Carhartt
WIP
Scaling a global commerce platform
A long-term partnership to help a global icon scale their tech and keep their digital storefront future-ready.
Live siteThe client
Carhartt WIP is a global fashion and lifestyle brand operating a modern, composable ecommerce ecosystem, serving customers across international markets.
The challenge
As they grew globally, Carhartt WIP needed a way to scale their tech without losing stability. They were looking for a partner to help manage their complex systems, build a solid long-term roadmap, and make sure their platform was future-ready.
What we did
Vaimo embedded dedicated teams into Carhartt WIP’s organization, providing ongoing engineering, QA, PIM, and DevOps support to scale, stabilize, and continuously evolve the platform.
This is what we came up with.
We worked with Carhartt WIP to bring the very best experience for their customers.
An experience to remember.
Customers can browse Carhartt WIP products with ease.
Key focus areas
Platform evolution & scalability
Ongoing development and architectural improvements ensured the platform remained stable, flexible, and ready to support continued global growth.
Frontend modernization
A transition from a legacy frontend to a modern web application improved performance, usability, and conversion.
Content & marketing ecosystem
CMS solutions were unified and marketing tooling streamlined, creating a more consistent and manageable content experience across channels.
Product data & integrations
Complex product data and workflows were supported through Akeneo PIM and YPLM integrations, alongside B2B connections with Adobe Commerce.
Quality assurance & DevOps
Robust QA processes, including test automation and mobile testing, combined with DevOps support ensured reliability, performance, and continuous improvement.
Consulting & roadmap development
Vaimo supported long-term planning, tooling decisions, and market expansion. including analysis of ecommerce requirements for the US market.
Strategic highlights
The collaboration
Starting in 2022, Vaimo engineers joined Carhartt WIP’s internal teams to support the commercetools-based platform. What began as development support quickly grew into a long-term partnership, with dedicated teams working across daily operations and strategic initiatives.
The solution
Together, the teams defined and executed a multi-year technology roadmap—modernising the frontend, streamlining content and marketing tools, and preparing the platform for future mobile and omnichannel growth.
The relaunch
In 2025, Carhartt WIP launched a new B2C frontend as part of the joint roadmap, delivering a faster, more responsive experience with improved navigation and user flows across all devices.
Looking ahead
With a strong foundation in place, Carhartt WIP is well-positioned to continue expanding its ecommerce ecosystem, with a focus on mobile, omnichannel, and future growth initiatives.