Wholesale Furniture Brokers acquired the modern furniture and design store, FollowFunction.com, on October 06, 2009 to strengthen its online furniture market position while extending their reach. The two sites were indirect competitors and their combined product mix is complementary.
Miami, Florida (PRWEB) November 8, 2009 -- Wholesale Furniture Brokers acquired Follow Function for an undisclosed amount on October 6, 2009. The business operations have already transitioned to Wholesale Furniture Brokers.
The acquisition is part of Wholesale Furniture Brokers' expansion strategy which has also seen development of other niche sites and growth of core assets in the US and Canadian markets. Wholesale Furniture Brokers state that they are open to further acquisitions and are willing to evaluate opportunities as they are presented. They will be focusing on home segment websites and value priced acquisitions of revenue generating assets.
According to Matt Holmes, Marketing Manager for Wholesale Furniture Brokers, FollowFunction.com was an easy decision because "FollowFunction.com has a solid foundation that will see improved traffic and sales from minor technical updates and integration into existing marketing strategies." Overhead costs have been reduced significantly on the FollowFunction.com operation, as Wholesale Furniture Brokers already had facilities and capacity.
Wholesale Furniture Brokers plans to experiment with cross-pollinating products on both sites to see how that affects sales. "We expect Follow Function customers to be less price sensitive and more focused on the uniqueness and quality of products offered," predicts Holmes. Designer inspired furniture including dining room, living room, and bedroom furniture will be the first added to Follow Function and the kids furniture will be also listed on Wholesale Furniture Brokers.
FollowFunction.com was founded by Jeff Benzenberg and Steven Schranz. It caters to 12 vendors, including Offi, Mio Culture, Mint, and the Design Can. Before it was sold, it had 96 products featured live on the website including designer furniture, lighting, kitchen accessories, toys, kids furniture, and mystery items. Each product on the website features a unique story behind the product.
"If a customer can read the story behind the product, and understand all of the talent and hard work behind it, then they can form a connection with it, and will be more likely to purchase it," says Benzenberg. "It takes an incredible amount of talent and hard work to bring something to the market, so the website features interviews with the designers of the products. Once a product exists in people's homes, it becomes a conversation piece and a functional work of art."
About Wholesale Furniture Brokers
Wholesale Furniture Brokers offers price leading furniture to online customers direct from the manufacturer in the USA and Canada. World-class customer service is provided to customers by telephone, email, and chat. Shoppers can choose from a growing collection of traditional, modern, and contemporary furniture styles for inside and outside of the home at Wholesale Furniture Brokers. Consumers do not need to pay a membership fee to buy from Wholesale Furniture Brokers. Furniture retail businesses and interior designers interested in ordering furniture available on GoWFB.com, GoWFB.ca, and FollowFunction.com can apply for Wholesale Furniture Brokers' furniture dealer and vendor program.
# # #
