The Challenge
Four Household Brands, Four Aging Sites, One Fragmented Digital Estate
Few companies live in more homes than Dorel Juvenile. Its portfolio — Maxi-Cosi, Safety 1st, Tiny Love, and Cosco Kids — spans car seats, strollers, and all the essentials of early parenthood. For decades, Dorel’s products have been sold through the world’s largest retailers.
Parents know these brands. They trust them with their children. What they couldn’t yet do was experience them properly online. Dorel’s direct-to-consumer presence had grown up brand by brand, site by site, each on its own aging platform. By the time Dorel came to Anatta, the fragmentation was costing more than it returned:
- The digital estate had multiplied faster than it matured. Four brands ran on separate legacy and Magento-based sites, which meant four codebases to maintain, four sets of overhead, and duplicated effort behind every update.
- The infrastructure was cracking. Dorel’s flagship site often failed to load, making the storefront unreliable as a revenue channel.
- Every brand carried real equity, and real SEO stakes. Years of authority and backlinks lived on the existing sites. A major modernization project could not sacrifice what was already built.
- The requirements crossed brands and borders. Dorel needed a unified foundation with a shared cart across its portfolio, functioning in both the US and Canada — a level of cross-brand complexity its legacy platforms couldn’t support.
Dorel Juvenile’s mandate was consolidation: fewer sites to maintain, less duplicated work, and one modern foundation under the portfolio. The challenge was executing it.
