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Elite Tools

Redesigning a Magento eCommerce for a tooling leader

Elite Tools is a leader in Eastern Canada in woodworking equipment with the widest range of varied and specialized tools for wood and metal workers. The business is a distributor of the industry’s leading brands, many of which are exclusive to the company in Canada. The company also joined the Ficodis group in 2018 to continue its growth and become a major player in online tool sales.



Specialized products


Private brands


Overall ROAS (YOY)


Conversion rate on Google Ads (YOY)



eCommerce redesign on Magento

Novatize’s initial mandate with Elite Tools was to optimize the customer experience through eCommerce and to further position itself as a leader in North American tooling. Novatize’s team supported Elite Tools in its redesign with Magento (Adobe Commerce) while ensuring that it could manage its tooling inventory in connection with its ERP (Fidelio). The result is an omnichannel solution that provides a consistent user experience online and in-store without compromise.


Personalized eCommerce support

Beyond the design and development work, it was crucial for us to help Elite Tools in its strategy and its eCommerce 360 evolution. The Novatize team worked with Elite Tools to optimize the website and the entire eCommerce ecosystem. Several processes and guides were implemented to allow the Elite Tools team to be self-sufficient in their daily tasks with their new Magento environment. Elite Tools also benefited from Novatize’s expertise on Marketplaces such as Amazon to build a catalogue of products and tooling for sale according to the industry’s best practices.



A solid environment for growth

Since Novatize redesigned and took over the marketing activities, Elite Tools experienced a significant increase in sales of their online tooling inventory. The website’s exposure on search engines has improved, which has led to an increase in traffic to the website. With this traffic, it was important for Elite Tools to have a good retention strategy through Klaviyo. Today, the eCommerce site is performing well, anchored on a solid foundation and focused on good user practices. It is now possible to work on ongoing optimizations (e.g. A/B testing), to assure that the platform continues to create value for the business. 

“We chose to work with the best to be the best! Novatize is one of the most renowned e-commerce firms in the Canadian market, we are proud to have accomplished this Elite Tools website redesign project with them. We have also developed a friendly and trustworthy relationship with the support team, which allows us to have a simple and effective communication in order to perform among our competitors.”

Gael Imbert

Chief Operating Officer - Elite Tools