Many designers shop big-name retailers to fill in the gaps or for entire projects that might need to be done in a pinch or on a budget. Retail shopping offers many advantages such as longer hours, in-stock inventory and artful merchandising—and has become an important option for designers. Many of these stores have taken note and created trade programs offering product discounts and editorial content to designers. Below is a breakdown of how seven retailers (Williams Sonoma Inc., Wayfair/DwellStudio/AllModern, Arhaus, Safavieh, Viyet, Ethan Allen and Lillian August) are supporting the trade today.
1. William Sonoma Home/Pottery Barn/Pottery Barn Kids/PB Teen/West Elm/Rejuvenation/Mark and Graham
Trade program incarnation: 2006
Number of designers enrolled: 50,000+
Discount: Discounts of up to 20% are offered for registered trade members. A tiered discount is based on a 12-month spend level.
Special benefits: Registered members receive exclusive trade pricing and services in stores and online. Designers also receive exclusive product previews, invitations to trade events and dedicated customer service support.
Trade program incarnation: March 2014
Number of designers enrolled: 10,000+
Percentage discount: 5% - 25%
Benefits: Opportunity to earn 3% back in Wayfair Rewards to be used across Wayfair.com, AllModern and DwellStudio; exclusive products available to designers only; a dedicated concierge service; and inclusion in Wayfair’s online gallery showcasing designers’ completed projects to an audience of 16 million per month.
Trade program incarnation: 1990s
Number of designers enrolled: 4,000+
Discount: Designers get a commission based on total sales at Arhaus over the course of a year. A 10% commission is given for $10,001 - $39,999 and 15% commission is given for sales exceeding $40,000 each year.
Benefits: Special "shout-outs" for designer projects that feature Arhaus products, opportunities to be featured on the "Greenhaus" blog, first hand knowledge of new products and sales, and special invitations to local stores to shop exclusive events.
Trade program incarnation: 2000
Number of designers enrolled: Few hundred
Special benefits: Designers get invited to exclusive special events.
Trade program incarnation: April 2014
Number of designers enrolled: N/A
Special benefits: The ability to purchase new product before it is released to the general public, print tear sheets and create project lists for individual clients.
6. Ethan Allen
Trade program incarnation: 2009
Number of designers enrolled: 5,000+
Discount: 7% - 10% referral fee on client orders depending on the volume of sales.
Special benefits: Ethan Allen will process every order, oversee preparation and professional delivery, and handle customer service, warranties and logistics. Members receive special members-only email newsletters every month and have access to exclusive events in our design centers.
7. Lillian August
Trade program incarnation: 2006
Number of designers enrolled: 500+
Discount: 20 - 40%
Special benefits: Access to hundreds of vendors, including to-the-trade only vendors at deep discounts and with no minimums or buy-ins; discounts and access to the Lillian August in-house workroom and upholstery shop; a dedicated team of four trade associates who provide business support with ordering, receiving/warehousing and coordinating in-home delivery; and invitations to trade only events.
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