Launching a dedicated brand experience for Furrion while connecting to Lippert’s scalable digital foundation.
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.
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.
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.
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
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
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
PJ Utsi, Co-Founder & Chief Creative Officer at Vaimo
PJ Utsi is co-founder and responsible for driving the company’s commercial strategy and growth.
