Decorating Den Interiors Modifies Its Model to Attract Existing Interior Design Businesses
Interior designers who would like to leverage their local brand have a new opportunity to take advantage of a proven business model that offers wholesale pricing from the LIVV Home Collection™ of fine furniture, custom window treatments, wall and floor coverings, lighting, accessories children’s lines, and closet systems. The LIVV Home Collection™ includes over 130 home furnishing suppliers ranging from good, better, best to luxury brands. “This improves profitability since our pricing is significantly more favorable than buying from retailers at a discount or other modest ‘to-the-trade’ discounting,” said James S. Bugg, Jr., CEO and president of Decorating Den Interiors.
The LIVV Home Collection™ is available through Decorating Den Interiors, which also provides a proven client development system, proprietary web-based customer relationship management software, extensive marketing support including supplier-based quarterly promotions, ongoing training and education, an incentive program, an annual conference and LIVV Home Collection™ market, and the camaraderie of design professionals across the U.S. and Canada. Here are some of our suppliers.
“We had 14 years of success with our CPI Interiors business, after having both worked for a large home furnishings retailer,” Jerome Pulcine said. “We have been thrilled with the benefits we have gained since joining the Decorating Den Interiors system in 2012.” Today, he and his wife Catherine do business as CPI Interiors-Decorating Den Interiors and have grown their already high-volume business more than two-fold since the change.
“Because of their success and others who have transitioned from their own business to joining us, we have made a significant change to allow those who adopt our business model to continue to use their existing name as their primary brand in their local market,” said Bugg.
Building on local brand equity.
“While our business model has helped existing interior design businesses grow, we also know that others have been hesitant to join us because they don’t want to give up their own business name,” said Bugg. “Therefore, we are permitting existing interior designers who become a franchise partner to continue to use their business name as their primary brand in their market.”
“We’re also offering flexibility on the use of a logoed vehicle for those who for various reasons might prefer to drive a vehicle without signage,” he added.
“Real estate and financial services franchises use this model to enable established agents and brokers to grow,” Bugg said. “In these cases, the individual agent or broker has his or her name more prominently displayed on signage and other marketing materials. We are using the same approach for owners of existing interior design businesses.”
“In certain cases, these interior design business owners may qualify for a financial incentive that can also be beneficial to them,” he added.
“Interior designers also can expand their business by serving a wider range of clients,” said David Haseley, vice president of merchandising and marketing. “Our breadth of suppliers enables our design professionals to serve clients with a wide range of budgets.”
“Similarly, working with more than 130 suppliers means we have a multitude of ways to get that first appointment with a client, especially that client who might not be looking for an entire room makeover right away,” Haseley added. “We can start with window treatments, a statement piece of furniture, accessories, bedding, or anything else. We also have office furniture, outdoor furnishings, closet systems and more.” (http://www.decoratingden.com/products/)
DDI’s newly published book: Love Your Home: Marvelous Makeovers from Decorating Den Interiors is the latest example of the benefit of the company’s annual International Dream Room competition judged by interior design journalists from across the U.S. and Canada. “This gets our designers work in front of a host of regional and national editors and results in extensive publication opportunities,” says Haseley.
For more information on accessing the LIVV Home Collection™, visit http://www.decoratingden.com/growyourbusiness/