Client
Eddie Bauer, renowned for rugged, high-quality outdoor gear, faced a new challenge: ensuring their digital experience matched the reliability of their products.
For more than 100 years, outdoor brand Eddie Bauer has been inspiring, enabling, and empowering people to live their adventure with products that are built to last. Their performance outerwear, apparel, footwear, accessories, and gear are available at eddiebauer.com and more than 200 stores in the U.S., Canada, Germany, Japan, and other international markets.
The Challenge
The brand was functioning on an outdated, monolithic ATG framework that limited scalability and stalled their ability to adapt to evolving omnichannel shopping behavior.
- Legacy Technology Limitations: The ATG framework restricted agile updates and created performance bottlenecks.
- Scalability Imperatives: The prerequisite of modern and modular architecture that could scale quickly and support third-party integrations.
- Order Authorization Failures: Payment flows abortive post MAO-related order mismatches, disrupting order fulfilment.
- Infrastructure Overhead: Legacy organization configurations increased maintenance complexity, costs, and operational complexity.
The Solution
The Solution – Strategic Architecture Overhaul with AWS CloudFront
We executed a phased digital transformation plan with AWS CloudFront migration as a cornerstone of performance optimization:
1. MACH Architecture Implementation:
- Replaced the monolithic ATG system with a modern tech stack built on Node.js, React, GraphQL, Python, MongoDB, and AWS microservices.
Allowed weekly production releases and module-level deployments for faster rollouts.
2. AWS Powered Infrastructure:
- Migrated core services to AWS CloudFront to enable faster, global delivery of content and enhanced caching.
- Optimized server performance and fast-tracked page load times during peak shopping periods.
- Empowered WAF integration directly with CloudFront to block bot traffic and fraudulent calls targeting GraphQL endpoints.
3. DevOps & Cost Optimization:
- Switched AWS Lambda processors from x86 to ARM64, reducing compute costs by ~32%.
- Cleaned up redundant logs, Lambda executions, and MongoDB collections to streamline operations.
4. Monitoring & QA Tools:
- Leveraged DataDog and GTM for real-time event tracking, error monitoring, and performance analytics.
- Used EB Toolkit to empower QA and business users with visibility into deployments and testing.
The Results
- Time to Launch - Zero downtime during key migration stages
- Platform OPEX - ~ 60% annual operating expense savings
- Bot Attack Mitigation - WAF rules + CloudFront blocked malicious hits
- Scalable infrastructure in place for launching new brands/sites.
- Deployment Frequency - Shifted to weekly production release cycle
- Business-user-friendly PIM tool and promotion manager using Talon One.
- Infra Cost Reduction - ~32% savings through ARM64 Lambda usage
- Advanced integrations for TrueFit, Loyalty, BOPIS, and other omnichannel features.
- Peak Season Performance - No site crashes post-2020
- Ongoing modernization of payment systems and Node.js/Python core.
Highlights
"NULogic helped us modernize our digital commerce foundation by building, deploying, and managing a cutting-edge MACH architecture on AWS. From there, we were able to launch new brand sites and omnichannel initiatives flawlessly – Their team made it easy to move fast and get it right"
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- Headless CMS Implementation
- Cloud & DevOps
- QA & Testing Automation
- Data Engineering and Analytics
- Monitoring and Support Operations
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