We have the following scenario with our project:
This is little bit more involved but at a high-level we do it as below. We have the core platform ui divided to multiple war modules based on the features (login-ui,catalog-mgmt-ui etc). Each of these core modules are customizable by the customer facing team.
We merge all of these modules during build time into 1 single war module. The merge rules are based on maven's assembly plugin.