BrandSource creates division, store banner for outdoor products
Clint Engel -- Casual Living, April 5, 2013
ANAHEIM, Calif. - Home furnishings buying group BrandSource has started an OutdoorSource division and store banner for retail members focused on outdoor products including some furniture.
The new division was created to help the primarily furniture, electronics and appliances buying group members "compete with big box stores by offering a compelling and affordable assortment of outdoor products," BrandSource CEO Bob Lawrence said in a release.
"More importantly, this new division increases our overall volume, making us more attractive to manufacturers and translating into more supplier support and better programs for our members," he said.
Among the supplier partners participating are outdoor furniture supplier B.E. Outdoor Living and electric fireplace source Twin-Star International, while the bulk of the partners named by BrandSource provide other outdoor goods, including grills, saunas, outdoor heaters and lawn equipment.
"The OutdoorSource marketing and fulfillment support program is designed to drive store traffic with TV, print and Web-based advertising as well as turnkey digital marketing promotions," BrandSource said. It includes commercials featuring the group's "brand ambassador," Kathy Ireland of Kathy Ireland Worldwide.
The products also will be featured on BrandSource's mobile app for consumer shoppers and members, and support services include a field-based district manager serving as a point of contact; an inside sales and customer service team to answer questions regarding products, programs, promotions and services; and a sales training program tailored to each member's needs.
Inventory financing and other services also are available to new and existing members taking part in the OutdoorSource program.
"The OutdoorSource division, like the entire BrandSource organization, is designed to put more consumers through the doors of our member stores and is dedicated to their day-to-day success," Lawrence said.
One of the largest home furnishings buying groups in the nation, BrandSource has nearly 4,500 retailer members in North America and nearly 3,000 BrandSource branded stores.