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American Bath Group: A unified platform to maintain unique brand experiences

American Bath Group integrated their digital experience platform to unify the customer experience

American Bath Group

3,600 employees




North America


Simplified diversity through integration

American Bath Group (ABG) designs and manufactures bathtubs, showers, and other fixtures for residential and commercial use. After considerable growth through acquisition, ABG needed a way to integrate their brands’ websites into a unified platform while maintaining the unique strength of each.

Their digital transformation included four key objectives: generate new revenue, increase product launch visibility, drive more leads to B2B partners, and streamline internal processes to focus on innovation. They also wanted to update a key aspect of their business—their catalogues.

The beauty of Sitecore is that it's all integrated. We don't have a big team, so it's easier for us to manage, and it's way more cost-effective. It allows us to offer a better customer experience as well.

Julie Caron
Brand and Marketing Director, American Bath Group
American Bath Group video


  • Unify digital platform for multiple channels
  • Drive more leads to B2B partners
  • Increase visibility of new product launches
  • streamline processes to focus on innovation instead of operations


  • Sitecore® Experience Platform™ (XP)
  • Sitecore Commerce (8.0)
  • Sitecore Experience Database™ (xDB)
  • Sitecore Print Experience Manager (PXM)
  • Sitecore Webform for Marketers (planned)
  • Integrations:
    • SAP Enterprise Resource Planning (ERP)


  • Integrated e-commerce platform to power nine distinct brands
  • Personalized marketing across diverse brands and audiences
  • Reduced print costs by $1M CAD/year
  • Increased operational efficiencies by 50%
  • Empowered B2B partners
Instead of flipping through a catalog of 500 products and looking at technical drawings that are already obsolete, our customers will have easy access to the most customized and accurate information in the market.
Julie Caron
Brand and Marketing Director, American Bath Group

ABG chose their brand Maax Bath, a leader in innovation and digital transformation, to lead their digital transformation. And Maax Bath partnered with Sitecore and Sid Lee to do so.

ABG’s new integrated platform provides a home for the websites of their nine brands, automates engagement, and connects their data. Maax Bath is already using the platform to personalize their customer experiences, and ABG’s other brands are learning from them as they go. The platform also provides ABG an estimated annual reduction of $1 million in print costs, and more.

Download the case study >

Gold Solution Partner

Sid Lee is a collection of 600+ makers and thinkers using the power of collaboration to create work that matters. As Sitecore’s first North American partner, Sid Lee has deep understanding of Sitecore’s offerings. Sid Lee has achieved international recognition by designing experiences rooted in people’s cultures and everyday lives.

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