Moxtex

Headless e-commerce & custom AI solution

A modern, scalable platform to maintain premium brand standards, streamline operations, create new revenue streams, and increase engagement with brand partners.

Hale Bob website showing two women in pink floral dresses in a garden.
TECH STACKSanity CMS, Next.js+React, HOSTED ON VERCEL
INDUSTRYFashion & Retail
Year2022 - Present
Website
Moxtex.com

Introduction

Moxtex is the exclusive distributor of premium clothing brands, in Norway. They represent a portfolio of international labels, such as Halebob. As a trusted partner for retailers, Moxtex is committed to elevating the presentation of these brands, ensuring consistency, quality, and authenticity across all sales channels. Moxtex partnered with Represent to build a scale-able, high quality distribution platform. The result being increased brand equity and stronger, more controlled digital presence, that empowers their brand partners.

Mobile screen of the Montex fashion website, featuring a woman in a black cape labeled 'Busnel', and another woman lounging in a striped shirt.
Montex fashion brand website displayed on a laptop, featuring a grid of images for various brands like Bussel and Denim Studio.

The Problem

Moxtex faced challenges common in fashion distribution:

  • Lack of control over digital sales channels.
  • Retail partners had limited tools to engage with Moxtex & purchase directly.
  • Manual, time-consuming workflows for product data, line sheets
  • Fragmented payment processes, making revenue management complex.

Moxtex needed a modern, scalable platform that would increase engagement with retail partners, streamline operations, and create new revenue streams: while maintaining premium brand standards.

The Choice

Moxtex selected Represent for our deep expertise in headless e-commerce, Sanity CMS, and AI-driven workflow automation.

  • Sanity CMS offered full flexibility for managing multi-brand content and scaling to new markets.
  • A headless commerce approach ensured the platform could grow gradually, from single-brand availability to a full multi-brand distributor marketplace.
  • Represent’s proven ability to build custom AI tools to optimise product workflows aligned perfectly with Moxtex’s operational needs.

The solution

Represent rebuilt Moxtex’s digital platform around a headless architecture with Sanity CMS and introduced custom AI-powered tools to solve industry-specific challenges. Key features delivered:

1. Multi-Brand B2C Platform

  • One central platform for consumers to purchase from Moxtex’s brand portfolio.
  • Gradual rollout: one brand first, then expanding to more labels and international markets.

2. Retailer Engagement Tools

  • Retailer-promotion through encouragement of in-store sales.
  • Customers can select preferred stores, check availability locally, and connect directly.

3. Streamlined Payment Processing

  • Split payments via Dintero: automatically routes revenue between Moxtex and stores.
  • Transparent and efficient handling of stakeholder payments.

4. AI-Powered Operational Efficiencies

  • AI Swatch Picker: processes hundreds of seasonal products, generating accurate fabric/design visuals instantly.
  • Line Sheet Automation: using AI to process line sheets, translate them (English & Norwegian), and prepare product data sets in hours instead of weeks.
  • AI Image Processing: intelligent naming and tagging of product images, detecting pose (front, back, side) and colour formatting. Removing laborious manual work and reducing errors.

5. Integration with Vivo.no

  • Middleware integration allowing retail partners to access accurate product information (images, descriptions, specifications) directly from Moxtex’s system. Providing added benefits for partners.
Mobile screen displaying the "Nyheter" (New Arrivals) page of the Hale Bob Los Angeles website, featuring a description and product images of dresses.
A mobile screen showing a woman modeling a navy patterned maxi dress, Bridie Navy, from Hale Bob.
A mobile payment screen for Hale Bob, showing credit card details being entered, with options for Vipps and Klarna, and a button to pay 6,398.00 NOK.

The Results & Next Steps

Results so far

  • Operational efficiencies: tasks that once took weeks are now completed in hours with AI support.
  • Creation of a new revenue stream, with third party customers now able to buy directly through Moxtex.
  • A scalable platform that maintains premium brand presentation across all online sales channels.
  • Enriched metadata amplifying consumer experience and providing better information to retail partners.

Next steps

  • Exploring store stock discovery tools to better connect consumer and stockists
  • Potential for addition of more brands, stores and international markets once Halebob.no solution has been validation.

Moxtex now has a headless CMS platform powered by Sanity and AI, built to strengthen B2B relationships, protect brand equity, and unlock new revenue streams.

Ready to modernise your distribution platform?

If your brand or distribution business is limited by outdated systems or losing control over digital sales channels, a headless architecture with AI-powered tools can transform your operations. Get in touch with Represent to start building a scalable platform tailored to your business.

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