# Helly Hansen migrated to Vercel and drove 80% Black Friday growth

By Steven Van · 2025-09-15

The apparel brand cut load times to under two seconds and doubled conversion rates after moving off Adobe Commerce to Next.js.

Helly Hansen, the 150-year-old outdoor apparel brand, migrated its ecommerce sites from an Adobe Commerce PWA to Next.js on [Vercel](<https://creatorstoolbox.com/tools/vercel>), switching from client-side to server-side rendering. The old setup ran heavy scripts on every page load for personalization and A/B testing, pushing load times past 4 seconds and Cumulative Layout Shift above 2.8, and failing Core Web Vitals across the board.

The [migration](<https://vercel.com/blog/how-helly-hansen-migrated-to-vercel-and-drove-80-black-friday-growth>) was incremental: the team started with checkout pages rather than the homepage, to isolate its most critical conversion point before touching anything else. Within five months, Core Web Vitals went from all red to all green, load times dropped to a consistent 1.8-2 seconds, and Largest Contentful Paint improved 30% right after launch. The full rollout across HellyHansen.com, HHWorkwear.com and Musto.com, spanning 38 markets, took under six months.

The new stack held up over Black Friday Cyber Monday, which accounts for 55% of the seasonal brand's annual revenue. Results included:

- 80% year-over-year growth with zero downtime

- A 2x lift in conversion rates, which let the team increase performance marketing spend mid-campaign three times

- 21% ecommerce growth over the following year, while others in the industry stayed flat

Server-side rendering also let Helly Hansen run server-side testing with feature flags, lifting testing velocity from one A/B test a month to 5-6 per sprint, and it deployed Constructor.io for personalization in 11 weeks.

![Vercel](<https://www.google.com/s2/favicons?domain=vercel.com&sz=128>)

Vercel

The platform for frontend developers — deploy, preview, and scale web apps and AI agents with zero config.

[View Vercel →](<https://creatorstoolbox.com/tools/vercel>)

[Original source](<https://vercel.com/blog/how-helly-hansen-migrated-to-vercel-and-drove-80-black-friday-growth>)

[Read Helly Hansen migrated to Vercel and drove 80% Black Friday growth on Creators Toolbox](<https://creatorstoolbox.com/blog/vercel-helly-hansen-migrated-to-vercel-and-drove-80-black-friday-growth>)

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