From fragmentation to focus: building a scalable, customer-first platform to unify brands, categories, and journeys.
Lippert is a global leader in manufacturing and innovation across RV, marine, rail, automotive, housing, and other industries. With more than 10,000 employees and over 50 brands, Lippert serves a diverse mix of customers—from everyday consumers and DIYers to OEMs, installers, and large resellers.In the digital space, Lippert had historically maintained dozens of microsites and brand sites, many of which had grown organically or through acquisition. But Lippert.com, the main B2C destination, had not kept pace with modern expectations—and no longer reflected the scale or sophistication of the company’s offering.
Lippert needed to transform its primary digital property—Lippert.com—into a scalable, multi-audience experience that could serve as the “digital mothership” for the entire ecosystem. This meant creating a site that could:
Serve B2C customers across multiple product categories
Act as a hub for discovery, service, content, and support
Link into dealer, OEM, and corporate experiences
Scale to accommodate future acquisitions and brands
Share architecture with other key platforms, such as the B2B portal and warranty services
Critically, this needed to align with Lippert’s Global Website Strategy, which prioritized consolidation, reduced technical debt, and faster time-to-market for future brands.
Vaimo partnered with Lippert to lead the strategy, design, and full technical implementation of the new Lippert.com—a modern B2C commerce and content experience built for scale.The platform would need to support both commerce and non-commerce functionality, work across mobile and desktop, and eventually tie into Lippert’s future OMS, warranty system, and global CRM. It also needed to be built in a way that enabled Lippert’s own teams to manage content and expand offerings efficiently.
A fully replatformed and redesigned Lippert.com, launched in 2024
Built on Adobe Commerce with a custom Hyvä frontend for performance and flexibility
Unified UX/UI across brands, categories, and customer journeys
Modular design system shared across other workstreams
Shared commerce architecture with B2B and future warranty platforms
Flexible foundation for future integrations (OMS, Algolia, Contentful)
This B2C platform is a direct output of Lippert’s Global Website Strategy. It supports key strategic goals:
Consolidate fragmented brand sites and storefronts
Improve customer experience and digital brand expression
Enable shared technical and design infrastructure across teams
Lay the groundwork for future ecommerce scale and acquisition onboarding
Support international rollout and localized content over time
Lippert.com is now positioned as the central digital destination for the Lippert brand, serving consumers while linking into the broader ecosystem of brand, B2B, and corporate sites.
Strategy, UX, UI & Implementation: Vaimo
Client Stakeholders: Lippert Digital, Aftermarket, Product, Marketing, Customer Care
Platform: Adobe Commerce with Hyvä frontend
In Progress / Future Stack: Algolia (search), Contentful (CMS), Manhattan OMS
PJ Utsi, Co-Founder & Chief Creative Officer at Vaimo
PJ Utsi is co-founder and responsible for driving the company’s commercial strategy and growth.
