Choose Project
Overview
A program of transformation: Digital foundations for a multi-brand manufacturing leader
Lippert
How Lippert is modernizing its digital ecosystem through a multi-year partnership with Vaimo spanning content, commerce, B2B, brand, and platform strategy.
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.
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.
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.
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
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.
