Dorel Home to Launch B2B Shopping Site for Small, Mid-Sized Retailers

September 19, 2022  by HFBusiness Staff in Business Strategy, Industry   

The major initiative, currently in beta testing with key dealers and set to be unveiled inside the company’s newly revamped showroom at the High Point Market next month, is headed by Nicole Jefferson, Dorel Home’s newly appointed chief marketing and merchandising officer.

“Historically speaking, Dorel Home has served mass retailers and the largest furniture chains in the country,” Jefferson said. “In other words, only those dealers that could support large volumes. With this new user-focused wholesale website, we can now offer small to medium-tier retailers an exciting shopping experience and the kind of flexibility they require to meet their growing product needs.”

Jefferson said that, beginning in October, small and mid-size retailers are welcome to shop both the High Point showroom, and DorelShowroom.com, where they will enjoy wholesale and discount pricing, as well as drop-shipping services for less than pallet quantities.

According to the executive, dealers can apply and onboard quickly to the password-protected site. Banners hanging throughout the company’s C&D Building (Space 9A and 8N) showroom will feature QR Codes that make signing up easy.

Following credit approval, they will have immediate access to all the products available today in the warehouse from any of the Dorel Home product collections, which include such high-profile brand names as Novogratz x Paris Hilton, Cosmo Living, and Mr. Kate, in addition to its popular house brands like Little Seeds, Ollie & Hutch, Bertini, Signature Sleep, Baby Relax, DHP, NTense, Cosco and Ameriwood Home.

The DorelShowroom.com site will also make available discounts and excess inventory for customers that seek to buy in large volumes. Even more functionality is scheduled to be added to the site by January 2023, and eventually, the site will also be open to interior designers and home stagers, Jefferson said.