Redsbaby - Launching International Ecommerce

Redsbaby is an Australia-based brand revered for premium prams, strollers, and parenting accessories. Having outgrown a single-territory store and burdened by rising hosting costs, legacy code, and opaque agency support, they partnered with Otterdev in late 2022. What began as routine maintenance quickly evolved into Redsbaby’s most ambitious initiative yet: launching fully translated, multi-warehouse storefronts across the EU—without sacrificing speed, brand consistency, or operational simplicity.

The Challenge

Global Expansion, Local Feel – Serve shoppers in more than 20 EU countries and 10 languages while honouring local pricing, taxation rules, and fulfilment logic.
Technical Debt – A legacy Next.js 11 codebase full of ad-hoc patches and missing modern performance patterns.
Spiralling Costs – Frequent “on-demand” builds were driving Vercel usage fees sky-high.
Content Bottlenecks – Launching a new product or locale required multiple touchpoints, introducing human error and delay.
Visibility & Trust – Previous partners had offered little transparency, leaving the Redsbaby team wary.

Redsbaby is an Australian company specializing in the design and manufacture of premium baby products, including prams, strollers, carriers, and feeding accessories. The company was born out of a desire to create prams tailored to the needs of Australian families. Since its inception, Redsbaby has expanded its product line to cater to families worldwide, focusing on innovation, functionality, and aesthetic appeal.

www.redsbaby.com

Our Objectives

Slash infrastructure spend without compromising performance.
Increase conversion rate through faster page loads and a cleaner user journey (our CRO framework had already moved Redsbaby from ~1 % to as high as 7 %).
Unify global inventory so every shopper sees real-time stock and shipping options for their region.
Empower marketing & ops to publish new SKUs, campaigns, and languages in hours—not weeks.

Tech Stack in Brief

Headless BigCommerce Enterprise (commerce engine & multi-warehouse logic)
Sanity CMS (rich content, localisation, retailer data)
Next.js 14 + Vercel (frontend rendered with ISR and edge middleware)
Third-party 3PL (order routing & fulfilment)
Custom geo-routing middleware (ISO-based language & warehousing)
CDN-level image optimisation & lazy loading

Our Approach

Comprehensive Audit & Roadmap

We kicked off with a deep dive into code quality, hosting spend, and analytics. By surfacing “hidden” blockers and sharing plain-language dashboards, we replaced agency opacity with radical transparency. This alignment set the stage for quick, high-impact wins before tackling the global rollout.

Foundation Rebuild

Next, we upgraded the entire platform to Next.js 14, introduced Incremental Static Regeneration (ISR), split bundles intelligently, and added edge caching. In parallel, we refactored Sanity schemas for clean localisation and richer product storytelling. The result: first-page load times dropped by 40 % while giving the team a modern, maintainable codebase.

Global Framework Build

With a solid foundation, we modularised locale data and built geo-routing, price localisation, and multi-warehouse rules inside BigCommerce. These changes mean a fully localised storefront—copy, imagery, tax logic, and fulfilment settings—can be spun up 10x faster than before.

Experience Layer Enhancements

We added a Find-a-Retailer map driven by Sanity. Each store entry includes address, phone, and website, rendered on-page via dynamic map tiles. We also delivered a SKU-builder UI that lets shoppers bundle pram frames, fabric sets, and accessories in one click. Both features are schema-driven, so merchandisers update content without a developer in sight. New product launches now roll out roughly two weeks faster with far fewer QA headaches.

Continuous Optimisation

Performance dashboards, automated Lighthouse checks on every pull request, and quarterly CRO sprints ensure Redsbaby keeps winning on Core Web Vitals while iterating on UX and merchandising.

Key Features Delivered

Multi-Warehouse Logic – Real-time inventory routed to the closest fulfilment centre, lowering shipping times and support tickets.
Advanced Geo-Routing – First byte decides language, currency, and tax rules, with a fallback selector for manual override.
Find-a-Retailer Map – Trust-building store directory editable in Sanity and surfaced via Google Maps API.
Locale-Aware Sanity Components – Editors choose a template, toggle languages, and publish—no DevOps required.
Custom SKU Builder – Bundles pram components dynamically and reflects real-time price and stock.
Performance Toolkit – ISR with stale-while-revalidate, granular bundle splitting, and serverless functions only for mission-critical data.

Results

Metric	Impact
Hosting spend	↓ 80 % on Vercel after introducing ISR & traffic-aware edge caching.
First-page load	↑ 40 % faster (measured on FCP & LCP across EU storefronts).
Conversion momentum	Early indicators mirror our historical 1 % → 7 % gains; Redsbaby already seeing double-digit growth quarter-over-quarter.
Go-to-market agility	New product or locale live in < 30 minutes of content work, saving ~2 weeks per launch cycle.
Market reach	20 + EU countries served in 10 + languages from a single codebase.

Lessons for Mid-Market Ecommerce Brands

Symptom	Old Reality	New Reality with Otterdev
Sky-high hosting bills	Pay per rebuild	Pay per edge cache hit
Manual locale roll-outs	Weeks of developer time	30 min marketer workflow
Slow first load	Heavy JS, no caching	40 % faster FCP & LCP
Vendor lock-in	One-country BigCommerce setup	20 + countries on one codebase
Murky agency comms	Unknown roadmap	Weekly, numbers-first transparency

Looking Forward

This success story is only the beginning. With a future-proof architecture, Redsbaby is set to evolve into the premier powerhouse in their field—and Otterdev is excited to help fuel that growth every step of the way.

Looking to take your ecommerce website to the next level? We specialise in modern stacks like Shopify Plus and BigCommerce. Reach out today and discover how Otterdev transforms legacy storefronts into high-performance, multi-region growth engines.

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