CANADA - Dorel Home, a segment of Dorel industries Inc. and the leader in ready-to-assemble furnishings for the whole home, is launching DorelShowroom.com, a B2B shopping site that will allow more retailers than ever to enjoy access to the company’s expansive house of brands and a portfolio of products previously only available to big box stores.

The major initiative, currently in beta testing with key dealers and set to be unveiled inside the company’s newly revamped showroom at the High Point Market this Fall, is helmed by Nicole Jefferson, Dorel Home’s newly appointed chief marketing and merchandising officer.

“Historically speaking, Dorel Home has served mass retailers and the largest furniture chains in the country,” Jefferson said. “In other words, only those dealers that could support large volumes. With this new user-focused wholesale website, we can now offer small to medium-tier retailers an exciting shopping experience and the kind of flexibility they require to meet their growing product needs.”

According to the executive, dealers can apply and onboard quickly to the password-protected site.  Following credit approval, they will have immediate access to all the products available today in the warehouse from any of the Dorel Home product collections.

DorelShowroom.com site will also make available discounts and excess inventory for customers that seek to buy in large volumes. Even more functionality is scheduled to be added to the site by January 2023, and eventually, Jefferson added, “the site will also be open to interior designers and home stagers.”

Dorel Home markets a wide assortment of both domestically produced and imported furniture products, principally within North America. Dorel Industries Inc. has annual sales of US$2.6 billion and employs approximately 8,900 people in facilities located in worldwide.