BrandSource Embracing the Luxury Appliance Biz

By Alan Wolf, YSN

While the box stores slug it out for opening-price point volume, premium appliances have largely stayed above the fray.

In contrast, BrandSource has been tapping into this margin-rich vein through merchandising programs with such luxury brands as Monogram, Thermador, Miele, Ilve and more.

See: Meet Miele, BrandSource’s New Luxury Appliance Partner

Now, taking it to the next level, BrandSource’s Luxury Appliance Committee, comprised of large and small retailers, is rolling out a multi-pronged initiative to target the designer, builder and specifier market — traditionally the largest sales channel for high-end white goods.

The effort includes the creation of brand-specific microsites to which dealers can direct their commercial partners. These ancillary sites, now under construction, will present rich lifestyle content, provide lead generation, and offer a chat feature for further engagement.

In addition, BrandSource is working to bring dealers and premium-tier vendors together to develop a series of in-store events and training sessions for the designer community. The exclusive sessions will acquaint designers with the product lines and forge close ties with BrandSource members while accruing education credits for these valued guests.

So whether you’re already pursuing the premium appliance category or wish to explore new upmarket opportunities, BrandSource can help put you in the lap of luxury. Stay tuned…

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, home furnishings and CE dealers.