diff --git a/browser/locales/Makefile.in b/browser/locales/Makefile.in
index dac4d470e4d48..90854ccded86e 100644
--- a/browser/locales/Makefile.in
+++ b/browser/locales/Makefile.in
@@ -19,6 +19,8 @@ PWD := $(CURDIR)
 # These are defaulted to be compatible with the files the wget-en-US target
 # pulls. You may override them if you provide your own files.
 ZIP_IN ?= $(ABS_DIST)/$(PACKAGE)
+WIN32_INSTALLER_IN ?= $(ABS_DIST)/$(PKG_INST_PATH)$(PKG_INST_BASENAME).exe
+RETRIEVE_WINDOWS_INSTALLER = 1
 
 MOZ_LANGPACK_EID=langpack-$(AB_CD)@firefox.mozilla.org
 # For Nightly, we know where to get the builds from to do local repacks
@@ -41,6 +43,21 @@ endif
 MOZ_SFX_PACKAGE=$(topsrcdir)/other-licenses/7zstub/firefox/7zSD.sfx
 MOZ_INSTALLER_PATH=$(topsrcdir)/browser/installer/windows
 
+ifeq (WINNT,$(OS_ARCH))
+UNINSTALLER_PACKAGE_HOOK = $(RM) -r $(STAGEDIST)/uninstall; \
+    $(NSINSTALL) -D $(STAGEDIST)/uninstall; \
+    cp ../installer/windows/l10ngen/helper.exe $(STAGEDIST)/uninstall; \
+    $(RM) $(ABS_DIST)/l10n-stage/setup.exe; \
+    cp ../installer/windows/l10ngen/setup.exe $(ABS_DIST)/l10n-stage; \
+    $(NULL)
+
+STUB_HOOK = $(NSINSTALL) -D '$(ABS_DIST)/$(PKG_INST_PATH)'; \
+    $(RM) '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'; \
+    cp ../installer/windows/l10ngen/stub.exe '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'; \
+    chmod 0755 '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'; \
+    $(NULL)
+endif
+
 SEARCHPLUGINS_FILENAMES := $(shell $(call py_action,output_searchplugins_list,$(srcdir)/search/list.json $(AB_CD)))
 SEARCHPLUGINS_PATH := .deps/generated_$(AB_CD)
 SEARCHPLUGINS_TARGET := libs searchplugins
@@ -118,25 +135,26 @@ ifdef NIGHTLY_BUILD
 	@$(MAKE) -C ../extensions/webcompat-reporter/locales chrome AB_CD=$*
 endif
 
-package-win32-installer: WIN32_INSTALLER_OUT=$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_INST_BASENAME).exe
-package-win32-installer: MOZ_PKG_FORMAT=SFX7Z
-package-win32-installer: $(SUBMAKEFILES)
-	@echo 'Packaging $(WIN32_INSTALLER_OUT).'
+repackage-win32-installer: WIN32_INSTALLER_OUT=$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_INST_BASENAME).exe
+repackage-win32-installer: $(call ESCAPE_WILDCARD,$(WIN32_INSTALLER_IN)) $(SUBMAKEFILES) libs-$(AB_CD)
+	@echo 'Repackaging $(WIN32_INSTALLER_IN) into $(WIN32_INSTALLER_OUT).'
+	$(MAKE) -C $(DEPTH)/$(MOZ_BRANDING_DIRECTORY) export
 	$(MAKE) -C ../installer/windows CONFIG_DIR=l10ngen l10ngen/setup.exe l10ngen/7zSD.sfx
-	$(RM) -r $(STAGEDIST)/uninstall
-	$(NSINSTALL) -D $(STAGEDIST)/uninstall
-	cp ../installer/windows/l10ngen/helper.exe $(STAGEDIST)/uninstall
-	$(RM) $(ABS_DIST)/l10n-stage/setup.exe
-	cp ../installer/windows/l10ngen/setup.exe $(ABS_DIST)/l10n-stage
-	$(NSINSTALL) -D '$(ABS_DIST)/$(PKG_INST_PATH)'
-	(cd $(DIST)/l10n-stage; \
-	  $(MAKE_PACKAGE))
-	mv -f '$(DIST)/l10n-stage/$(PACKAGE)' '$(WIN32_INSTALLER_OUT)'
-	if test -f '$(DIST)/l10n-stage/$(PACKAGE).asc'; then mv -f '$(DIST)/l10n-stage/$(PACKAGE).asc' '$(WIN32_INSTALLER_OUT).asc'; fi
-ifdef MOZ_STUB_INSTALLER
-	$(RM) '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'
-	cp ../installer/windows/l10ngen/stub.exe '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'
-	chmod 0755 '$(ABS_DIST)/$(PKG_INST_PATH)$(PKG_STUB_BASENAME).exe'
+	$(MAKE) repackage-zip \
+	  AB_CD=$(AB_CD) \
+	  MOZ_PKG_FORMAT=SFX7Z \
+	  ZIP_IN='$(WIN32_INSTALLER_IN)' \
+	  ZIP_OUT='$(WIN32_INSTALLER_OUT)' \
+	  SFX_HEADER='$(PWD)/../installer/windows/l10ngen/7zSD.sfx \
+	              $(topsrcdir)/browser/installer/windows/app.tag'
+
+ifeq (WINNT,$(OS_ARCH))
+repackage-win32-installer-%: unpack
+	@$(MAKE) repackage-win32-installer AB_CD=$* WIN32_INSTALLER_IN='$(WIN32_INSTALLER_IN)'
+
+repackage-zip-%: repackage-win32-installer-%
+else
+repackage-win32-installer-%: ;
 endif
 
 
@@ -147,14 +165,7 @@ langpack: langpack-$(AB_CD)
 # tinderbox scripts. Alter it with caution.
 
 installers-%: IS_LANGUAGE_REPACK=1
-installers-%:
-	@$(MAKE) clobber-$*
-	@$(MAKE) libs-$*
-	@$(MAKE) package-langpack-$*
-	@$(MAKE) repackage-zip-$*
-ifeq (WINNT,$(OS_ARCH))
-	@$(MAKE) package-win32-installer AB_CD=$*
-endif
+installers-%: clobber-% langpack-% repackage-win32-installer-% repackage-zip-%
 	@echo 'repackaging done'
 
 ifdef MOZ_UPDATER
@@ -201,7 +212,7 @@ l10n-check::
 	@# not being reset, overwriting the value they would get with MOZ_SIMPLE_PACKAGE_NAME
 	@# reset.
 	$(MAKE) installers-x-test L10NBASEDIR='$(PWD)' \
-	    ZIP_IN='$(ZIP_IN)' MOZ_SIMPLE_PACKAGE_NAME=
+	    ZIP_IN='$(ZIP_IN)' WIN32_INSTALLER_IN='$(WIN32_INSTALLER_IN)' MOZ_SIMPLE_PACKAGE_NAME=
 	$(PYTHON) $(topsrcdir)/toolkit/mozapps/installer/unpack.py $(DIST)/l10n-stage/$(MOZ_PKG_DIR)$(_RESPATH)
 	(cd $(DIST)/l10n-stage && test $$(cat $(MOZ_PKG_DIR)$(_RESPATH)/update.locale) = x-test)
 	@# package langpack as web extension, too, run some tests on it
diff --git a/mobile/android/locales/Makefile.in b/mobile/android/locales/Makefile.in
index 39fdf4be971de..19406aeb943ab 100644
--- a/mobile/android/locales/Makefile.in
+++ b/mobile/android/locales/Makefile.in
@@ -59,10 +59,7 @@ endif
 # builds. It is called from the tinderbox scripts. Alter it with caution.
 
 installers-%: IS_LANGUAGE_REPACK=1
-installers-%:
-	@$(MAKE) clobber-stage
-	@$(MAKE) libs-$*
-	@$(MAKE) repackage-zip-$*
+installers-%: clobber-stage repackage-zip-%
 	@echo 'repackaging done'
 
 # When we unpack fennec on MacOS X the platform.ini and application.ini are in slightly
diff --git a/toolkit/locales/l10n.mk b/toolkit/locales/l10n.mk
index fdd5245b578f8..9706b945e36e0 100644
--- a/toolkit/locales/l10n.mk
+++ b/toolkit/locales/l10n.mk
@@ -111,8 +111,22 @@ endif
 # may be overridden if necessary.
 MOZDEPTH ?= $(DEPTH)
 
+ifdef MOZ_MAKE_COMPLETE_MAR
+MAKE_COMPLETE_MAR = 1
+ifeq ($(OS_ARCH), WINNT)
+ifneq ($(MOZ_PKG_FORMAT), SFX7Z)
+MAKE_COMPLETE_MAR =
+endif
+endif
+endif
 repackage-zip: UNPACKAGE='$(ZIP_IN)'
-repackage-zip:
+repackage-zip:  libs-$(AB_CD)
+# call a hook for apps to put their uninstall helper.exe into the package
+	$(UNINSTALLER_PACKAGE_HOOK)
+# call a hook for apps to build the stub installer
+ifdef MOZ_STUB_INSTALLER
+	$(STUB_HOOK)
+endif
 	$(PYTHON) $(MOZILLA_DIR)/toolkit/mozapps/installer/l10n-repack.py $(STAGEDIST) $(DIST)/xpi-stage/locale-$(AB_CD) \
 		$(MOZ_PKG_EXTRAL10N) \
 		$(if $(filter omni,$(MOZ_PACKAGER_FORMAT)),$(if $(NON_OMNIJAR_FILES),--non-resource $(NON_OMNIJAR_FILES)))
@@ -132,9 +146,9 @@ endif
 endif
 
 	$(NSINSTALL) -D $(DIST)/l10n-stage/$(PKG_PATH)
-	(cd $(DIST)/l10n-stage; \
-	  $(MAKE_PACKAGE))
-ifdef MOZ_MAKE_COMPLETE_MAR
+	cd $(DIST)/l10n-stage; \
+	  $(MAKE_PACKAGE)
+ifdef MAKE_COMPLETE_MAR
 	$(MAKE) -C $(MOZDEPTH)/tools/update-packaging full-update AB_CD=$(AB_CD) \
 	  PACKAGE_BASE_DIR='$(ABS_DIST)/l10n-stage'
 endif
@@ -193,18 +207,13 @@ endif
 	$(RM) -rf $(REAL_LOCALE_MERGEDIR)
 	$(MOZILLA_DIR)/mach compare-locales --l10n-base $(L10NBASEDIR) --merge-dir $(REAL_LOCALE_MERGEDIR) $*
 
+langpack-%: LANGPACK_FILE=$(ABS_DIST)/$(PKG_LANGPACK_PATH)$(PKG_LANGPACK_BASENAME).xpi
+langpack-%: AB_CD=$*
+langpack-%: XPI_NAME=locale-$*
 langpack-%: IS_LANGUAGE_REPACK=1
 langpack-%: IS_LANGPACK=1
-langpack-%: AB_CD=$*
-langpack-%:
+langpack-%: libs-%
 	@echo 'Making langpack $(LANGPACK_FILE)'
-	@$(MAKE) libs-$(AB_CD)
-	@$(MAKE) package-langpack-$(AB_CD)
-
-package-langpack-%: LANGPACK_FILE=$(ABS_DIST)/$(PKG_LANGPACK_PATH)$(PKG_LANGPACK_BASENAME).xpi
-package-langpack-%: XPI_NAME=locale-$*
-package-langpack-%: AB_CD=$*
-package-langpack-%:
 	$(NSINSTALL) -D $(DIST)/$(PKG_LANGPACK_PATH)
 ifdef WEBEXT_LANGPACKS
 	$(call py_action,langpack_manifest,--locales $(AB_CD) --min-app-ver $(MOZ_APP_VERSION) --max-app-ver $(MOZ_APP_MAXVERSION) --app-name "$(MOZ_APP_DISPLAYNAME)" --defines $(NEW_APP_DEFINES) --input $(DIST)/xpi-stage/locale-$(AB_CD))
diff --git a/tools/update-packaging/Makefile.in b/tools/update-packaging/Makefile.in
index 6f0b019ac251c..2f59a18ecc6b8 100644
--- a/tools/update-packaging/Makefile.in
+++ b/tools/update-packaging/Makefile.in
@@ -28,6 +28,9 @@ full-update:: complete-patch
 ifeq ($(OS_TARGET), WINNT)
 MOZ_PKG_FORMAT	:= SFX7Z
 UNPACKAGE	= '$(subst $(DIST),$(ABS_DIST),$(INSTALLER_PACKAGE))'
+ifdef AB_CD
+UNPACKAGE	= '$(PACKAGE_BASE_DIR)/$(PACKAGE)'
+endif
 endif
 
 include $(topsrcdir)/config/rules.mk
@@ -43,13 +46,10 @@ endif
 dir-stage := $(call mkdir_deps,$(STAGE_DIR))
 
 complete-patch:: $(dir-stage)
-# unpack the windows installer, unless we're an l10n repack, we just packed this
-ifndef IS_LANGUAGE_REPACK
 ifeq ($(OS_TARGET), WINNT)
 	test -f $(UNPACKAGE)
 	$(RM) -rf '$(PACKAGE_DIR)'
 	cd $(PACKAGE_BASE_DIR) && $(INNER_UNMAKE_PACKAGE)
-endif
 endif
 	MAR=$(MAR_BIN) \
 	MOZ_PRODUCT_VERSION=$(MOZ_APP_VERSION) \