Multi-Tenant Publishing CMS

The client runs a network of retail and editorial brands, each needing a steady flow of articles, trends, hubs and store pages. Managing content separately for every brand — with different teams, approval steps and image handling — would be chaotic and inconsistent. They needed a single content management system that multiple partners and retailers could use, with the right permissions for each role, a clear approval workflow, and content that flows automatically to all the brand storefronts.

We built a reusable, multi-tenant CMS that powers content across the client's brand network. It supports the full range of content types the business publishes — articles, trends, Instagram embeds, store pages, hubs and front pages — with a visual, drag-and-drop editor and rich text editing. A publishing workflow moves content through draft, change request, approval and published states, and a dual-role model separates what platform admins can do from what individual retailers can do. Content is delivered over a GraphQL API that every storefront consumes, and images are handled through Cloudinary for fast, optimised delivery. The CMS is packaged as a reusable module so it can be embedded into different brand environments rather than rebuilt each time.

Content for the entire brand network is now created and approved in one place and flows automatically to every storefront. The role-based workflow lets partners and retailers collaborate safely, each seeing only what they should, while the shared content model keeps every brand consistent. Because it's built as a reusable module, the same CMS scales to new brands and partners without a new build.

• Multi-Content Editor: Articles, trends, hubs, store and front pages all managed in one tool.
• Approval Workflow: Draft → change request → approval → published keeps publishing controlled and auditable.
• Role-Based Access: Separate permissions for platform admins and individual retailers.
• Visual Layout Builder: Drag-and-drop arrangement and rich-text editing for non-technical editors.
• Optimised Images: Cloudinary integration delivers fast, transformed images everywhere.

• React & TypeScript: Component-based editor UI, packaged as a reusable module.
• MobX-State-Tree: Predictable state management for complex editing workflows.
• GraphQL (Apollo): Content delivery API consumed by all storefronts.
• Cloudinary: Image upload, transformation and CDN delivery.

We started from the editorial workflow itself — who creates content, who approves it, and what each role is allowed to do — and modelled that as a first-class part of the system. The editor was built for non-technical users with drag-and-drop layout and rich text, while MobX-State-Tree kept the underlying state predictable. We exposed all content through a single GraphQL API so every storefront could consume it consistently, and integrated Cloudinary for image handling. Crucially, we packaged the CMS as a reusable module so it could be embedded across the client's brands instead of being rebuilt for each one.