Groove has been such a valuable partner in growing our online business; it was an easy decision when they presented the new site concept. Their guidance and strategic thinking gives me the confidence that we can accomplish our goal of being a reliable source of products and information for our customer base moving forward.

- Mark Krastel, Manager at Lax World


The Client

Since 1988, Lax World has been the world’s largest lacrosse specialty superstore. They deliver top notch shafts, heads, shoes, shoulder pads, and everything else lacrosse to players and fans through their eCommerce website and their 11 retail stores. Before moving to Magento Enterprise in 2011 with the help of Groove, Lax World had been on Miva Merchant.

The Challenges

The challenge for Lax World was designing and developing a site that would speak to their unique shopping personas. Because of the long history working together, Groove knew it was important to create an eCommerce website design that spoke to Lax World’s two biggest audiences—the direct purchaser, usually a parent, and the products’ end user, usually a young lacrosse player. Lax World shoppers needed to be able to find what they wanted without any confusing roadblocks and feel confident that they were purchasing the right item.

Furthermore, while using Miva Merchant, Lax World felt that the platform lacked flexibility with upgrades along with a general lack of functionality and features.

Key Takeaways