CleanR — WordPress multisite for an environmental services group with three brands

CleanR is the largest environmental services group in Latvia — a company that serves more than 50,000 customers and recycles over 170,000 tonnes of waste every year. Behind a single name stand several brands with entirely different audiences and service ranges: household waste management for private individuals and apartment buildings, waste processing and recovery, and industrial waste management for manufacturing companies. The main challenge in building the site was to fit this diversity into a single technical solution so that each brand kept its own identity while the whole system remained manageable in one place.

The solution is built on a WordPress multisite architecture. Three separate brand sites run on a single technical core — CleanR for household waste management, CleanR Industry for waste processing and recovery, and Verso for industrial waste management — plus a shared landing page that directs visitors to the right brand. The multisite approach here is not a technical luxury but a practical necessity: the group is growing, new business lines keep joining, and building a separate site from scratch each time would be both costly and slow. Multisite lets all the brands share a single core, security updates, and maintenance, while each keeps its own design, navigation, and content structure.

This architecture is the cornerstone of the project. When the group launches a new service line or brand, it can be added as a new site within the existing multisite network rather than as a separate, newly built project. Administration happens in one place: one update, one security policy, one maintenance environment for multiple sites at once. For the company, this means lower maintenance costs and faster rollout of new business lines; for the user, it means a consistent, recognisable experience regardless of which brand’s site they land on.