Case Study: Carhartt WIP cuts operating costs and unifies content-commerce with commercetools

Carhartt WIP - Customer Case Study

Carhartt WIP, the urban fashion label with ~€100m in annual sales and more than 40 own stores, needed to merge its brand website and web shop and replace an expensive on‑premise commerce stack with a flexible, scalable cloud solution. To achieve a unified content‑commerce experience and support international growth and omnichannel plans, Carhartt WIP worked with commercetools and adopted commercetools’ API‑based cloud platform (E‑Commerce and PIM modules).

commercetools delivered an API‑first cloud commerce platform integrated with Hippo CMS and multiple third‑party systems, enabling a content‑first frontend, responsive design and features like multi‑select filters, infinite scrolling and Quick Shop. The commercetools implementation cut licensing and operating costs versus the old on‑premise setup and, within months of the June 2016 relaunch, drove substantially longer average visitor session times and a smoother omnichannel shopping experience.

Carhartt WIP