Brondell Powers the Future of Wellness with BigCommerce
Discover how customisable, cost-effective and reliable BigCommerce is and why we built it that way.
- Featured
B2B Edition
Advanced B2B features for enterprise plans.Catalyst
NewCreate stunning, high-performing storefronts that captivate and convert.Feedonomics
Omnichannel feed and data transformation.Multi-Storefront
Manage multiple unique stores from one account.International
Grow your brand across the globe.
- Launch Services
Overview
Chart your path to success with specialised services.Implementation Project Management
Experts to ensure you launch on time and under budget.Solution Architecture
Seasoned advisors to help you best design your store.Data Migration & Optimisation
Expertise on a clean and clear path to migrating your data.Enterprise Launch Package
Personal training on how to set up and launch your BigCommerce Store.
Professional Services Blog Series
Get to know our teams and how they support your success in this Q&A series.
The Global B2B Buyer Behavior Report
This in-depth report provides actionable strategies to help you sell more online.
30%
increase in revenue
30%
increase in orders
20%
increase in organic traffic
Elevating everyday routines through innovation
Brondell is transforming everyday routines into healthier, more sustainable experiences with its award-winning wellness solutions. Known for industry-leading engineering in bidets, air purifiers, water filtration systems, and showers, the brand delivers innovation to both homes and high-traffic commercial spaces. Despite its strong retail footprint in major chains like Home Depot, Lowe’s, Costco, and Walmart, Brondell’s growth potential online was limited by an outdated ecommerce platform.
In 2021, Jolie Nguyen joined Brondell as Head of Digital Marketing, bringing fresh insight and a clear vision: modernise the digital experience, streamline operations, and accelerate online growth.
To efficiently scale the business, Jolie chose BigCommerce, providing her lean team with powerful ecommerce tools designed to simplify workflows, boost SEO performance, and position Brondell for continued success, even in challenging market conditions.
CHALLENGE
Limited by an outdated, inefficient platform.
When Jolie joined Brondell, she quickly discovered the brand’s ecommerce operations struggled under Magento 1.
“Brondell hired me to bring their web presence up to the modern digital age,” shared Jolie. “We were on Magento 1 Open Source, which is really antiquated.”
Brondell’s Magento setup relied heavily on developer involvement to make content changes, which limited the digital team’s ability to pivot quickly and drive the business forward. “It was mostly hard-coded, and every time you made a change, you had to go back to the development team,” explained Jolie.
Recognising the need for change, Jolie evaluated several ecommerce solutions, including Shopify. While Brondell had experience with Shopify, Jolie identified critical SEO limitations that made it unsuitable for the brand’s growth strategy.
“There were some custom SEO URL limitations with Shopify that just didn’t align with our growth goals,” said Jolie.
Brondell needed a flexible platform that simplified operations, supported ambitious SEO goals, and allowed efficient scaling without heavy reliance on developers. Thankfully, she found BigCommerce.
“There were some custom SEO URL limitations with Shopify that just didn’t align with our growth goals.”
JOLIE NGUYEN, HEAD OF DIGITAL MARKETING, BRONDELL
SOLUTION
Simplifying operations with a user-friendly platform.
When Jolie set out to modernise Brondell’s digital presence, she prioritised a platform that would simplify day-to-day operations, support scalability, and empower her lean team. BigCommerce delivered on all fronts, offering built-in tools that made it easy to manage content, update pages, and reduce reliance on developers.
To ensure a seamless migration and build a modern digital foundation, Jolie partnered with Netalico, Brondell’s longtime development agency. Netalico led the replatforming process, translating Brondell’s goals into technical execution, managing the BigCommerce implementation, and building flexible workflows that empowered the internal team.
“They have been amazing partners, and they really cater to their clients,” shared Jolie.
“From the start, our goal was to take the technical heavy lifting off Brondell’s plate so they could focus on growing the brand,” said Mark Lewis, CEO and Founder of Netalico. “BigCommerce allows Brondell to be hands-on in the areas they want and hands-off in areas we can take care of. It's all about the long-term vision.”
At the same time, Brondell was undergoing a full company rebrand, reimagining everything from site visuals to brand messaging to better reflect its position as a premium wellness brand. With BigCommerce’s ease of use and flexibility, Jolie and her team quickly rolled out the new look and feel across the entire website without compromising speed or functionality.
“We completely overhauled our look and feel, and tailored our messaging with our core audience. It’s now more aligned to what customers expect from Brondell, which is a premium luxury brand,” said Jolie.
Driving sustainable growth with powerful SEO capabilities.
A primary goal for Jolie and her team was to maximise Brondell’s SEO potential. Unlike previous platform experiences, BigCommerce delivered strong built-in SEO capabilities, allowing Brondell to significantly increase organic visibility and drive targeted traffic without extensive customisation.
“SEO was a top priority in our strategic plan. Who doesn't like free traffic, right?” shared Jolie. “We chose BigCommerce partially because it aligns with our SEO strategy.”
The flexibility of BigCommerce’s SEO functionality allowed Brondell to address critical shortcomings that had previously limited growth. The platform enabled custom URL structures and provided intuitive tools to streamline SEO management, directly aligning with Brondell’s digital marketing strategy.
In the first year after migration, Brondell saw immediate benefits, achieving substantial growth in organic visibility, traffic, and revenue, despite challenging market conditions.
Maximising value with flexible integrations and native features.
With BigCommerce’s robust built-in features and expansive app marketplace, Jolie and her team extended site functionality without overcomplicating their tech stack. They focused on solutions that enhanced both backend efficiency and the customer experience.
“Shopify is kind of like LEGO building blocks — you can build your own structure, but you have to manage each and every app partner. With BigCommerce, more is included, which reduces our partner matrix and we can always add additional app partners where needed,” said Jolie.
To improve onsite search, Brondell integrated AI-powered Aidaptive. The team has seen a 173% increase in search revenue, 94% increase in search conversion rate, and 63% lift in revenue per visitor since implementing and A/B testing the solution.
For seamless tax calculation at checkout, the team added Avalara AvaTax, reducing customer friction and backend complexity.
Brondell also began migrating to BigCommerce’s upgraded Page Builder to streamline content updates and support ADA compliance.
“BigCommerce recently improved their native Page Builder capabilities, and we’re migrating to BigCommerce Page Builder where possible to support our ADA initiatives,” said Jolie.
By pairing native tools with select integrations, Brondell created a digital experience that’s flexible, scalable, and built for growth.
“BigCommerce allows Brondell to be hands-on in the areas they want and hands-off in areas we can take care of. It's all about the long-term vision.”
MARK LEWIS, CEO AND FOUNDER, NETALICO
“Shopify is kind of like LEGO building blocks — you can build your own structure, but you have to manage each and every app partner. With BigCommerce, more is included, which reduces our partner matrix and we can always add additional app partners where needed.”
JOLIE NGUYEN, HEAD OF DIGITAL MARKETING, BRONDELL
RESULTS
Rapid growth and efficient operations.
With Netalico guiding the technical execution and BigCommerce migration strategy, Brondell experienced consistent growth across key ecommerce metrics.
“We saw a 30% increase in both revenue and orders, even during a tough economic cycle. We also saw a 9% increase in ecommerce conversion rate,” remarked Jolie.
The new BigCommerce build, paired with Netalico’s expert implementation, helped transform Brondell’s digital vision into measurable results. From a smoother shopping experience to streamlined backend workflows, the foundation is now set for continued growth.
One standout area of growth has been SEO, where Jolie and her team’s targeted efforts continue to deliver impressive gains.
“Organic traffic continued to climb another 20% compared to the year prior, which was amazing,” explained Jolie.
By aligning a modern ecommerce platform with a refined digital strategy, Brondell set the stage for long-term success.
“BigCommerce allows us to be successful because it's fairly simple to learn despite its robust features, allowing even entry level staff to ramp up fairly quickly. We're happy with our choice. Even in a tough economic climate, we have been able to deliver positive KPIs across the board through this platform,” she added.
“BigCommerce allows us to be successful because it's fairly simple to learn despite its robust features, allowing even entry level staff to ramp up fairly quickly. We're happy with our choice. Even in a tough economic climate, we have been able to deliver positive KPIs across the board through this platform.”
JOLIE NGUYEN, HEAD OF DIGITAL MARKETING, BRONDELL
LOOKING AHEAD
Building on momentum with strategic innovation.
Moving forward, Brondell plans to leverage BigCommerce to expand its ecommerce capabilities and customer experience. Immediate priorities include implementing FSA/HSA payment integration to simplify purchases of health-focused products.
“We are working to integrate pay with FSA or HSA for our products. I think we're going to be the first one on BigCommerce, which is really exciting,” shared Jolie.
Additionally, the team is exploring other strategic enhancements with development support from Netalico. Brondell remains confidently positioned to innovate, attract new customers, and drive future growth through its continued partnership with BigCommerce.
“We are working to integrate pay with FSA or HSA for our products. I think we're going to be the first one on BigCommerce, which is really exciting.”
JOLIE NGUYEN, HEAD OF DIGITAL MARKETING, BRONDELL
