How Green Stone Helped Larson Bring Enterprise E-Commerce to Shopify

Several months after the launch of Larson’s new direct-to-consumer website, the team behind the project is reflecting on what it took to modernise the digital experience of a decades-old storm door manufacturer – and why the work matters for the wider Fortune Brands portfolio.

Led by digital consultancy Green Stone, the overhaul of LarsonDoors.com marked the first rollout of Fortune Brands Innovations’ Shopify Enterprise stack. The year-long project enabled customers to configure and purchase complex storm door products directly online for the first time, rather than routing sales exclusively through retailers like Lowe’s, Amazon or local dealers.

“Fortune Brands chose Larson as the first brand in its portfolio to undergo a full end-to-end e-commerce transformation,” says the team at Green Stone. “With refreshed in-store experiences already rolling out at retailers like Lowe’s, it was the right time to align Larson’s direct-to-consumer experience with the same level of storytelling and functionality customers expect.”

The project began with discovery in August last year, moved through design by May, and launched development through to September, culminating in a site that combines enterprise-scale product data with consumer-facing e-commerce functionality.

According to Fortune Brands Innovations, the launch represented a step change in how its outdoor brands approach digital. “Larson’s new site is a major step forward for our outdoor brands,” said Eric Nebbia, senior director of digital marketing, Fortune Brands Innovations. “Green Stone gave us a platform that not only makes it easier for customers to configure and purchase, but also sets the stage for how we will evolve our digital experience portfolio.”

At the centre of the new experience is a large-scale product configurator powered by Paradigm, allowing customers to design storm doors with thousands of options using the same configuration engine used by professionals in Lowe’s stores. Integrated directly into Shopify Enterprise, the tool supports an end-to-end checkout experience for fully customised products.

The site also introduces a parts lookup tool, enabling homeowners to enter a registration number and retrieve precise replacement parts – down to individual hinges or handles. In parallel, Green Stone delivered a tokenised design system with more than 20 reusable modules, built to scale across Fortune Brands’ wider outdoor portfolio, including Therma-Tru and Fiberon.

For Larson, the launch also opened up a meaningful direct-to-consumer sales channel for full door purchases, alongside brand-led content such as lifestyle photography, video, and a DIY Project Centre aligned with its 'Manifest Your Outer Home' positioning.

On the technical side, adapting Shopify Enterprise for a manufacturing business required extensive customisation. “We partnered with Fortune’s Digital Experience and IT teams, along with key vendors, to adapt the Shopify Enterprise stack for a manufacturing environment,” says the Green Stone team. “That meant customising integrations, merging Bloomreach CMS templates with Shopify-powered pages, and ensuring all third-party tools worked together seamlessly. The result is a highly flexible, headless setup that gives Larson and other Fortune brands a foundation they can continue to build on.”

One of the largest challenges was data migration, with thousands of SKUs spread across more than 15 years of legacy systems migrated into Shopify. “]This] required major cleanup, automation, and validation,” the Green Stone team explains. “Once unified, we could bring the new ‘Parts by Registration’ lookup app and the custom product configurator to life. The configurator alone connects multiple systems from product discovery through checkout and fulfilment while keeping the user experience fast and intuitive.”

That work included modernising an ageing internal application to support the new experience. “As the Shopify ecosystem continues to grow to include many more enterprise companies like Fortune and portfolio brands like Larson Doors, we’re incredibly excited on the technical side of this launch to introduce more innovation to the product customisation and home improvement spaces in the world of Shopify,” said Lara Chelak, chief technical officer at Green Stone. “This work even included overhaul of an over 20 year old C# application to seamlessly integrate it with Shopify for replacement parts lookup matched to a catalogue of over 6,000 replacement parts.”

Customer education was another core focus of the build, with tools designed to support homeowners from inspiration through installation.

“Education was at the core of the redesign,” says the Green Stone team. “The new site is built to guide homeowners through every step from inspiration to installation. The Project Centre, blogs, and news sections are built from shared components that can grow into richer educational tools over time, adding tutorials, video, and evergreen how-to content.”

What’s more, simplifying the shopping experience for a complex product catalogue required close collaboration across teams. “The team started with the user experience,” they add. “We designed around familiar e-commerce patterns and then engineered the data structure to support them. Working closely with Larson’s data and IT teams ensured every interaction stayed intuitive, even with thousands of SKUs behind the scenes.”

For Green Stone, the project was as much about process as it was about platform. “This project brought together complex product data, technical development, and brand storytelling. The scale of it required deep collaboration across teams, and I am proud of how we delivered,” said Eli Bynum, director of production and operations, Green Stone.

“Our goal was to build a digital design system that could meet Larson’s immediate needs while also scaling across other Fortune brands. Seeing that come to life online has been one of the most rewarding parts of this work,” said Inah Mercedes, director of user experience and product design, Green Stone.

“This project worked because design and development were integrated from the start,” adds the wider team. “Green Stone and Fortune operated as one team with Creative X embedded in design and developers aligned on a single roadmap. That collaboration produced a digital ecosystem that is as seamless technically as it is visually, setting a new enterprise standard for how manufacturing brands engage customers online.”