PORTO, Portugal — Furniture companies focused on expanding their international presence have affordable digital options to grow their brand, according to StyleRow’s Jodie Ellis, chief revenue officer for the trade-only platform.
During the second edition of Portugal Home Week, Ellis joined other panelists onstage to talk about strategies for internationalization, including the often cost-prohibitive entry into the U.S. market.
“To enter a new market, brands can expect to spend $150,000 to $250,000 at minimum for the first year,” Ellis said. “Style Row is a software and industry tailored product that brings brands to designers’ desks.”
Ellis added that Style Row is currently working with 60,000 design professionals and 34 design firms. He noted that the company is working on an integrated payment system for its clients and also provides real-time analytics.
Pricing for the StyleRow platform features both free and premium levels. When compared with traditional marketing methods, the StyleRow platform allows smaller companies to gain access to more potential customers, according to Ellis.
“We can see when a designer is looking at a product, for how long, and which products are driving people into a digital showroom,” he explained. “Our clients have an online presence, 24/7, 365 days a year.”
I’m Cindy Hodnett, executive editor of brand development for BridgeTower Media’s Home Furnishings Division. Most recently, I worked in a marketing content development role, and now I’m putting my editor’s hat back on for Furniture Today, Home Accents Today, Gifts & Decorative Accessories, Designers Today, Home Textiles Today and Home Furnishings News. My first introduction to the trade side of home furnishings was as an editor for FT in 2012 and founding editor of Designers Today in 2015, and now I’m once again working alongside some of the industry’s most dedicated professionals to keep our readers informed about the events, people, and companies that impact their business.