GROHE A luxurious consumer-like B2B commerce platform on Shopify Plus
- IM Digital x Grohe
GROHE selected IM Digital to reimagine their North American digital presence. Years of technical debt had accumulated to the point of stymying digital innovation. While their platform was entirely functional and driving substantial revenues globally, the digital positioning and online experience for customers did not match the level of luxury as their products. As the National leader in luxury kitchen and bath technology, our objective was to transform a rigid product database into an immersive discovery hub capable of serving high-end buyers and design professionals through a single unified architecture.
Services
- Commerce Strategy
- Experience Design
- Commerce Engineering
- Data and Analytics
- TotalCare
Commerce Solutions
- Relay
Partners
- Shopify
- Google Cloud
- Vertex AI
- Klaviyo
Our Approach
GROHE needed a digital aesthetic matching their luxury positioning in the water technology market. The existing site relied on basic templates failing to convey the emotional resonance of their premium fittings while forcing architects and everyday shoppers into the same rigid buying journey
Transforming a basic product database into an inspiring destination for multi-stage discovery and complex project building
Solving disjointed pathways to serve the distinct needs of showroom associates and direct buyers simultaneously
Replacing text-heavy specification pages with immersive product storytelling and intelligent search capabilities
Our Solution
Our Experience Design and Engineering teams overhauled the digital presence to prioritize mood, aspiration, and functional clarity. We created a component-driven design system on Shopify Plus giving the internal team the ability to balance rich storytelling with seamless commerce.
To solve complex catalog discovery, we integrated Google Vertex AI infrastructure into the search architecture. This intelligent search predicts user intent and displays relevant product imagery instantly before a user ever reaches a results page. We engineered sophisticated tools specifically for design professionals.
We built a custom curation feature allowing architects to save specific fixtures into distinct client folders directly from the product page. We also introduced dynamic cross-selling components enabling users to buy entire coordinated collections with a single click. To elevate their ultra-premium GROHE SPA line, we applied specific typographic tokens and native Shopify Metaobjects to weave the premium collection naturally into the core buyer journey.
project summary
The redesigned digital experience positions GROHE as the definitive luxury water technology brand in North America. Shoppers and trade professionals now explore complex catalogs using AI search infrastructure and intuitive curation tools resulting in a significantly improved discovery process.
Our partnership continues through an ongoing TotalCare engagement. We provide continuous technical management, UX refinement, and strategic direction to ensure the platform scales alongside their premium product innovations.
