Dohnal "Haus des Kindes" was a Vienna institution for anything around children: baby clothes through teen outfits, maternity wear, toys, prams and a dense network of branches anchored by the flagship at Kärntner Straße 12 — at roughly 800 m² one of the largest dedicated children's stores in Austria. Before online shopping was the default, Dohnal needed a platform that brought the breadth of the brick-and-mortar multi-label assortment onto the web, kept stores easy to find and stayed visible in search results — without the editorial team calling an agency for every range update. That was the brief.
- Concept and design for a site that gives the broad multi-label range a clean structure and no seam between content and shop
- Online shop built on TYPO3, integrated into the same editorial environment as the content pages
- Product categories spanning baby fashion, kids' clothing, teen wear, maternity, toys and prams
- Store locator covering the Vienna branches at Kärntner Straße, Neubaugasse, Wallensteinstraße and Donaustadt
- Search engine optimisation so Viennese families could quickly find the nearest store and the right product
- Editable by Dohnal's own team — no agency loop for seasonal or brand changes
- Brand and category navigation that scaled with the assortment instead of constraining it
The platform delivered with rockit gave Dohnal a single digital home for branded retail, advice and store information — a webshop that reliably tied the assortment and the city-wide branch network together, including for parents searching from a phone for a specific pram. The Kärntner Straße flagship closed in 2019; the platform accompanied Dohnal's bricks-and-mortar business through its most active years.