How Codilar Extended Carter's GCC Reach With an Adobe Commerce and Pimcore Platform
BabyCare
Company Brief
Carter's, Inc. is America's most trusted children's apparel brand, founded in 1865 and today the largest branded marketer of clothing exclusively for babies and young children in North America. Known for its Carter's and OshKosh B'gosh labels, the brand dresses newborns through age 14 across more than 1,000 company-operated stores and a robust eCommerce presence spanning the United States, Canada, and Mexico.
In the GCC, Carter's is represented by Lals Group, one of the region's most respected retail conglomerates, which introduced the brand to the Gulf market in 2007 with a flagship store in Dubai. Under Lals Group's stewardship, Carter's has grown to more than 43 brick-and-mortar locations across the GCC, becoming a preferred children's wear destination for families in the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman.
Designing a UX Tailored to GCC Parent Shoppers
Integrating Pimcore and Magento 2 for 12,000+ SKUs
Building a Batch Upload Queueing System
Implementing Role-Based Data Access
Engineering Sub-2-Second Page & Filter Performance
Delivering a Cross-Border Ready Architecture
Project Overview
Codilar partnered with Lals Group to design and deliver an exclusive eCommerce storefront for Carter's GCC, built to serve customers across six Gulf markets from a single, unified platform.
The engagement covered end-to-end delivery, including UX design, Magento 2 commerce architecture, Pimcore product information management, performance engineering, and a role-based data access framework built for multi-team retail operations. The platform went live in under two weeks and has since served as Carter's primary digital retail presence across the GCC.
Business Challenges
No GCC-specific digital storefront to complement 43 physical stores across the region
Catalog of 12,000 products with no scalable system for batch uploads or synchronized updates
Slow product listing pages and filter interactions degrading the browse experience
No role-based access control, creating data security and workflow management gaps
Need to support all product types including configurable and bundled items under one architecture
Platform had to share infrastructure with other Lals Group sites without performance interference
Codilar's Solution Approach
Designed a GCC-native UX with intuitive navigation and a catalog layout built for high-SKU children's apparel
Architected a Magento 2 and Pimcore integration layer ensuring real-time data sync across both platforms
Built a batch-upload queueing system to support simultaneous ingestion of multiple product information sets
Engineered role-based access controls tying data permissions to user and team privileges across the CMS
Configured full support for configurable and bundle product types with associated variant imagery
Optimized listing page and filter response times through query tuning, caching, and front-end load strategies
Deployed the platform on a shared Lals Group infrastructure instance maintaining performance isolation across sites
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When a client hands you their third brand to build, the relationship has already done half the work. The other half is not letting that trust become complacency.
Shahed Jamal
Practice Head, Adobe Commerce, Codilar
From Stores to Screens, Without Losing a Step
A Brand Built for Shelves, Not Search Bars
Carter's arrived in the GCC the way most global children's brands do: through a trusted retail partner, a flagship store in a landmark mall, and a methodical expansion into surrounding markets. By the time Lals Group had grown the Carter's footprint to more than 43 stores across six countries, the brand had built real loyalty in the region. Parents knew the label, trusted the quality, and returned season after season.
What the brand did not have was a digital home for those same customers. A parent in Riyadh who knew exactly what she wanted could not browse, filter, or buy from Carter's GCC online. The only options were to visit a store or navigate a global website not built for her market, her currency, or her browsing habits. For a brand with 43 physical locations and a loyal repeat customer base, the absence of a regional storefront was not a gap. It was a missed conversation.
The Catalog Problem Nobody Talks About First
When we got into the details of Carter's GCC engagement, the surface ask was clear: build a website. What became apparent quickly was that the harder problem was the catalog. Twelve thousand products, each with variants, images, pricing, and metadata, had to be manageable by a retail team that could not wait for a developer every time a collection changed.
The Pimcore and Magento 2 integration was our answer to that problem. Pimcore handled the product information layer, giving the Carter's team structured, governed control over how products were defined, enriched, and updated. Magento handled commercialization, taking that data and turning it into a browsable, purchasable storefront. The two systems had to talk to each other constantly, and they had to do it accurately. A size mismatch, a missing image, or a price discrepancy on a children's apparel site is not a technical detail. It is a customer service problem waiting to happen.
We also built a batch-upload queueing system that let the team push multiple sets of product information simultaneously, without one batch blocking another. For a brand that refreshes collections seasonally and runs frequent promotional cycles, that operational headroom matters more than any single feature.
What Four Seconds Can Cost
GCC shoppers are mobile-first, impatient, and have no shortage of alternatives. A product listing page that takes four seconds to load is not slow by legacy standards. It is a bounce waiting to happen. Carter's GCC had 12,000 products to display, filterable by age, size, price, category, and discount. Every combination of those filters had to return results fast enough that the shopper never felt the wait.
We approached performance as an architectural problem, not a post-launch tuning exercise. Query optimization, intelligent caching, and front-end load strategies were built into the platform from the start. When the site went live, product listing pages loaded in under 2 seconds, down from a baseline of around 4. Filter and category pages came back in under 800 milliseconds. Combined filter and sort interactions, which are typically the slowest operations on a high-SKU catalog, also resolved consistently under 800 milliseconds. Those numbers were not accidental. They were designed.
The Numbers Behind
a Faster Storefront
Faster Product
Listing Page Load
Faster Filter &
Category Response Time
Consistent Sort &
Combined Filter Load
SKUs Live
at Launch
Storefront Delivered
Kickoff to Go-Live
The Numbers Behind
a Faster Storefront
Faster Product
Listing Page Load
Faster Filter &
Category Response Time
Consistent Sort &
Combined Filter Load
SKUs Live
at Launch
Storefront Delivered
Kickoff to Go-Live
“Codilar has helped us to build a robust omnichannel eCommerce platform for Carter's, Homes r Us, Mom Store and OshKosh. The team at Codilar is young, talented and extremely nimble. They highly focus on a customer centric approach which resonates well with our values at Lals Group.”
Dharmendra Mehta
Group Head of eCommerce
Lals Group
When the Architecture Has to Serve Everyone Equally
Carter's GCC platform did not exist in isolation. Lals Group operates multiple retail brands on a shared infrastructure, and the Carter's build had to coexist with those properties without degrading their performance or being degraded by theirs. That constraint shaped architectural decisions at every layer.
We designed the deployment to maintain full performance isolation between sites sharing the same instance. Each brand ran independently, with its own data boundaries, its own CMS permissions, and its own operational workflows. The role-based access controls we built for Carter's ensured that only authorized team members could touch specific data sets, which matters operationally when a single infrastructure serves multiple brands across a regional retail group.
The Kind of Speed That Needs a Plan
The project went live in under two weeks. That is not a headline designed to impress. It is a data point about how we work: scoping tightly, building in parallel, and not waiting for perfection before shipping something that works.
For Lals Group, the speed of delivery mattered commercially. Every week the Carter's GCC site was not live was a week that loyal in-store customers had no digital option. Every week was also a week the brand was invisible to the growing segment of GCC shoppers who discover and research children's apparel online before they ever walk into a mall. The two-week delivery closed that gap faster than a conventional engagement timeline would have allowed.
The platform that launched was not a minimum viable product in the sense of cutting corners. It was a fully functional, performance-optimized, catalog-managed storefront built for a brand with 43 stores worth of operational expectations. Getting there in fourteen days required technical clarity, not shortcuts.
What Carter's GCC Proved Is Possible
Codilar built Carter's GCC, a regional eCommerce storefront that matched the scale of its physical retail presence: 12,000 SKUs live, performance-engineered from day one, and delivered in under two weeks.
If your brand is navigating a similar move, entering a new market, migrating a high-volume catalog, or bringing a trusted offline experience online, Codilar has built this before and can build it for you.
