Broadlume rebrands to simplify issues for flooring dealers

Along with creating simplicity, the rebranding initiative seeks to help flooring retailers grow their revenue base, streamline operations and maximize profit without the hassle of having to juggle multiple logins and platforms.

Backed by the numbers

Broadlume has the data to illustrate that flooring retailers who adopt their all-in-one platform achieve better results selling product—from a 35% margin without the all-in-one platform to a 47% margin with the platform. “We’ve tested this out; retailers are making more money and profit when using our system,” Saunders said.

One retailer looking to test out the system is Marjorie Benson, owner of Port Charlotte, Fla.-based Friendly Floors, a first-year member of Broadlume’s Flooring Stores United (FSU). “Broadlume makes the in-store to online experience much more streamlined, and dealers have had documented success in increasing both their margins and their leads from online,” Benson said. “With more homeowners researching online before large purchases, we believe FSU is setting us up for a win.”

Broadlume built its portfolio through a series of strategic acquisitions, giving it access to companies with best-in-class products and strong connections to their retail customers. Asked whether Broadlume was done making moves, Saunders demurred. “We’re always open to acquiring business or software, but right now our all-in-one platform connects the dots between the retailer showroom to their online presence. However, we are always open to seeing what else is out there.”

FloorCon 2022 teaser

Saunders disclosed that FloorCon 2022, scheduled to take place November 14-16 in Tucson, will feature three high-profile keynote speakers:

  • Michel Vermette, outgoing CEO of Armstrong Flooring, will discuss what every retailer can learn about Armstrong Flooring’s journey.
  • Andrew Yang, American businessman, attorney, lobbyist and political candidate, will address how to think differently in your business. “This is not a political talk,” Saunders said, “it’s how he looks at the world and thinks outside the box.”
  • Caleb Campbell, former NFL player and West Point graduate, is regarded as a top-rated mental health, emotional wellness and resiliency speaker. Campbell will talk about making hard decisions to reach your full potential, offering a step-by-step approach to be the best leader.

Saunders encouraged flooring retailers still undecided about attending FloorCon 2022 to act now as convention attendance is already at 85%. Last year’s show sold out.

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