Sector 04 of 06
Home Decor, Furniture and Surfaces Brands
Home decor, furniture and surfaces brands sell to two different buyers at once, the trade specifier and the retail client, usually with one set of marketing built for neither.
The commercial problem
A collection with no position gets stocked and discounted like any other collection.
Trade buyers and retail clients are sold to with the same material, which under-serves both.
Launching a new collection resets the brand story to zero each time, instead of building on the last one.
When businesses here engage
- Launching a collection
- Opening a showroom or flagship
- Entering the UAE from India, or the reverse
What he does here
For a decor, furniture or surfaces brand, the position sets what the collection is for and who it is for, which determines who stocks it and at what margin. Catalogue, social and trade material are built to speak to the specifier and the retail buyer separately, from the same position.
Typical starting point
Scale
Two buyers, trade and retail, plus exhibitions and multi-market.
Enquiries for home decor, furniture and surfaces brands start with what the business is for. Start an Enquiry.