Groupe SEB

Groupe SEB - stainless steel pots, strainer and ladle

Groupe SEB: All-Clad, T-fal & Lagostina


Platform Migration

Design & Integrations



Household & Kitchen


GroupeSEB is the world’s largest manufacturer of cookware, dinnerware and small appliances, with revenues touching $7 Billion worldwide. As part of their Direct To Consumer (D2C) strategy, GroupeSEB wanted to migrate the brands All-Clad, T-fal, and Lagostina to Magento with a new design.



Based on past successes on the factory seconds platform with Magento and atmosol, Groupe SEB decided to forge ahead with their D2C strategy by moving three brands (All-Clad, T-fal and Lagostina) to the Magento platform.



  • Improve conversion rates
  • Ease management by consolidating stores into single platform
  • Prior platform forced customers to register to purchase introducing significant friction
  • Prior platform was seen as difficult to launch new products and they wanted a platform that was easier for non-technical people to navigate



All three brands decided to use a pre-built Magento theme to reduce design cost and quicker go to market. As the project progressed, and they saw the limitations of the pre-built theme, they decided they wanted a custom look and feel


Third-party themes are notoriously difficult to customize beyond what they are intended to be, but we were able to meet the client’s expectations and deliver a custom solution based on a third-party theme


Integrated Magento 2 with multiple enterprise systems including Salsify PIM/DAM, SAP ERP, Signifyd, Adyen, Listrak, Google Tag Commander, and other custom integrations with proprietary systems


New All-Clad site was a huge success with 800% increase in YOY sales for the quarter and 1200% for the highest month

All-Clad launched new product line with low effort, which accounted for 25% of the increase in sales

Eliminated friction due to user registration requirement increasing customer satisfaction and sales

In-shopping conversion of  T-fal stabilized at approximately 1% enabling Groupe SEB to build a sustainable eco-system to launch innovation and market brands successfully

Eliminated friction due to user registration requirement increasing customer satisfaction and sales