A program of transformation: Digital foundations for a multi-brand manufacturing leader
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Overview
A program of transformation: Digital foundations for a multi-brand manufacturing leader
How Lippert is modernizing its digital ecosystem through a multi-year partnership with Vaimo spanning content, commerce, B2B, brand, and platform strategy.
Overview
Lippert is a global manufacturing company with over 10,000 team members, more than 140 facilities worldwide, and a growing portfolio of 50+ brands. Serving OEMs, dealers, distributors, and direct consumers across industries like RV, marine, automotive, and housing, Lippert is a complex and diversified business—with equally complex digital needs.
In recent years, Lippert has pursued an ambitious digital strategy to simplify, modernize, and scale its ecosystem. From fragmented legacy sites and siloed platforms, Lippert’s vision is to create a unified, scalable experience for all customer types—while supporting business growth, acquisition onboarding, and operational efficiency.
A program, not a project
Vaimo’s collaboration with Lippert is not a single implementation or one-off engagement—it’s a strategic digital transformation program that spans across multiple business units, technologies, and workstreams. Our work together involves close alignment between digital, marketing, product, aftermarket, and IT teams—delivered in agile phases over multiple years.
This is exactly the type of partnership where Vaimo delivers the most value: a long-term relationship that activates all four of our core disciplines:
- Digital Commerce
- Content Management
- Data & Platform Strategy
- Insights & Optimization
The Lippert program is a model for how global, multi-brand manufacturers can modernize and unify their digital experience—without compromising the needs of distinct business units or customer groups.
Key workstreams
We helped Lippert define a scalable brand architecture that reflects how customers actually think and shop—while enabling faster onboarding of new acquisitions. This hybrid model determines when a brand should have its own site versus when it should live under Lippert.com. It also guides long-term consolidation of 50+ brand websites and reduces platform sprawl.
Lippert.com was replatformed from the ground up using Adobe Commerce and Hyvä to serve as the company’s primary B2C destination. The new site delivers improved UX, faster performance, and a shared architecture with Lippert’s other platforms, setting the foundation for global rollout and direct-to-consumer growth.
We led the experience design and implementation of business.lippert.com—a personalized portal for dealers with commerce, self-service, order tracking, and integrated support tools. This initiative is part of Lippert’s Dealer Digital Experience Program and supports business goals like call deflection, reduced cost-to-serve, and ease of doing business.
We created a new corporate site (corporate.lippert.com) to better reflect Lippert’s capabilities, culture, and scale. Built with Nuxt.js and Contentful, it supports international expansion, storytelling, and OEM lead generation—while giving internal teams full publishing control.
Furrion is one of Lippert’s premium “hero” brands. We launched a dedicated Shopify Plus experience that allows for visual storytelling, fast commerce, and flexible content—while maintaining architectural alignment with Lippert’s core platforms.
Strategic impact
Together, these initiatives support the core pillars of Lippert’s Global Website Strategy:
- Consolidation – Reducing the number of standalone brand websites and systems
- Customer Centricity – Designing experiences around customer roles and needs, not org charts
- Scalability – Creating repeatable models for future brands, geographies, and business units
- Efficiency – Minimizing platform complexity and reducing time-to-market
- Governance – Empowering internal teams while preserving global standards
Why this matters for Vaimo
The Lippert program exemplifies our vision: to be the most effective partner at the intersection of commerce, content, data, and experience. It activates all our service offerings:
- Consulting & Platform Strategy – Strategic foundations for brand consolidation and platform choice
- Experience Design – UX/UI for B2C, B2B, and brand-specific needs
- Solution Development – Implementation across Adobe Commerce, Shopify, Nuxt.js, and more
- Content & Data Management – Enabling modular, reusable content via Contentful
- Optimization – Supporting roadmaps, analytics, and future experimentation
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].
Strategy
Solving the multi-brand puzzle: Building a scalable strategy for growth
How we helped Lippert clarify, consolidate, and future-proof its brand and site portfolio, paving the way for global rollout and post-acquisition integration.
Overview
Lippert is a $3B+ global manufacturing company serving OEMs, dealers, and consumers across industries like RV, marine, automotive, rail, and housing. Its brand portfolio includes 50+ owned brands, ranging from product-specific marques to lifestyle brands and international subsidiaries.
With rapid growth, both organic and through acquisitions, Lippert faced a familiar challenge: a fragmented digital presence. The company maintained dozens of websites, many on legacy platforms, and the brand architecture had become difficult to navigate—for both internal teams and end users.
The challenge
Lippert’s internal teams had a strong intuition that consolidation was needed, but the path forward was unclear. Should all brands live under Lippert.com? Which brands were truly consumer-facing versus dealer- or OEM-oriented? And how should the digital roadmap accommodate future acquisitions?
The brand architecture didn’t reflect how customers think or shop. Internally, there was also platform sprawl and technical debt as a result of one-off brand websites launched over time using different stacks.
There was a clear need for an objective, customer-informed, and scalable brand strategy, one that could support Lippert’s vision of digital leadership while also reducing complexity and cost.
Our role
Vaimo led a dedicated Brand Strategy Discovery track to define the digital role of Lippert and its brand portfolio.
Working closely with Lippert’s digital, marketing, and business leadership, we evaluated current sites, platforms, audiences, and performance.
Our mission: deliver a customer-first brand architecture and digital roadmap that aligns with Lippert’s business goals and provides a repeatable model for future brand decisions.
Key outcomes
- A hybrid brand architecture model tailored to Lippert’s business
- Strategic criteria for when a brand needs its own site versus integration
- Consolidation roadmap for legacy brand websites
- Clear content and commerce roles for Lippert.com vs. brand sites
- Strategic direction for future acquisitions and onboarding
- Tech stack rationalization strategy to reduce platform sprawl and maintenance burden
Strategic Highlights
We evaluated 50+ brands using internal data, site analytics, SEO performance, and user behavior. Rather than organizing around product lines or org charts, we mapped brands to customer perception, market role, and their digital importance.
Instead of enforcing a one-size-fits-all model, we recommended a hybrid approach:
- Hero brands like Furrion, CURT, Taylor Made, and Ranch Hand retain standalone sites
- Specialist brands are integrated under Lippert.com
- B2B / OEM-facing brands are represented via Lippert’s corporate or dealer experiences
This model balances customer clarity, platform efficiency, and brand equity.
We helped define a strategic framework to guide how new acquisitions should be evaluated, prioritized, and digitally integrated. This includes criteria around user need, platform fit, and brand investment level, making Lippert’s future growth more scalable and consistent.
We outlined a phased roadmap to reduce the number of standalone brand websites, identify overlapping content, and migrate critical commerce and content flows into Lippert.com using Adobe Commerce and Contentful.
Lippert’s brand ecosystem had grown organically, resulting in a diverse mix of CMS and ecommerce platforms. We evaluated the full landscape and recommended a rationalization strategy to reduce technical debt, consolidate workflows, and lower total cost of ownership.
Strategic alignment with Lippert’s vision
This brand strategy work aligns directly with the Global Website Strategy’s goals to:
- Consolidate 50+ sites into a scalable and flexible ecosystem
- Enable faster time-to-market for acquisitions and product launches
- Deliver a clearer, more intuitive experience for all customer types
- Reduce the complexity of managing platforms and teams
- Establish Lippert.com as the central digital hub for the business
Partners & credits
- Strategy & Facilitation: Vaimo
- Client Stakeholders: Lippert Digital, Marketing, M&A, Brand Teams
- Outputs:
- Brand architecture model
- Consolidation roadmap
- Acquisition onboarding framework
- Platform rationalization plan
- Strategic playbook for brand site governance
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].
B2C experience
The digital mothership: Reimagining Lippert.com for the next era of growth
From fragmentation to focus: building a scalable, customer-first platform to unify brands, categories, and journeys.
Overview
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.
The challenge
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.
Our role
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.
Key outcomes
- 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)
Strategic highlights
Previously siloed shopping flows and brand microsites were consolidated into a single storefront. Customers can now browse and purchase products across RV, marine, towing, and aftermarket categories in a seamless experience—with shared cart, wishlists, and account access.
The site was designed using a modular UI framework that allows future product types, brands, or layouts to be introduced with minimal development—accelerating time-to-market and simplifying site governance.
With Hyvä as the frontend framework, the site delivers extremely fast load times and strong Core Web Vitals performance—critical for SEO and mobile conversions.
We implemented structured navigation by product category and use case, and began planning for future integration of Algolia to power intelligent, personalized search experiences.
Lippert.com shares infrastructure with the dealer portal and future B2B tools, enabling consistent data models, component reusability, and reduced duplication of effort. The platform is ready for future OMS integration (Manhattan), product feed improvements, and inventory sync.
Strategic alignment with Lippert’s vision
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.
Partners & credits
- 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
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].
B2B platform
Modernizing the dealer experience – A unified B2B platform for growth
Bringing self-service, ecommerce, and support into one seamless, scalable environment.
Overview
Lippert is a global manufacturer operating across 140+ facilities with over 10,000 employees. Their product portfolio spans 50+ brands and serves industries including RV, marine, housing, automotive, and rail. One of Lippert’s most critical customer groups is its network of over 2,200 dealers — a mix of OEMs, installers, and aftermarket partners who rely on Lippert for parts, warranty support, and service.
This customer segment represents a major share of Lippert’s revenue — and a prime opportunity for digital transformation.
The challenge
Lippert’s dealer-facing experience had been split across multiple disconnected systems: a legacy storefront, a separate support portal, email-driven warranty workflows, and multiple login processes. This fragmentation created friction for dealers when placing repeat orders, tracking cases, or managing invoices — slowing down their business and increasing the strain on Lippert’s internal teams.
With dealers operating on thin margins and tight schedules, every wasted minute directly impacts their bottom line. The goal was clear: make it dramatically easier to do business with Lippert by consolidating functionality into one streamlined platform, improving speed and transparency for dealers, and reducing the cost-to-serve through self-service and automation.
Our role
Vaimo partnered with Lippert to design and implement Phase 1 of the new Dealer Digital Experience, delivering the new Business.Lippert.com platform as the central gateway for dealers.
Collaborating with stakeholders across marketing, customer care, eCommerce, supply chain, and IT, we:
- Defined the solution architecture and user experience.
- Led UX/UI design, ensuring the interface reflected real dealer workflows.
- Built the core commerce, account, and support functionality.
Phase 1 lays the groundwork for future enhancements including warranty automation, VIN-based parts lookup, advanced quoting tools, and AI-powered search.
Key outcomes
- One modern entry point — Business.Lippert.com now serves as the unified dealer portal.
- Personalized Dealer Dashboard — central access to orders, invoices, warranties, and promotions.
- Faster ordering workflows — quick-order tools, customizable parts lists, and improved checkout.
- Transparency by default — real-time stock, pricing, and delivery estimates.
- Platform built for expansion — designed to support Lippert’s future dealer-focused initiatives.
Strategic highlights & features
A central control center for every dealer — providing instant access to order history, claim status, delivery tracking, invoices, and dealer-only promotions and marketing resources directly in the workflow, without the need to dig through emails.
Streamlined quick-order tools and customizable parts lists allow dealers to place complex orders in minutes. 30-minute “soft” product reservations and estimated delivery windows add further convenience.
AI-powered search, advanced filtering, and improved navigation make it easy to find the right parts — whether for RV, marine, or aftermarket needs.
Transparent availability and delivery timelines eliminate guesswork and reduce the risk of surprise backorders.
Seamless integration with Lippert’s dealer portal and Salesforce tools gives authenticated users direct access to case submission, warranty claims, and shipment documents without leaving the platform.
Architecture supports planned integrations with Manhattan OMS, Salesforce CRM, and Contentful CMS, and will enable rollout of future features like VIN-based part lookup and expanded AI capabilities.
Strategic alignment with Lippert’s vision
The Dealer Digital Experience is a core pillar of Lippert’s broader transformation strategy:
- Make it easier to do business with Lippert.
- Modernize the dealer experience with intuitive, digital-first tools.
- Reduce operational costs through self-service and automation.
- Enable rapid integration of future acquisitions into the dealer ecosystem.
This initiative directly supports Lippert’s global website consolidation and long-term digital transformation roadmap.
Partners & credits
- Strategy, UX & Implementation: Vaimo
- Client Stakeholders: Lippert Digital, Marketing, Supply Chain, Customer Support, Aftermarket
- Partner: Kenway Consulting (Salesforce integration & warranty UX)
- Tech Stack: Adobe Commerce, Hyvä, Salesforce, Manhattan OMS (in progress)
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].
Corporate site
A Digital Flagship for OEMs and global partners
Positioning Lippert’s full scale, innovation, and expertise through a modern, headless corporate website.
Overview
Lippert is a global manufacturing leader operating across the RV, marine, automotive, rail, and housing sectors. While much of Lippert’s brand is known in the aftermarket space, its business with OEMs and commercial clients represents a major share of its revenue—and a cornerstone of its long-term growth strategy.
As Lippert expanded internationally and continued acquiring companies across categories and geographies, it became clear that the corporate website no longer reflected the scale or sophistication of the business. Inconsistent design, outdated content, and a fragmented site structure made it difficult for partners to understand what Lippert does—and why they should work with them.
The challenge
The brief was clear: Create a modern corporate site that reflects Lippert’s capabilities, culture, and global footprint. The site needed to serve OEMs, B2B buyers, prospective partners, and investors—while also reinforcing Lippert’s purpose-driven mission and innovation agenda.
Unlike Lippert.com (focused on commerce), the corporate site needed to be editorial in nature, optimized for search and storytelling, and easy for internal teams to update.
Lippert also wanted a fast, flexible, and future-ready platform that could scale to multiple regions and business units—supporting content localization and modular storytelling.
Our role
Vaimo led the strategy, UX design, and technical implementation of the new corporate.lippert.com—a digital flagship designed to inspire trust, drive inbound interest, and support the company’s B2B growth goals.
Built as a headless frontend using Nuxt.js and Contentful CMS, the site enables Lippert to create dynamic, on-brand content with flexibility and speed—without relying on developers for every update.
Key outcomes
- A fully reimagined corporate.lippert.com site for B2B, OEM, and investor audiences
- Built on a modern headless stack: Nuxt.js frontend + Contentful CMS
- Clear user journeys for OEMs, career seekers, partners, and media
- Optimized for international rollout, modular content, and regional teams
- Content infrastructure aligned with Lippert’s future platform strategy
- Launch completed in parallel with other Lippert.com workstreams
Strategic highlights & features
The new structure allows OEM visitors to easily explore Lippert’s capabilities by product category, market segment, and region. Clear CTAs guide visitors to contact sales, request meetings, or learn about Lippert’s R&D and supply chain strength.
Content modules were designed for reuse and reordering—enabling the Lippert team to create campaign pages, regional hubs, or market-specific content without rebuilding layouts.
Site structure and tagging are designed to support future implementation of Algolia for intelligent internal search and cross-linking to content on Lippert.com and Business.Lippert.com.
Nuxt.js enables lightning-fast load times and excellent Core Web Vitals scores, crucial for discoverability and usability—especially for international users.
Contentful provides a modern CMS experience for Lippert’s marketing team, with preview functionality, flexible scheduling, and localization support.
Strategic alignment with Lippert’s vision
This corporate site directly supports Lippert’s strategic priorities around:
- Global OEM growth and brand visibility
- Attracting strategic partners and showcasing innovation
- Differentiating the Lippert brand in a competitive market
- Supporting international expansion and content localization
- Reducing reliance on developer teams for content publishing
The site is a core part of Lippert’s broader digital ecosystem, linked through strategy, design, and shared data architecture with the B2C and Dealer platforms.
Partners & credits
- Strategy, UX & Implementation: Vaimo
- Client Stakeholders: Lippert Marketing, OEM Sales, Global Expansion Team
- Platform: Nuxt.js frontend with Contentful CMS backend
- Future Stack: Connected search via Algolia, regionalization rollout via Contentful locales
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].
Furrion brand site
Autonomy within the ecosystem — Powering a premium brand on Shopify Plus
Launching a dedicated brand experience for Furrion while connecting to Lippert’s scalable digital foundation.
Overview
Furrion is one of Lippert’s most high-profile brands—known for its innovation in RV electronics, appliances, and energy solutions. Built on premium positioning, immersive design, and a lifestyle-driven identity, Furrion serves both OEM and direct-to-consumer markets.
As part of Lippert’s broader brand portfolio, Furrion stood out as a “hero brand”—one that warranted a distinct digital presence. But its legacy site no longer reflected the brand’s premium status, and the technical underpinnings didn’t align with Lippert’s long-term platform direction.
The challenge
Furrion needed a dedicated digital experience that could bring its products, content, and brand storytelling to life—while also aligning with Lippert’s global digital roadmap. This meant:
- Giving the Furrion team control over brand storytelling, design, and user experience
- Maintaining a modern, scalable ecommerce foundation
- Ensuring product and customer data could be shared across Lippert’s systems
- Avoiding isolated tech stacks that would increase cost and complexity
The project was also a litmus test for Lippert’s new hybrid brand strategy—determining when and how a brand should stand alone digitally.
Our role
Vaimo led the full design and implementation of the new Furrion.com on Shopify Plus. The goal was to deliver a fast, immersive, and on-brand experience with a lightweight tech footprint—while maintaining consistency in product taxonomy, data structure, and analytics across the broader Lippert ecosystem.
We worked closely with Furrion’s brand and marketing team to bring their visual language to life, while coordinating with Lippert’s central platform team to ensure long-term technical maintainability.
Key outcomes
- Launch of a new Furrion.com site on Shopify Plus
- Fully branded UX/UI designed to support immersive content and visual storytelling
- Shared product catalog and taxonomy structure with Lippert.com
- Platform and codebase aligned with Lippert’s digital governance model
- Connected tracking and analytics model for full-funnel visibility
Strategic highlights & features
Furrion.com was designed with a focus on aesthetics, speed, and product discovery. Modular content blocks, large lifestyle imagery, and storytelling elements give the brand a stage to express itself—while keeping commerce flows frictionless.
We selected Shopify Plus as the platform to ensure fast implementation, scalability, and ease of use for the Furrion marketing team—without the overhead of a heavy composable stack.
Furrion served as a reference project for how other hero brands in the Lippert portfolio might be launched—balancing design freedom with technical efficiency.
Strategic alignment with Lippert’s vision
Furrion.com exemplifies the hybrid brand strategy defined in Lippert’s Global Website Strategy:
- Some brands warrant standalone sites due to market role, brand equity, or audience expectations
- These sites must still connect to shared platforms and processes
- Autonomy does not mean isolation—it means alignment without uniformity
This project also contributed to Lippert’s goals of:
- Increasing direct-to-consumer revenue through brand-led ecommerce
- Reducing technical debt across brand sites
- Establishing repeatable patterns for future acquisitions and hero brand launches
Partners & credits
- Strategy, UX & Shopify Implementation: Vaimo
- Client Stakeholders: Furrion Brand & Marketing Team, Lippert Digital
- Platform: Shopify Plus
- Shared Infrastructure: Product taxonomy, Google Tag Manager setup, analytics tracking
Let’s get in touch
Reach out to PJ Utsi, Co-Founder & Chief Creative Officer, directly at [email protected].