01272015 Surya Named BrandSource Supplier-Partner

CALHOUN, GA - Surya has been added to the roster of supplier partners for BrandSource, an appliance, electronics and furniture buying group with $14 billion in annual member sales.  Potential customers for Surya are BrandSource stores that sell furniture, which represent about 25% of the total 4,500 independent dealer members operating close to 6,000 storefronts in the U.S. and Canada.   

The Tustin, CA-based buying group, which is 100% dealer member-owned, has made a push toward lifestyle home decorating solutions in the past three years, with Shaw Living, Rizzy Home, Classic Home and Tayse Rugs among its rug and accessories partners. "We lost a valuable partner when Shaw left the rug business [in 2014]. Surya was very aggressive about filling the void. They did their research and showed us how their total accessories assortment would make them an ideal supplier," said E. Michael Allen, vice president of BrandSource Home Furnishings. 

"We started on the road to an affiliation with Surya last October in High Point," explained Allen, who says area rugs, decorative pillows, bed fashions and other home accents have helped member dealers increase sales in the furniture category for two reasons. "First, buying for her home is an emotional experience for the consumer.  She loves the accessorized looks she sees in magazines and wants her living room to look that way. Second, showrooms look better when furniture is accessorized with lamps, rugs and pillows. Not showing accessories is cold; they warm up a room and make it more appealing," he said.

"We are delighted to be a partner of the BrandSource group," said Seth King, vice president of sales for Surya. "We are the first full service accessory company for them, and although this is a new venture-the partnership is just three or four months old-BrandSource dealers are seeing we have so much more to offer. Surya is all-inclusive in accessories, so they don't have to shop multiple sources for rugs, pillows, lighting and art. As more of their members see the success stories, we think the percentage of stores selling furniture, rugs and accessories will continue to grow beyond the current 25 percent," King explained.

Currently consumers can find rugs and accessories under the Furniture and Bedding tab of BrandSource's mobile apps, which link to local member dealers. "We look for partners with deep inventory positions to complement our strong internet presence. Surya has 20,000 SKUs, 85% in stock, including rugs, lamps, accessories, and accent pillows. This [range] and their custom rug and art programs offer our dealers a competitive edge in the market," Allen said. 

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