As part of our ongoing partnership with HALO, Barrel supported the brand through its acquisition of Child Craft, a legacy nursery furniture company known for cribs, dressers, changing tables, toy storage, and toddler beds. The acquisition marks a major step toward HALO’s long-term vision of becoming the leading megabrand in safe sleep and nursery essentials.

Bringing Child Craft into the portfolio immediately expanded HALO beyond its core SleepSacks and BassiNests, giving the brand a full suite of nursery furniture and a stronger position in the baby market. Child Craft also carried significant SEO value, so preserving its search equity and name recognition was essential during the transition.

Barrel migrated Child Craft from Magento to Shopify and fully integrated the catalog, content, and educational materials into HALO’s existing site. We conducted an SEO audit and developed a URL strategy to maintain organic performance, restructured content to support new categories, and designed a UX that allows furniture to live naturally within the HALO brand experience. We also consulted on long-term scalability to ensure this migration could serve as a blueprint for future acquisitions.

Throughout the process, we collaborated closely with HALO on their evolving brand architecture, helping determine how Child Craft and upcoming acquisitions can roll up into the megabrand vision without losing individual equity or search authority.

With Child Craft now live on HALO’s Shopify site, the brand has a more complete nursery ecosystem and a scalable digital foundation for future expansion. The integration strengthens HALO’s competitive position, widens its appeal to parents, and shows how a thoughtful migration can accelerate both brand growth and ecommerce performance.