Case Study: Furniture Brands International Adds B2C To Its B2B Offerings

Furniture Brands International, one of the US's leading designers, manufacturers, and retailers of home furnishings, has marketed through a wide range of retail channels — from mass-merchant stores to single-brand and independent dealers to specialized interior designers — for 70 years. In 2008, the company turned its eye to the online channel, planning and organizing for, and ultimately executing, several eCommerce launches in a targeted effort to add a full B2C capability to its existing core strength in B2B. Here, we outline the steps for the initial eCommerce pilots and the firm's key takeaways, along with next steps and lessons learned, shared with us by Pamela Jordan, director, online marketing and eCommerce for Furniture Brands.