From Monolith to Composable: American Bath Group’s 50% Faster Delivery

American Bath Group’s engineering team was hitting a wall. Inefficient collaboration and a monolithic architecture were dragging down development velocity. Seeking a path forward, they enlisted full-service digital agency Konabos to lead a migration to a composable stack built on Vercel, Next.js, and Kontent.AI. The payoff came quickly: deployments are now 50% faster, review cycles are shorter, and the developer experience has improved markedly.

The relationship between Konabos and Vercel predates this project by five years. Konabos had previously struggled with infrastructure issues on Azure and Octopus that slowed down development cycles. After performance testing, the agency committed to Vercel and has since benefited from its ease of use, rapid deployments, and a “no-headache infrastructure.” As Akshay Sura, Founding Partner & Solution Architect at Konabos, puts it, “Vercel has helped us a lot in terms of worry-free deployments and uptime. We save 50% or more time on our deployments—and we never worry about site outages.”

The migration itself was executed at scale. In just eight months, Konabos moved 10 sites containing over 50,000 products to the Kontent.AI platform. This shift dismantled the team’s silos, boosting collaboration and bandwidth while simplifying data syndication. The most dramatic improvement was in build times, which dropped from 30 hours to just three minutes—a 600x acceleration. Marc Lamothe, Director of Web Technology at American Bath Group, notes, “With our new composable model using Vercel, teams work better together—and so does data.”

Streamlined Feedback with Preview Deployments

To ensure American Bath Group was comfortable with the new setup, Konabos leveraged Vercel’s Preview Deployments. These live previews allowed stakeholders to review changes in real time, simplifying the feedback loop and making it easier to iterate on assets before they went live.

A Better Foundation for Innovation

The results speak to a broader shift in how both teams operate. Whether they are working on digital optimization or publishing new content, the modern composable stack has given Konabos and American Bath Group the freedom to innovate and iterate without the friction of legacy infrastructure. The combination of worry-free uptime and accelerated delivery cycles means less time spent managing servers and more time crafting user experiences.