Group’s LUXE initiative taps the builder trade

By YSN Staff

BrandSource is tapping a rich vein within the home appliance marketplace.

Like all luxury products, super-premium appliances deliver higher margins to retailers and the customers who buy them are typically less impacted by inflationary constraints.

To fully leverage the segment’s opportunities, BrandSource developed a dedicated LUXE initiative that targets the builder channel and has expanded its strategic vendor partnerships to include such high-end brands as Asko, Bertazzoni, BlueStar, Dacor, Fisher & Paykel/DCS, Gaggenau and Thermador, Hestan, ILVE, JennAir, Miele, Monogram and SKS (Signature Kitchen Suite).

On the commercial front, LUXE is connecting BrandSource members with the architect, builder, contractor and designer trades, which are traditionally the largest sales channels for super-premium appliances. To do so, the group is creating brand-specific microsites featuring rich lifestyle content, lead generation and chat functionality where dealers can engage their commercial customers.

In addition, BrandSource is bringing dealers and premium-tier vendors together to develop a series of in-store events and training sessions for the designer community. The exclusive sessions are crafted to acquaint designers with the product line and forge close ties with BrandSource members.

And of course, this month’s Convention 2022 will afford members hands-on and in-person opportunities to visit the group’s luxury vendors and demo their latest products.

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

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