just visibility.

Why it mattered

For our studio, TchernovAudio was a defining moment.

• It proved that we could handle enterprise-grade, multi-site, multi-brand projects.

• It showed that technology could translate directly into money — not in theory, but in real numbers.

• It was a rare blend of engineering challenge, design work, community building, and business strategy.

👉 Looking back, this project anticipated many of the principles we still use in QRaway today:

• one unified core,

• many front-end faces,

• seamless data sync,

• scalability across B2C and B2B.