Case Study: The Cotton On Group achieves a single view of customer service across 8 brands with Zendesk Multibrand

The Cotton On Group leverages Multibrand to support 8 brands on Zendesk Support

The Cotton On Group, a global retail business with more than 1,300 stores and 20,000 employees, was supporting eight brands across multiple regions and channels but lacked visibility and consistency in online customer service. Handling 15,000+ tickets a month across different teams and time zones left the group with manual triage, duplicated work, and limited ability to measure performance—“we have a Ferrari, but we’re just using it to drive down the road to buy some milk,” as Digital Product Manager Luke Wallace put it.

By adopting Zendesk Support’s Multibrand in a single instance, standardizing seven branded help centers, and implementing automations and triggers, Cotton On unified workflows and avoided new service silos. The change enabled a single view of customer service across brands and regions, faster triage, easier updates, and clearer reporting for managers—supporting 8 brands, 4 channels, 15,000+ monthly tickets and driving an overall customer satisfaction of 87%.

Cotton On Group

Luke Wallace

Customer Service & Engagement Manager