Five brands, one team: How Delta Galil runs multi-brand CX from one platform

The Challenge: Maintaining a complex, multi-brand operation in one platform

For Delta Galil, the complexity comes from creating an experience authentic to each brand's customer. Bare Necessities is intimate apparel where sizing is an emotional, relationship-led conversation. PJ Salvage and 7FAM customers already know their size and want to be in and out in one message.

Policies, return windows, channel mixes, and escalation thresholds also differ for each brand. As Delta Galil continues to scale and add more brands to its portfolio, it can quickly become fragmented: separate inboxes, duplicated macros, and agents who know only one brand. In theory, every brand you add is another support operation to staff and maintain.

The Solution: Scaling multi-brand customer experience with Gorgias

A best-in-class helpdesk: macro naming conventions, segmented inbox views, and custom dashboards 

Organization and clear rules are the foundation of Delta Galil's multi-brand strategy. Each store has its own inbox view, segmented into channels: live chat, email, social, Yotpo reviews, Help Center, contact form, and voice. An agent always knows which brand, channel, and customer they're looking at. 

Teams and Rules drive smart routing: a ticket from PJ Salvage's chat is automatically assigned to the PJ Salvage chat team, so nothing gets missed and the queue is worked by priority.

The payoff of a single helpdesk is that the customer never notices the difference. When a 7 For All Mankind shopper accidentally reached out through the Bare Necessities site, the Shopify integration surfaced her past orders, the team realized she was a 7FAM customer, and the agent passed the ticket over with full context within minutes.

"The beauty of Gorgias and Shopify is that it's plug and play. It took us 10-15 minutes to set up each store."

— Ajit Patel, Director of Customer Service, Delta Galil US Brands

Dashboards: tracking every brand and channel at a glance

Each brand has its own dashboard, with a holistic Delta view on top. Ajit scans the whole company at a glance, then drops into a single brand to compare it against the others and against other lines of business.

"With custom dashboards per brand and channel, I don't have to download a bunch of raw data and pivot it in Excel. I can quickly glance, and I don't have to build it myself."

— Ajit Patel, Director of Customer Service, Delta Galil US Brands

The dashboards watch channels as closely as brands. The metrics tie support to the business: sales and conversion, AI coverage rate, contact volume by channel, AI response time, and CSAT. This tells the team not just how each brand is doing, but which channel is carrying it.

Omnichannel CX enables one team across every brand

The agents themselves are interchangeable by design. They're trained across brands and moved to wherever the calendar is busiest. A few shift over to PJ Salvage for its peak season, then move again when another brand spikes. 

"They're all basically interchangeable. We can train them to work on Bare Necessities, and then I have a few agents that go over to PJ Salvage when it's their peak season."

— Ajit Patel, Director of Customer Service, Delta Galil US Brands

Channels follow the same logic, each sized to the brand that needs it. Voice is the third-largest channel for Bare Necessities, which has always been ecommerce-only. For brands that can't justify a full phone line, Gorgias still gives them a voice presence: a number that captures a message, transcribes it to email, and lets the team reply on the channel the customer used.

Giving agents something more valuable than speed: context

For Delta Galil, AI Agent does more than answer routine questions. It starts every customer conversation, whether it's after hours, an order status request, a return, or a product consultation.

Every interaction begins with an immediate response from AI Agent, which gathers the context an agent would otherwise spend the first few minutes collecting.

At Bare Necessities, for example, a customer requesting a bra fitting is first asked when they were last fitted, what size they're wearing today, and which brands they prefer. By the time a specialist joins, the discovery work is already complete. Instead of spending time asking introductory questions, the agent can focus on providing personalized recommendations.

That shift changed how Ajit measures success. Average handle time became far less meaningful because agents were no longer spending their time on intake. They were spending it on solving problems and delivering a better customer experience.

"The team can breathe and actually enjoy doing their job by offering personalized bra fittings."

— Nicole Parker, Senior Manager of Customer Service, Delta Galil

A warehouse move that didn't cost a single hire

When Delta Galil relocated a warehouse and knew shipping would slip three to four weeks, the team didn't have to staff up. They built the delay directly into the AI knowledge, using date-range logic that recognized affected orders and answered automatically, with an explicit "if there are shipping delays like our warehouse transition" branch in the order-status flow.

"We were able to automate thousands of tickets that previously would have had to be handled by agents. Now all those answers are resolved by AI Agent. It’s so much less work, and I don't have to hire new help going forward."

— Ajit Patel, Director of Customer Service, Delta Galil US Brands