Rather Outdoors



  • Optimizely Implementation
  • Multi-Brand Architecture
  • User Experience Strategy
  • Global Commerce


  • Optimizely DXP and Commerce
  • Apple, Amazon and Android Pay

Client Awards

Optimizely digitally unites Rather Outdoors' family of legendary brands

Rather Outdoors is a family of legendary brands united by a shared purpose: to ensure everyone can enjoy nature with top-notch equipment, crafted with passion and sold with integrity. Their mission is to protect and enhance the world’s greatest outdoor brands, passing them on to future generations even stronger.

With a rich legacy in angling as their foundation, Rather Outdoors is committed to carving out a lasting future for their brands. After acquiring multiple outdoor brands, they sought a digital platform and ecommerce software to unify their content and sales efforts. Teaming up with BlueBolt and Optimizely, Rather Outdoors achieved impressive results:


Increase in year over year Average Order Value


Above annual year over year Conversion Rate goal


Exceeded year over year annual Revenue goal

Service Provided:

  • Optimizely Implementation
  • Systems Integration
  • Global Architecture
  • UI/UX Design for multiple brands
  • Custom Development
  • Integrated payment gateways
  • Multi-phase Project Road Map
  • Project Management
  • Account Management
  • Business User & Developer Training
  • Post-Launch Technical Support
  • Account Management

Rather Outdoors Project Highlights

Create a Global eCommerce Architecture

Implement Optimizely to create a unified eCommerce global business architecture with all eCommerce brands.

Deliver an Exceptional Customer Experience

Create a unified user experience and an exceptional customer journey using across multiple brands.

Integrate with Legacy Systems

Use Optimizely to unite all third party fulfillment and data systems to create a streamlined experience for all.

Facilitate Paired Programming

Develop a set of best practices and use them to train Rather Outdoors' team to maintain and operate the website themselves.

For the Rather family, fishing has always been about community, culture, and family. Their passion for ensuring everyone can experience nature with the right equipment led them to protect and respect top outdoor brands. This commitment inspired Rather Outdoors to partner with Optimizely and BlueBolt Solutions, creating a world-class eCommerce experience. Their new solution offers a dynamic, user-friendly interface for customers while streamlining internal IT and marketing workflows.

Desktop computer showing home page

Award Winning Success

Rather Outdoors' content authors and marketing managers efficiently handle multiple brands with minimal training, leveraging a shared digital strategy and global code base for seamless updates.

Customers enjoy a top-tier, multilingual experience with modern design, educational content, state-of-the-art products, and easy checkout options like Apple Pay, Android Pay, and Amazon Pay.

Awarded Outstanding Website (2022) by the Web Marketing Association, received perfect scores in design and content. The new website led to a 40-60% drop in bounce rates, 50,000-100,000 user sessions per brand, and significant improvements in key metrics, including a 19% increase in Average Order Value and 3.5% Revenue Growth above goals. As we reel in the success of this project, we look forward to the continued growth and innovation that will keep Rather Outdoors at the forefront of the industry.

Partner with a team who delivers

Let's Chat

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We would love to connect.

Rather talk to someone? Call (708) 778-3623