Case Study: Rich Brilliant Willing achieves on-the-fly configurable e-commerce for 75,000+ product variations with Sanity

Endlessly configurable lights powered by APIs & microservices

Rich Brilliant Willing(RBW), an award‑winning Brooklyn‑based lighting design and manufacturing B‑corp, needed to bring complex product design into the hands of B2B customers. Faced with more than 75,000 SKU combinations and a JAMstack site with 100,000 pages, RBW partnered with Engine Digital and chose Sanity’s structured content platform (product data store, page builder and integration layer) to support extreme product variation and a highly configurable e‑commerce experience.

Sanity handled RBW’s content, product attributes and uptime without requiring ops work, enabling on‑the‑fly e‑commerce products built from customer‑generated part combinations and real‑time shopping via integrations like Snipcart. Using Sanity, RBW automated Netsuite onboarding and on‑demand PDF spec sheets, preprocessed product data with middleware to cut build times, and delivered a configurable catalog of 75,000+ SKUs across 100,000 site pages — all while letting the team focus on creative product combinations instead of maintaining unique records.

Rich Brilliant Willing(RBW)

Joe Prisk

Frontend Engineer