Our Project with Dunlop Tyre Europe
The Relaunch of the B2B Portal
The merger of Dunlop, Falken and Sumitomo Tyres created one of the most powerful tire groups in Europe — and the need to make that merger visible digitally as well.
The existing B2B portal of the Falken brand, through which trading partners across Europe order, plan, and manage tires, was to unite all three brands under a shared corporate identity shaped by Dunlop.
Together with the client, we rethought the portal from the ground up: technically as a modern headless application, and visually as a clearly structured brand presence.
Client: Dunlop Tyre Europe GmbH
Industry: Tire Trading / Automotive Aftermarket
Challenge: Adapting the B2B portal's design to the new brand structure while modernizing the technology in parallel, under a tight timeline
Relaunch of the existing Falken B2B portal as a modern, responsive headless application that confidently represents all three brands, clearly prioritizes the brand presence, and gives dealers a noticeably simpler, higher-performing customer experience.
The design was at the heart of it: the B2B portal was visually tailored entirely to Falken and no longer reflected the new corporate and brand structure after the merger.
Dunlop needed to become visible as the lead brand, while Falken and Sumitomo still had to keep their place. As part of the redesign, new modules that previously had no place in the portal were added right away, rather than being pushed to a later phase.
The real challenge, however, was less the task itself than the timeframe: the entire project had to go live within a very short period.
Optimal presentation of all three brands — Dunlop, Falken, and Sumitomo — on a shared platform
Consistent implementation of lead brand Dunlop's modern corporate identity
A simplified, noticeably higher-performing customer experience for all trading partners
The portal's existing headless frontend was fundamentally redesigned to cleanly reflect the new Dunlop corporate identity and the brand hierarchy of all three brands. In parallel, additional modules were built to bring new content and functionality to the portal without touching the proven technical core.
The frontend is built for mobile, tablet, and desktop; implementation deliberately focused on tablet and desktop, the primary working devices of B2B customers.
So that dealers always see reliable product information, the product detail view was completely re-implemented and connected to the existing system's content via API. A high-performance cache for the PIM data ensures that even with large volumes of data — from technical specifications to EU tire labels — load times stay short and the display stays consistent.
Tire search is the portal's central function, so optimizing it was at the heart of the redesign.
On the homepage, the search is placed directly in the header and is therefore the first thing trading partners see; it can be expanded for advanced search criteria when needed. On the product overview, it stays visible as a reduced bar, without blocking the view of the results.
Underneath lies the proven search logic: an intelligent quick search with autocorrection for industry-specific standards, filtering by dimensions and specifics such as tire size, rim size, season, or brand, plus an article-number search.
Visually, the portal translates the new brand hierarchy directly into the interface: Dunlop appears prominently as the lead brand with its modern, dark corporate identity in black and signal yellow, while Falken and Sumitomo are visibly included but clearly subordinated — from the order of the logos to how individual products are labeled.
At the UX level, too, the interaction was consistently focused on the essentials: a direct-to-cart function shortens the path to purchase. One of the bigger design challenges was fitting all relevant product information — from availability and price to technical specifications — clearly onto the product cards without the display feeling cluttered.
Madhukar Manpuria, Supervisor E-Business Falken Tyre Europe
